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THE 

ADVERTISING  HANDBOOK 


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THE 

ADVERTISING  HANDBOOK 


A  REFERENCE  WORK  COVERING  THE 

PRINCIPLES  AND  PRACTICE 

OF  ADVERTISING 


BY 

S.  ROLAND  HALL 


ADVERTISING    COUNSELOR 

FORMER  ADVERTISINQ   MANAGER  FOR  ALPHA    PORTLAND   CEMENT  COMPANY 

AND  VICTOR  TALKING   MACHINE   COMPANY 

FORMER    PRINCIPAL 

INTERNATIONAL  SCHOOLS    OF   ADVERTISING   AND  SALESMANSHIP 


First  Edition 
Third  Impression 


McGRAW-HILL  BOOK  COMPANY,  Inc. 
NEW  YORK:  370  SEVENTH  AVENUE 

LONDON :  6  &  8  BOUVERIE  ST.,  E.  C.  4 
1921 


)i3 


Copyright,  1921,  by  the 
McGraw-Hill  Book  Company,  Inc. 


f/^^  d.  ^  ^^. 


THE    MAriiB    PKESS    XOKK    t»A 


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FOREWORD 

This  book  has  come  into  existence  because  its  author  and 
its  publishers  believe  that  there  is  a  growing  field  of  usefulness 
for  a  more  comprehensive  handbook  of  advertising  practice 
than  has  up  to  this  time  been  available. 

If  it  shall  be  said  by  the  readers  of  this  volume  that  it  deals 
largely  with  principles  and  practices  that  are  generally 
accepted  as  being  sound,  and  that  it  contains  a  relatively 
small  amount  of  the  "new  thought"  of  advertising,  the 
answer  to  that  criticism  must  be  that  its  author,  in  writing 
and  compiling  the  text,  sought  to  be  of  assistance  to  the 
general  business  reader,  the  one  of  small  or  moderate  adver- 
tising experience,  rather  than  the  professional  advertising 
man. 

After  all,  the  weaknesses  of  advertising  are  due  largely  to 
the  neglect  of  the  primary  principles  of  the  art,  the  things 
that  are  understood  to  a  greater  or  less  extent  but  not  executed 
carefully.  A  book  is  not,  therefore,  necessarily  less  useful  to 
the  man  of  reasonable  experience  because  it  deals  with  funda- 
mentals and  the  accepted  practice. 

There  are  perhaps  a  few  thousand  advertising  practitioners 
so  well  advanced  in  the  art  of  their  business  that  they  can 
learn  nothing  from  a  well  compiled  reference  book.  There  are, . 
on  the  other  hand,  tens  of  thousands  of  business  men  inter- 
ested to  some  degree  in  advertising  who  have  frequent  occa- 
sion to  refer  to  and  review  such  information  as  is  contained  in 
these  pages.  And  there  are  many  younger  men  and  women 
studying  the  art  of  advertising  who  will  find  such  a  volume 
as  this  a  friend  in  need. 

It  seems  the  fashion  in  these  intensely  practical  latter 
years  for  every  author  of  a  business  book  to  hasten,  in  the 
first  few  pages,  to  explain  that  his  work  does  not  contain  a 
sentence  of  theory.  That  fashion  will  not  be  followed  here. 
There  is  nothing  wrong  with  the  original  meaning  of  the 
word  theory.     Theory  means  merely  a  principle  that  practice 

V 

tP  t\  r\  ^^  ^.  ^ 


vi  FOREWORD 

or  experience  has  shown  to  be  true.  It  is  a  theory  that  well 
planned  advertising  aids  the  salesman  who  is  attempting  to 
market  the  advertised  product.  Who  will  find  fault  with  this 
principle  or  fact  because  it  is  a  theory? 

Any  text-book  worthy  of  the  name  must  set  forth  many 
theories.  The  resourceful  reader  will  be  able  to  adapt  theories 
to  the  particular  problems  he  is  called  on  to  solve.  To  learn 
how  to  adapt  from  the  experiences  of  other  advertisers  is  not 
the  least  important  thing,  for  no  matter  how  valuable  one's 
experience  may  be,  his  life  is  not  long  enough  for  him  to  have 
personal  experience  in  every  department  of  business  effort. 
He  should  take  what  he  can  from  the  experience  of  others 
and — to  repeat  an  important  truth — learn  to  adapt. 

No  attempt  has  been  made  to  lay  down  exact  formulae. 
Many  persons  interested  in  advertising  err  sadly  in  search- 
ing for  exact  rules  that  they  can  apply.  There  are  some 
rules  that  can  be  safely  followed — those  dealing  with  the 
mechanical  and  physical  sides  of  advertising  practice — but 
when  one  comes  to  the  field  of  advertising  appeal,  campaign 
practice  and  the  like,  no  rules  that  are  worth  much  can  be  laid 
down.  A  rule  would  have  to  have  so  many  exceptions  that  it 
would  likely  be  valueless.  The  danger  of  following  rules  is 
that  one  will  apply  them  dogmatically.  The  most  that  any 
handbook  of  advertising  can  give  the  reader  are  examples 
and  instances  that  will  enable  him  to  form  his  judgment  more 
intelligently. 

Such  a  book  as  this  one  must,  of  necessity,  be  freely  illus- 
trated with  advertisements  that  have  been  actually  used. 
No  fair-minded  teacher  wishes  to  embarrass  an  advertiser 
by  making  use  of  his  appeals  as  poor  examples,  and  yet  we 
cannot  hope  to  get  better  advertising  unless  authors,  editors 
and  teachers  are  free  to  comment  on  published  work  that 
shows  room  for  improvement  in  one  way  or  another.  An 
advertisement  is  not  always  wholly  bad,  and  rarely  is  one 
wholly  good.  Copy  may  be  fine  and  display  mediocre.  Or 
the  display  and  illustration  may  be  good  and  the  copy  weak. 
Therefore,  those  who  may  consult  this  book  are  cautioned 
that,  unless  the  text  specifically  refers  to  an  example  as 
being  altogether  good,  or  generally  poor,  the  advertisement 


FOREWORD  Vll 

in  question  is  to  be  taken  so  far  as  the  purposes  of  this  volume 
go  as  illustrating  some  one  point. 

It  is  frequently  said,  by  those  whose  advertisements  are 
criticized  that  the  advertisement  in  question  had  a  successful 
record.  It  is  undoubtedly  often  true  that  an  advertisement 
poor  in  some  respect  is  nevertheless  good  enough  as  a  whole 
to  produce  a  satisfactory  result.  But  this  is  no  argument 
against  having  the  weakness  corrected;  the  same  effort,  with 
the  fault  removed,  might  be  twice  as  successful  as  it  was  in 
its  original  form.  A  stammering  salesman  may  have  a  good 
sales-record,  but  it  stands  to  reason  that  with  his  speech- 
impediment  removed,  he  could  do  much  better. 

The  material  here  presented  represents  the  gleanings  of 
some  twenty  years  in  advertising  practice,  business  research 
and  writing,  and  considerable  experience  as  a  teacher  of 
advertising  and  salesmanship. 

The  general  subject  of  advertising  is  a  broad  one.  Half 
a  dozen  good-sized  volumes  could  easily  be  filled  with  valuable 
reference  matter.  In  preparing  such  a  book  as  this,  therefore, 
it  has  frequently  been  a  problem  to  its  author  as  to  what 
should  be  included  and  what  omitted.  What  is  here  given 
is  not  by  any  means  the  all  of  good  advertising  practice,  but 
there  is  sufficient  to  provide  a  general  guide. 

Finally,  I  am  grateful  to  a  long  list  of  advertisers,  publishers, 
printers,  engravers  and  others  who  have  courteously  furnished 
many  interesting  examples  and  much  valuable  data. 

S.  Roland  Hall. 

College  Hill,  Easton,  Pa. 
January  1,  1921. 


Al^ 


k, 


J^ 


CONTENTS 


Page 

Foreword v 

Section 

I.  What  Advertising  Is  and  Does      1 

II.  Marketing  Campaigns 32 

III.  The  Advertising  Agency  and  Its  Work 64 

IV.  Psychology  of  Advertising 77 

V.  Slogans,  Trade  Names  and  Trade-Marks 106 

VI.  Package  Advertising 127 

VII.  Address  Labels  and  Pasters 135 

VIII.  Dealer  Aids 141 

IX.  The  Writing  of  Copy 165 

X.  Manuscript-Editing  and  Proof-Reading 213 

XI.  Making  the  Layout 235 

XII.  Type  and  Printing  Practice 251 

XIII.  Advertising  Display 316 

XIV.  Advertisement  Illustration 347 

XV.  Printing  Plates  and  Papers 382 

XVI.  Catalogs,  Booklets,  Folders,  Mailing  Cards  .    .    .  432 

XVII.  Advertising  Mediums 483 

XVIII.  Magazine  Advertising 493 

XIX.  Newspaper  Advertising 505 

XX.  Technical,         Professional       and        Occupational 

Publications 519 

XXI.  M ail-Order  Mediums  and  Advertising     .......   533 

XXII.  Farm  Publications  and  Farm  Home  Advertising     .  546 

XXIII.  Trade-Paper  Advertising 555 

XXIV.  Religious  Publications 560 

XXV.  Posters,  Painted  Boards  Bulletins  and  Sigj^s.    .  -.   562 

XXVI.  Street-Car  Advertising.  580 

XXVII.  Moving  Pictures ' '  .    .   591 

XXVIII.   Directories  and  Catalogs ' 598 

XXIX.  Calendars 600 

XXX.  House  Publications  or  Magazines 602 

XXXI.  Theater  Programs  and  Curtains 


Novelty  and  Specialty  Advertising  ' 

XXXII.  Advertising  the  Large  Retail  Store 623 

XXXIII.  Letters  and  Follow-up  Systems 646 

XXXIV.  Foreign  Language  Advertising 679 

XXXV.  Laws  Affecting  Advertising 683 

XXXVI.   Forms  and  Systems 711 

Index  .    ,    ,    , 737 


THE 

ADVERTISING  HANDBOOK 

SECTION  1 
WHAT  ADVERTISING  IS  AND  DOES 

No  satisfactory  simple  definition  for  advertising  has  ever 
been  written.  The  word  itself  is  derived  from  the  Latin  advert 
meaning  ''to  turn  the  attention  toward.  *'  Yet  there  are  kinds 
or  types  of  attention-turning,  lecturing,  for  example,  that  are 
not  ordinarily  included  within  the  meaning  of  advertising.  A 
lecture  may  have  an  advertising  effect  but  the  message  is 
deHvered  orally  and  would  more  properly  be  classed  as  personal 
salesmanship  than  as  advertising. 

Commercially,  advertising  is  a  form  of  selling,  and  yet  ad- 
vertising is  used  extensively  to  forward  or  promote  movements 
in  which  nothing  is  for  sale.  The  telephone  companies,  for 
example,  during  an  epidemic,  when  their  switchboards  are 
short  half  of  their  operators,  use  advertising  to  induce  the 
public  not  to  telephone.  Large  corporations  have  used  adver- 
tising to  enUghten  public  opinion  as  to  their  practices. 

''Spreading  information  through  printed  word  and  picture" 
answers  fairly  well  as  a  general  definition,  though  not  one  that 
is  proof  against  criticism. 

The  word  advertising  as  ordinarily  used  refers  principally  to 
advertising  in  newspapers,  magazines,  street  cars,  on  bill 
boards,  etc.  But  show-cards  and  other  window  or  counter 
displays,  signs,  moving  pictures,  the  daily  mail,  catalogs,  samp- 
hng,  all  come  within  the  broad  classification  of  advertising. 
Even  the  package  in  which  the  goods  themselves  are  put  before 
the  public  may  be  an  effective  advertisement. 

A  mistake  is  often  made  in  concluding  that  because  some 

1 


,TU^  •4'DVERTISIN<^  HANDBOOK 


product  is  not  well  adapted  to  advertising  in  the  newspapers 
or  magazines,  it  is  something  that  is  not  or  should  not  be  ad- 
vertised. One  manufacturer  of  the  United  States  who  for 
years  clipped  all  items  referring  to  certain  kinds  of  contem- 
plated construction  and  followed  up  these  leads  with  good  letters 
and  printed  literature  used  to  boast  that  he  didn't  have  to 
advertise  and  didn't  believe  in  it!     He  was  making  vigorous 

use  of  one  form  of  advertising  but 
didn't  know  it. 

Advertising,  though  referred  to 
as  "si  new  business,"  is  really  a 
very  old  art,  though  its  development 
has  come  largely  in  the  last  twenty 
years.  The  ancients  advertised 
and  some  of  their  announcements 
cut  in  solid  stone  are  in  a  good  state 
of  preservation  today.  Noah's 
persistent  warnings  about  the 
coming  of  the  great  flood  was  a 
form  of  advertising,  though  he  used 
no  printed  or  written  appeals  as  far 
as  we  know.  His  campaign  was 
not  effective,  however,  because  few 
believed  him,  and  no  campaign  can 
be  said  to  be  effective  unless  the 
group  or  audience  addressed  be- 
lieves the  message. 

The     old-time    town-crier    was 
also  an  advertiser  though  he  used 
the  oral  method  of  ''making  known." 

Advertising  may  be  very  extensive,  as  in  case  of  a  four-page 
insert  in  a  magazine,  a  full  page  in  a  newspaper,  or  a  massive 
catalog.  On  the  other  hand,  it  may  consist  of  a  trade  name 
such  as  HOLSUM  BREAD,  or  a  name  of  a  firm,  as  Jones 
Bakery.  It  may  even  consist  of  a  symbol  if  that  is  under- 
standable. Some  symbols,  used  as  trade-marks,  in  time  ac- 
quire considerable  advertising  value. 

The  largest  and  most  costly  volume  of  advertising  consists 
of  those  forms  found  in  the  magazines  and  newspapers,  but 


Fig.  1. — The  town-crier  was 
an  early  advertiser. 


WHAT  ADVERTISING  IS  AND  DOES  3 

there  are  many  other  forms  of  advertising  highly  effective  for 
certain  classes  of  advertisers. 

MANUFACTURING,   SELLING,  TRANSPORTATION,  AND 
ACCOUNTING 

The  four  major  divisions  of  business  may  be  said  to  consist 

of: 

(1)  Manufacturing  or  producing 

(2)  Selling 

(3)  Transporting  or  delivering 

(4)  Accounting 
Compare  with  chart  below. 

The  jobber  and  the  retailer  are  relieved  of  the  first  undertak- 
ing but  have,  in  its  place,  the  problem  of  judicious  buying  of 
stock,  which  requires  a  great  deal  of  business  judgment. 


GENERAL  MANAGER 


SALES 


TRAFFIC 


ACC0UN16 


gjEmia? 


FACE-TO-FACE 
SELLING 


Fig.  2. — Relation  of  four  major  divisions  of  business. 

Efficient  manufacturing,  on  the  part  of  the  manufacturers, 
and  judicious  buying,  on  the  part  of  the  merchants,  are,  of 
course,  fundamental  requisites  of  any  business  campaign. 
Nothing  that  may  be  said  about  the  importance  of  skilful  sell- 


4  THE  ADVERTISING  HANDBOOK 

ing  should  be  construed  as  meaning  that  the  production  of  a 
good  commercial  article  is  a  simple  process.  To-day  the  vari- 
ous manufacturers  are  vying  with  each  other,  with  the  best 
designers,  engineers,  efficiency  men,  chemists,  and  inventors 
they  can  employ,  to  bring  out  distinctive  new  products  and  to 
improve  old  products.  This  is  the  very  fountain  head  of 
business  success.  But  even  granting  this,  the  problem  of 
distribution,  that  is,  first  getting  a  product  placed  where  the 
people  who  can  use  it  to  advantage  can  buy  it  conveniently 
and,  secondly,  creating  a  demand  or  favorable  reception  for  it, 
very  ofetn  constitute  a  more  difficult  problem  than  that  of 
producing  the  article.  It  is  no  stupendous  task,  for  example, 
for  one  to  establish  a  cannery  or  a  fish-packing  establishment 
and  put  up  an  excellent  grade  of  canned  goods  or  fish.  To 
create  a  market  for  the  product  of  that  particular  cannery  or 
fish-packing  house  and  to  get  the  goods  so  distributed  that 
there  is  a  steady  outgo  of  them,  thus  permitting  the  manufac- 
turer and  the  merchants  who  handle  the  goods  to  do  a  regular 
business,  is  an  undertaking  that  requires  the  most  careful 
planning. 

Advertising  helps  to  solve  this  problem  of  distribution. 
Advertising  makes  known.  As  the  old  town-crier  or  the  auc- 
tioneer called  out  the  merits  of  the  thing  offered  for  sale,  so 
advertising  calls  out  over  the  entire  country,  or  over  such 
parts  of  it  as  the  manufacturer  or  the  merchant  may  select, 
and  tells  about  the  merit  of  the  commodity.  And  advertis- 
ing, in  addition  to  making  known,  keeps  reminding,  so  that 
the  merits  of  the  goods  or  service  will  be  in  readers'  minds 
when  the  time  shall  arrive  when  they  need  products  of  that 
nature. 

Practically  every  product  or  service  for  which  there  is  a 
steady  sale  today  owes  its  sale  in  a  greater  or  less  degree  to 
advertising. 

THE  REASON  FOR  ADVERTISING 

One  who  begins  to  show  an  active  interest  in  advertising, 
whether  as  a  business  man  or  as  a  student,  will  now  and  then 
be  called  on  to  show  why  advertising  is  necessary.  There  are 
probably  few  boards  of  directors  or  executive  committees  on 


WHAT  ADVERTISING  IS  AND  DOES 


which  there  is  not  a  member  who  feels  that  advertising  is 
unnecessary,  a  thing  associated  with  fake  medicines  or  oil 
stocks  of  Uttle  value.  This  type  of  man  is  usually  inclined  to 
argue  that  if  a  product  or  service  is  meritorious,  it  will  advertise 
itself.  That  is  true  to  a  limited  extent.  Some  of  the  most 
effective  advertising  comes  from  what  satisfied  customers  say 
about  a  product  or  service.  The  difficulty  with  that  kind  of 
advertising  is  that  it  usually  does  not  go  far  enough  or  spread 
rapidly  enough. 


ADVERTISING 


FiQ.  3. — Modern  advertising  may  cover  the  nation  as  easily  as  the  town-crier 
covered  his  home  town. 

If  the  needs  of  mankind  were  very  simple,  if  a  family  bought 
only  a  score  of  things,  people  might  probably  spread  from  one 
to  another  so  much  information  about  what  they  bought 
and  used  that  printed  advertising  would  be  unnecessary. 
But  modern  life  is  complex.  Thousands  of  different  kinds  of 
commodities  and  services  are  produced  and  offered  for  sale. 
No  man's  life  is  long  enough  for  him  to  obtain  first-hand 
knowledge  of  all  the  things  that  he  buys  and  uses.  If  he 
knows  all  about  hats,  he  is  not  likely  to  know  as  much  about 
shoes.  If  he  is  an  authority  on  adding  machines,  he  is  not 
likely  to  know  much  about  canned  pineapple. 


6  THE  ADVERTISING  HANDBOOK 

Slowness  of  Word-of -Mouth  Method. — The  public  in  these 
modern  days  is  as  dependent  on  printed  information  to  learn 
about  commodities  as  it  is  on  the  newspaper  to  learn  about  the 
news  of  the  day.  People  continue  to  pass  much  news  from  one 
to  another,  but  life  is  too  short  and  distances  are  too  long  for  a 
man  to  travel  around  and  get  the  news  of  his  country  or  of  the 
world  through  word-of-mouth  methods.  There  is  no  more 
reason  why  he  should  have  to  depend  on  word-of-mouth 
methods  for  learning  about  commodities.  The  newspaper  and 
magazine,  the  catalog,  the  letter  and  the  other  means  of  convey- 
ing information  are  as  legitimate  as  word-of-mouth  methods 
and  often  more  effective,  in  that  they  are  more  far-reaching. 
No  one  argues  that  an  editor  should  go  around  and  impart  his 
news  and  articles  by  the  lecture  method.  Why  should  the 
manufacturer,  the  merchant  or  the  salesman  do  so  when  other 
means  of  spreading  his  information  are  available? 

To  look  at  the  question  in  another  way:  if  the  manufacturer 
could  be  sure  that  all  the  people  who  are  his  prospective 
customers  would  learn  about  his  product  in  a  reasonable  time 
and  would  seek  him,  by  call  or  letter,  or  seek  the  dealers  who 
handle  the  product,  and  would  do  all  this  without  advertising, 
then  advertising  would  be  useless. 

Likewise,  if  the  merchant  could  be  sure  that  all  his  prospec- 
tive customers  would  walk  down  his  street,  stop  and  look  in  his 
show-windows  and  step  inside  to  look  at  his  goods,  then  he 
would  be  a  most  wise  man  to  save  the  money  that  would 
ordinarily  be  spent  in  the  newspapers,  in  circulars  sent  through 
the  mails,  or  in  car-cards,  posters  or  other  forms  of  advertising. 

But  this  automatic  acquaintance  between  consumer  of  goods 
and  the  manufacturer  and  the  retail  merchant  does  not  take 
place  to  any  large  extent.  A  business  man  does  well  to  deliver 
products  and  service  that  will  induce  customers  to  speak  well 
of  him  and  thus  spread  sales,  but  building  up  a  business  solely 
by  this  process  is  too  slow  a  method.  It  worked  when  civili- 
zation was  simpler  and  when  competition  was  absent.  The 
man  who  first  made  a  good  soap  in  America  or  who  first 
created  a  typewriter  probably  got  a  great  deal  of  free  advertis- 
ing. Let  him  today,  however,  produce  a  new  soap  or  a  new 
typewriter,  and  though  his  product  may  possess  advantages 


WHAT  ADVERTISING  IS  AND  DOES  7 

over  all  others  of  its  class,  advertising  will  be  required  to  make 
these  truths  clear  to  any  large  part  of  the  public. 

Sales  Through  Familiarity. — People  buy  the  goods  that 
they  know,  the  goods  that  they  have  used,  or  the  goods  that 
they  have  heard  about  or  read  about  in  preference  to  those 
that  they  know  nothing  about.  Dealers  likewise  prefer  to  sell 
the  goods  that  are  known  by  the  public  and  recognized  as 
standard  articles.  To  sell  unfamiliar  goods  that  may  be  of  as 
good  quahty  as  established  articles  requires  time  and  careful 
explanation,  and  such  effort  represents  money. 

Some  unadvertised  goods  may  be  introduced  much  more 
easily  than  others.  Such  articles  as  rice,  corn-meal,  cheese, 
etc.  are  usually  sold  without  reference  to  who  produced  them. 
On  the  other  hand,  coffee,  flour,  oat-meal  and  other  products 
are  well  represented  by  branded  makes,  and  the  public  has  an 
established  preference  in  buying  such  articles. 

Advertising  and  Staple  Articles. — It  has  been  argued  that 
advertising  is  least  essential  when  the  thing  advertised  is  a 
staple  such  as  flour — a  product  that  the  public  understands 
and  where  no  educational  work,  or  little  educational  work, 
remains  to  be  done.  It  is  argued  that  in  such  cases,  the  adver- 
tising has  merely  the  effect  of  one  producer  or  merchant 
trying  to  get  away  the  business  of  the  other  and  that  therefore 
the  cost  of  publicity  is  a  waste.  There  is  some  ground  for  this 
criticism,  and  yet  until  civilization  comes  to  that  ideal  state 
where  there  is  no  competition  in  either  advertising  or  store- 
keeping,  it  must  be  expected  that  some  advertising  will  be  of 
this  nature.  If  it  were  proper  to  ehminate  all  such  adver- 
tising, then  all  competitive  salemanship  for  articles  of  similar 
nature  should  be  eliminated,  all  window-displays  of  staple 
goods,  etc.  Competition  is  in  itself  a  stimulus  for  better 
merchandise  and  better  service,  and  we  are  not  likely  to 
come  to  the  point  soon  where  competitive  effort  can  be  or 
should  be  eliminated.  The  world  is  not  yet  Utopian  enough 
for  that. 

The  Right  to  Exploit  Wares  Truthfully.— The  man  who 
creates  or  sells  a  useful  commodity  has  the  right  and  the  duty 
to  spread  abroad  information  concerning  it,  so  long  as  he  does 
this  spreading  of  information  truthfully  and  fairly.     It  is 


THE  ADVERTISING  HANDBOOK 


Why  We  Need 
Greater  Revenue 


r\N  August  1,  1919,  the  tde- 
^^  phone  properties  in  New  York 
City  were  returned  to  the  private 
owners  by  the  United  States  Gov- 
ernment. Since  then  we  have  been 
doing  our  utmost  to  restore  the 
service  to  Its  former  high  standard 
and  to  meet  the  unprecedented  de- 
mands for  new  service. 

The  Telephone  Company  has 
not  been  immune  from  the  effect 
of  the  high  cost  of  all  materials  and 
supplies  or  from  the  effect  of  higher 
salaries  and  wages.  So  1  ong  as  the 
present  economic  conditions  pre- 


vail, costs  wfll  not  be  tnaterially 
lower 

Following  is  a  comparison  of 
results  of  operation  in  New  York 
City  for  the  month  of  August 
1919,  the  first  month  following  the 
return  of  the  property  to  private 
management,  and  July,  1920,  the 
twelfth  month  after  the  return  of 
the  property.  This  Shows  the  effect 
of  restoratijon  and  extension  work 
upon  our  revenue  and  expenses, 
including  wage  increases  and 
wages  paid  to  thousands  of  addi- 
tional workers. 


Revenue—  Au«u.t,  mt 

Exchange    ....  $3,233,851.65 

Toll 497.100.54 

TOTAL    ....  $3,730,952.19 

Expenses- 
Pay  Rolls    ,...';  $l,479i818.38 
Materials  and  other 

Expense  .    ..    .    .  825,110.30 

Dopreciatioft     .    .  ' .    .  428,602.41 

Taxes           248,781.04 

TOTAL    ....  $2,981,312.13 

Net  Telephone  Revenue      .  749,640.06 

Sundry  Net  Earnings     .     .  58.331.78 

Total  Net  Earnings        .     .  $807,971.84 


$3,579,682.88 
558,309.95 

10.7 
12.3 

$4,137,992.83 

10.9 

$2,332,146.93 

57.7 

1,191,126.51 
483,167.52 
284,771.03 

44.3 
12.7 
14.5 

$4,291,211.99 

—153,219.16 

80,052.20 

43.9 

—120.4 

37.2 

$—73,156.99 

—109.1 

T  TNDER  thelaw  regulating  tele- 
^  phone  corporations,  this  com- 
pany is  entitled  tocharge  rates  that 
will  yield  reasonable  compensation 
for  service  rendered.  This  revenue 
tliust  be  sufficient  to  pay  operating 
costs,  provide  for  necessary  reserve 
and  surplus  and  produce  a  fair  re- 
turn upon  the  value  of  the  prop- 


erty used  and  useful  in  the  public 
service. 

During  the  past  seven  months 
our  net  revenue  ha^  shown  a 
serious  decrease  and  on  the  lowest 
conservative  estimate  of  the  value 
of  the  telephone  property  in  the 
City  of  New  York  toe  have  earned 
less  than  2%  per  annum. 


During  the  month  of  July  we  failed  to  earn  our 
bare  operating  expenses  by  over  $73,000. 

New  York  Telephone  Company 


Fig.  4. — An  effort  to  earn  public  good-will   by  giving  frank  information. 


WHAT  ADVERTISING  IS  AND  DOES  9 

perhaps  too  much  to  expect  that  all  advertising  shall  be  one 
hundred  per  cent,  accurate  or  fair.  The  commercial  spirit  of 
business  is  too  strong.  But  advertising  has  made  great 
advances.  Misrepresentations  that  once  passed  without 
much  protest  are  now  not  permitted  by  the  better  class  of 
publishers.  Most  of  the  states  of  the  United  States  now  have 
a  specific  statute  inflicting  penalties  for  misleading  advertis- 
ing, and  a  number  of  cities  also  have  an  ordinance  of  like  nature. 
At  least  one  large  advertiser  has  been  successfully  prosecuted 
for  such  a  slight  misrepresentation  as  the  advertising  to  the 
general  public  of  dyed  muskrat  fur  as  "Hudson  Seal,"  though 
'^Hudson  Seal"  is  the  accepted  term  for  this  fur  in  wholesale 
circles.  When  only  two  states  of  the  Union  had  a  good 
statute  law  against  fraudulent  advertising,  as  was  the  case  up  to 
1908,  prosecution  was  somewhat  difficult,  but  the  trend  is  now 
decidedly  toward  the  reform  of  the  evils  of  advertising.  Adver- 
tisers of  the  better  class  are  playing  the  most  important  part 
in  this  reform  by  declining  to  have  their  announcements 
associated  with  disreputable  advertising  and  refusing  to 
use  mediums  that  allow  such  advertising,  on  the  logical 
ground  that  all  advertising  that  tends  to  deceive  has  the  effect 
of  exciting  suspicion  in  advertising  generally  and  makes  it 
more  difficult  for  the  reputable  advertiser  to  have  his  messages 
believed. 

Advertising  as  a  Cultivator  of  Expensive  Tastes. — Occasion- 
ally some  idealist  holds  that  advertising  has  an  unfortunate 
effect,  because  it  tempts  people  to  buy  much  that  they  cannot 
afford.  But  this  charge  would  apply  equally  well  to  all  window 
and  store  displays,  and  to  all  efforts  to  sell.  New  and  better 
goods  are  being  continually  produced  and  placed  on  the  market. 
Once  householders  were  well  satisfied  with  light  metal  bath- 
tubs. It  would  be  taking  a  step  backward  to  say,  when 
porcelain  tubs  were  produced,  that  the  manufacturers  should 
not  advertise  them,  just  because  they  increased^the  cost  of 
having  a  bathtub. 

Once  women  were  satisfied  to  do  all  their  sweeping  and  clean- 
ing with  brooms  and  mops.  Then  came  the  carpet-sweeper 
and  later  the  vacuum-cleaner — both  superior  housekeeping 
tools.     They  cost  more,  but  it  would  be  turning  back  the 


10  THE  ADVERTISING  HANDBOOK 

hands  of  time  to  say  that  these  new  devices  should  have  been 
kept  secret  because  they  represent  larger  purchase  prices  than 
brooms  and  mops.  The  world  would  stand  still  if  new  inven- 
tion and  production  did  not  add  to  man's  conveniences  and 
comforts.  It  is  entirely  proper  that  men  should  be  encouraged 
to  bring  out  such  productions  and,  through  advertising  and 
other  means,  to  make  them  known  to  the  world. 

There  is,  of  course,  no  justification  for  untruthful  and  unfair 
advertising,  and  every  advertiser  and  every  reader  owes  it  to 
the  cause  of  good  business  to  protest  against  its  appearance. 
There  are  still  many  publishers  who  publish  such  advertis- 
ing with  open  eyes,  knowing  that  it  is  not  only  keeping  bad 
faith  with  their  readers  but  also  deliberately  making  their 
space  less  valuable  to  the  advertiser.  When  reputable 
advertisers  act  in  concert  against  such  publicity,  the  pub- 
lishers will  be  quick  to  exclude  it. 

WHAT  ADVERTISING  INVOLVES 

Carefully  planned  advertising  may  be  far-reaching  in  its 
scope.  Sometimes  the  occasion  for  advertising  is  a  simple 
matter.  When  the  office-boy  leaves  or  is  discharged,  a  ''Boy 
Wanted  "  notice  of  a  few  lines  is  placed  in  the  classified  columns 
of  the  daily  paper.  Such  a  problem  may  be  quickly  solved. 
If,  however,  the  advertiser  needs  five  thousand  boys  to  sell  a 
magazine  or  to  take  orders  for  garden  seed,  and  plans  to  keep 
such  a  staff  of  boys  busy  continually,  the  campaign  becomes  a 
good-sized  one  and  requires  considerably  study.  The  adver- 
tiser will  then  have  to  study  boys  and  their  motives  in  taking 
up  tasks.  He  will  have  to  find  the  most  efficient  means  of 
reaching  boys  and  perhaps  also  of  getting  the  confidence  of 
their  parents.  He  will  find  it  necessary  to  learn  the  art 
of  writing  letters  to  boys,  of  keeping  the  boys  interested  in 
their  work  when  they  have  once  taken  it  up,  and  so  on. 

The  advertisement  itself  is  often  just  a  reflection  or  result 
of  an  extensive  campaign  that  is  behind  the  advertisement.  A 
great  deal  of  work,  possibly  extending  over  a  year  or  more, 
may  have  been  done  before  the  appearance  of  the  advertising 
that  one  sees  in  the  magazines,  newspapers  or  on  the  billboards 


WHAT  ADVERTISING  IS  AND  DOES 


11 


PEB.SHING  SQUARE 

^  combined,  locality  and  address 

Ivhere  transportation  needs  are  served 


THIS  remarkable  plottage,  facing 
12?  feet  6  inches  on  42nd  Street 
and  41st  Street,  and  entire  Park 
Avenue  fronuge  of  197  feet  6  inches, 
containing  an  area  of  24,786  squ^e 
feet,  is  now  available  for  sale  or  feaie. 

The  property  adjoining.on  the  eajt 
of  this  plottage  has  been  sold  by  us  to 
the  Bowery  Savings  Bank,  which  will 
improve  with  a  handsome  structure 
for  its  own  requirements. 

Wide  streets  and  existing  surround- 
ing construction  assures  permanent 
light,  a  clear  view  over  Grand  Central 
Tefminal,  of  upper  Park  Avenue  and 
surrounding  locality. 

Foundations  and  footings  are  now 
in  place  over 70  percent  ofpjot  area, 
valued  at  One-half  million  dollars, 


which  provide  for  construction  of  a 
twerity-five  story  building,  resulting 
in  saving  of  expense  and  time   in 


Two  subway  en  trances  are  provided 
and  an  underground  connection  to 
Grand  Central  Terminal. 

A  party  wall  agreement  with  the 
-Bowery  SavingsBankpermits  window 
openings  above  their  structure,  insur- 
ing permanent  easterly  light,  making 
the  plottage  virtually  a  four-cornered 
block  above  their  proposed  structure. 

These  and  other  outstanding  fea- 
ture* make  this  the  one  best  plot  in 
New  York  City  for  an  improvement 
that  will  satisfy  your  demand  for  in- 
stitutional aqd  executive  office*. 


Apply  your  own  bwier  or 

HENRY  MANDEL 

570  Fifth  Avenue,  New  York  City 


Fig    5. — Advertising  of  unusual   news  value   to  property-owners  planning 

extensions. 


12 


THE  ADVERTISING  HANDBOOK 


or  in  the  street-cars.     An  extensive  advertising  campaign  may 
cover  research  and  analysis  of  the  following : 

(a)  The  product  itself,  its  origin,  the  raw  materials  used  in  making 
it,  the  method  of  manufacture,  the  experience  of  users. 

(6)  The  market  conditions:  possible  sale  for  the  product,  the 
competition,  the  probable  best  channel  or  method  of  marketing. 

(c)  Mankind,  or  the  men  and  women  who  must  be  appealed  to. 
This  may  include  jobbers  and  retail  dealers  as  well  as  the  final  buyer 
or  user  of  the  article,  known  in  economics  as  ''the  ultimate  consumer." 

(d)  The  business  or  practice  of  advertising,  which  may  cover  a 
great  deal  of  work  from  preliminary  research  down  to  the  final 
preparation  and  publication  of  advertisements  and  possibly  the 
answering  of  inquiries  about  the  product  and  giving  service  to 
buyers  and  users  of  it. 

How  Producing  and  Distributing  Duties  may  be  Divided 
Article 


IVyTon 

ufacturing 

Iq 

ivian 

oaiea 

Packing 

Raw  material 

Prices 

Advertising 

Manufacturing 

Sales  policies  and 

Correspondence 

processes 

methods 

Proportion  and  dis- 

Shipping 

Expert  knowledge 

Trade  channel 

tribution  of  print- 

Facilities 

Patents 

Sales  expense 

ed  matter 

Stock 

Package 

Relations  with 

Relations  with  ad- 

trade 

vertising  agent 

Employment, 

Cooperation        be- 

management and 

tween     sales    and 

compensation    of 

advertising  effort 

salesmen 

Experimental     and 

Credit 

checking-up  work 

Collections 

Fig.  6. 

The  chart  above.  Figure  6,  indicates  in  a  brief  way  what  may 
come  under  the  manufacturing  end  of  a  business  and  what 
may  be  governed  by  the  sales  section. 

Advertising  and  Face-to -Face  Selling. — It  is  sometimes 
said  that  advertising  is  ''simply  selling"  and  that  therefore 
the  principal  requirement  is  selling  ability  or  experience. 
Advertising  often  is  a  form  of  selling,  but  it  has  features  that 


WHAT  ADVERTISING  IS  AND  DOES 


13 


distinguish  it  from  face-to-face  selling.  It  must,  of  course,  be 
founded  on  much  the  same  principles  as  face-to-face  selling 
because  each  is  a  matter  of  impressing  certain  facts  and  conclu- 
sions on  human  minds.  But  in  face-to-face  selling,  the  sales- 
man is  usually  deaUng  with  only  one  person,  or  at  best  a  few 
persons.  He  can  study  the  particular  type  of  individual  be- 
fore him.  That  person's  face,  manner  of  dress,  his  attitude 
and  his  talk,  give  the  salesman  clues  or  leads  as  to  how  to  pre- 
sent his  information  or  how  to  demonstrate  the  product  he 


FACE-TO-FACE^    H% 

SALESMAN      "^^ri 


CONSUMER 


Fig.  7. — Face-to-face  selling  may 


to  all  of  the  five  senses. 


is  selling.  Moreover,  in  face-to-face  selHng,  the  salesman  may 
be  able  to  appeal  to  a  number  of  the  senses.  He  can  let  his 
prospective  customer  hear  the  tone  of  the  piano,  taste  the 
pickles,  smell  the  perfume,  feel  the  closely  woven  cloth  or  see 
and  ride  in  the  automobile. 

On  the  other  hand,  while  some  forms  of  advertising  permit 
sampling  and  thus  enable  the  advertiser  to  appeal  to  several 
of  the  senses,  ordinarily  most  advertising  must  be  effective 
through  one  sense  only — the  eye,  and  must  be  so  graphic  that 
it  works  on  the  other  senses  through  the  imagination.     Ad- 


14  THE  ADVERTISING  HANDBOOK 

vertising  might  well  be  called  selling  through  the  eye  and  the 
imagination. 

Advertising  is  not  usually  directed  to  just  one  person,  though 
there  are  occasions  when  this  is  true.  Ordinarily  advertising 
is  addressed  to  a  group,  and  though  this  group  may  be  dis- 
tinctive, as  for  example,  would  be  the  case  in  selling  something 
to  farmers,  architects,  or  golf-players,  in  these  groups  there 
are  individuals  whose  temperament  and  station  in  life  vary 
greatly. 


ADVERTISING^  COIUUflER 


Fig.  8. — Advertising  is  ordinarily  an  appeal  to  the  eye  alone,  but  the  eye  is 
the  "window  of  the  mind." 

The  Composite  Type  Plan. — There  is  no  such  thing  as  "the 
average  farmer,"  "the  average  woman,"  "the  average  archi- 
tect" or  "the  average  golf -player. "  The  advertiser  in  his  ap- 
peal can  take  account  only  of  the  most  common  characteristics  of 
the  group  he  is  endeavoring  to  impress  and  address  himself  to 
this  type  of  reader.  Editors  usually  have  a  certain  general 
type  of  reader  in  mind  and  edit  their  publications  particularly 
to  meet  the  needs  or  the  likes  of  that  class  of  reader.  It  is  said 
that  Robert  Bonner  used  to  judge  everything  that  went  into 
the  old  New  York  Ledger  by  the  probable  likes  and  dislikes 
of  a  mythical  old  lady  with  two  daughters  "away  up  in  the 
hills  of  Vermont."  When  in  doubt  about  anything  he  would 
ask  himself  "How  would  this  impress  the  old  lady  and  her 
two  daughters?" 

Some  advertisers  say  that  they  put  down  the  most  common 
or  frequent  characteristics  that  they  must  appeal  to  and 
imagine  all  of  those  quahties  as  being  possessed  by  one  indi- 
vidual— a  com.posite  type.  There  is  just  one  thing  to  be  guard- 
ed against  in  this  practice  and  that  is  the  great  variety  of 
views  or  conditions  that  may  be  found  in  any  large  group.  It 
would  be  as  unfortunate,  for  example,  to  regard  all  farmers  as 


WHAT  ADVERTISING  IS  AND  DOES  15 

being  owners  of  prosperous,  up-to-date  properties  with  costly 
automobiles  as  to  regard  all  of  them  as  poor  managers  living 
on  debt-ridden  places.  Both  types  exist,  and  one  framing  his 
advertising  appeals  must  choose  which  type  he  will  appeal  to; 
he  can  hardly  appeal  effectively  to  both  in  one  message.  It  is 
idle  in  advertising  a  $5000  tractor  to  write  an  appeal  that 
would  fit  the  man  who  cannot  pay  more  than  $1000  for  a 
tractor.  Considerable  advertising  is  weakened  by  the  at- 
tempt to  deal  with  averages  when  in  many  cases  there  can  be  no 
true  average  and  the  advertiser  would  be  better  off  to  appeal  to 
a  representative  type  of  reader,  one  in  a  position  to  buy  the 
product,  and  forget,  for  the  time  being,  the  other  classes. 

Hence,  it  is  clear  that  however  similar  advertising  may  be 
to  face-to-face  selling,  it  takes  forms  that  are  very  different 
from  face-to-face  intercourse.  One  may  have  considerable 
ability  as  a  salesman  with  little  or  no  ability  to  sell  through 
printed  word  and  picture.  Likewise,  one  may  have  unusual 
ability  in  selling  through  printed  word  and  picture  but  have 
little  taste  for  selling  through  face-to-face  methods.  And  yet 
broad  observation  of  selling  methods  and  actual  experience  in 
selling  is  likely  to  be  of  great  assistance  to  one  doing  advertis- 
ing work.  It  is  quite  possible  for  one  to  be  both  a  good  sales- 
man and  a  good  advertiser. 

TRADE  CHANNELS 

An  advertising  campaign  may  connect  with  the  producer  of 
an  article;  the  sales  agent  of  it — who  may  be  an  exporter  or  an 
importer;  the  jobber,  distributor,  or  wholesaler;  and  the  re- 
tailer as  well  as  the  consumer.  In  some  cases,  goods  are  sold 
direct  to  retailers  who  dispose  of  them  to  the  consumer. 
Again,  the  character  of  the  business  may  be  such  that  the  prod- 
uct or  service  is  sold  direct  by  the  producer  to  the  consumer 
or  user,  as,  for  example,  telephone  service,  banking  service, 
magazine  subscriptions,  or  mail-order  merchandise.  The 
chart  on  page  16  illustrates  the  various  trade  channels  that 
goods  or  service  may  take  in  passing  from  the  producer  to  the 
ultimate  consumer. 

Sometimes  advertising  changes  the  trade  channel.  An 
advertiser  may,  for  example,  start  a  business  selling  direct  to 


16 


THE  ADVERTISING  HANDBOOK 


the  consumer  and  later  change  his  plan  and  put  his  goods  on 
sale  with  retail  dealers  if  he  is  able  to  do  so.  Sometimes  a 
campaign  is  deliberately  planned  this  way,  as  retailers  prefer 
to  have  the  advertiser  build  up  some  demand  before  they 
stock  the  goods.  On  the  other  hand,  there  is  the  danger  that 
unless  retailers  understand  the  plan  they  may  become  pre- 
judiced by  the  efforts  of  the  advertiser  to  sell  direct  to  the 
consumer.  They  feel  that  they  do,  and  they  do  play  a  useful 
and  necessary  part  in  the  distribution  of  goods. 


THE 

USUAL    CHANNELS  OF  TRADE 

2                            3                             4 

PRODUCER 

PRODUCER 

PRODUCER 

PRODUCER 

JOBBER     OR 
WHOLESALER 
COMMISSION  MAN 
EXPORTER  OR 
IMPORTER 

1 

. 

MAIL     ORDER 
HOUSE 

LOCAL 
RETAILER 

LOCAL         1 
RETAILER       | 

* 

i 

1 

CONSUMER 

CONSUMER 

CONSUMER 

CONSUMER  1 

Fig.  9. 

Goods  that  for  a  long  time  may  have  been  sold  through  the 
jobber  or  wholesaler  to  the  retailer  and  through  the  retailer  to 
the  consumer,  may  by  a  new  plan  be  sold  for  the  most  part 
direct  to  the  retailer.  The  growth  of  the  use  of  some  articles 
has  eliminated  the  first  middleman.  This  has  happened  in  the 
marketing  of  Portland  cement.  It  is  not,  however,  always 
advisable  to  eliminate  the  jobber.  Very  often,  the  jobber  as  a 
dispenser  of  merchandise  in  moderate  quantities,  as  a  sales 
force,  gager  of  credit,  a  collector  of  accounts,  etc.  is  well  worth 
the  commission  he  receives. 

Advertising  as  a  Means  of  Getting  Hold  on  Consumer. — 
Whether  or  not  advertising  may  make  a  change  in  the  channel 
through  which  a  product  goes  from  producer  to  consumer,  it 
is  likely  to  give  the  producer  a  better  hold  on  his  consumer. 


WHAT  ADVERTISING  IS  AND  DOES  17 

Where  an  unadvertised  article  goes  through  jobber  and  retailer 
to  the  consumer,  it  frequently  does  not  bear  the  producer's 
mark  at  all  and  is  not  identified  with  him.  A  great  deal  of 
unadvertised  and  untrademarked  merchandise  is  marketed  in 
this  way.  Take  handkerchiefs  and  umbrellas,  for  example. 
Neither  has  been  advertised  to  any  great  extent  and  the  con- 
sumer rarely  knows  who  made  the  merchandise  he  buys. 
When  he  buys  such  goods  he  may  buy  an  entirely  different 
brand  from  the  kind  bought  previously.  When  advertising 
has  made  him  acquainted  with  a  certain  make,  he  can  buy  the 
same  kind  again  if  he  likes  it.  While  the  retailer  can  very  often 
sell  almost  any  brand  he  likes,  owing  to  the  confidence  his  cus- 
tomers have  in  him,  he  is  much  more  likely  to  sell  goods  that 
the  buying  public  knows  and  calls  for.  This  is  made  clear 
from  an  instance  in  the  experience  of  the  author  of  this  book. 

The  Known  Safety  Razor  and  the  Unknown. — This  in- 
cident happened  a  number  of  years  ago,  when  the  Gillette 
Safety  Razor  was  the  only  article  of  its  kind  that  was  thor- 
oughly known.  A  large  concern  that  wanted  to  give  a  safety 
razor  as  a  premium  to  people  who  were  rendering  it  some 
service,  asked  a  hardware  store  for  prices  on  a  new  safety 
razor  that  had  some  striking  features.  The  prospective 
buyer  had  thought  of  the  Gillette  razor  but  concluded  that 
it  had  been  sold  and  used  as  a  premium  so  extensively  that  it 
had  lost  its  strongest  appeal. 

''Why  don't  you  buy  the  Gillette?"  was  the  first  question 
of  the  hardware  man.  On  being  told  why  the  Gillette  had 
been  dropped  from  consideration  he  said:  "Would  you 
be  interested  in  my  views?  All  right.  Well,  then,  I  make 
as  much  on  one  of  these  razors  as  on  the  other,  so  it  makes 
no  difference  which  one  I  sell  you.  But  when  a  man  comes 
in  here  for  a  good  safety  razor,  he  knows  what  the  Gillette  is 
as  soon  as  you  mention  it.  He  regards  it  as  a  standard 
article,  and  its  value  is  already  fixed  in  his  mind.  We  don't, 
as  a  rule,  have  to  do  any  selling  of  the  Gillette.  It's  just  an 
exchange  of  a  $5  bill  for  a  safety  razor.  But  whenever  we 
put  the  other  razor  forward,  we  find  that,  though  it  is  a  good 
article,  it  isn't  known.  We  always  have  to  sell  it,  have  to  take 
our  time  to  explain  it,  to  prove  that  it  really  and  truly  is  as 


18  THE  ADVERTISING  HANDBOOK 

good  as  a  Gillette,  and  then  some  people  don't  believe  us 
Finally,  the  demand  for  the  Gillette  is  such  that  we  buy. 
a  gross  at  a  time ;  we  buy  the  other  outfit  in  lots  of  six  at  a  time. 
Does  that  mean  anything  to  you?" 

It  did  mean  something — meant  that  the  buyer  chose 
the  Gillette  razor  for  his  premium;  he  didn't  want  some- 
thing that  he  had  to  explain,  something  the  value  of  which  he 
had  to  prove. 

CONSUMER  ACCEPTANCE  AND  DEALER  ACCEPTANCE 

The  effect  of  advertising  in  sales  ranges  all  the  way  from 
playing  a  very  small  part  to  that  of  completing  the  sale. 
Those  who  sometimes  argue  that  advertising  does  not  sell, 
only  helps  to  sell,  forget  the  tremendous  volume  of  sales 
made  yearly  by  the  mail-order  plan  where  advertisements  in 
magazines,  catalogs  and  letters  complete  the  sales  transaction. 

In  the  case  of  a  great  many  commodities,  however,  ad- 
vertising merely  serves  to  interest  the  consumer,  or  ac- 
quaint him  with  some  particular  merit  of  the  article  or 
merely  makes  him  familiar  with  the  name,  thus  aiding  the 
traveling  representative  of  the  advertiser  or  a  local  dealer 
to  make  his  sales  more  easily. 

As  every  one  knows,  there  are  many  advertisements  of 
such  strong  interest  to  the  reader  as  to  draw  an  inquiry 
about  the  goods  or  service  advertised.  Much  advertising 
cannot  go  this  far.  The  manufacturer  of  a  new  laundry 
soap,  for  example,  can  hardly  expect  many  people  to  write 
letters,  asking  for  further  particulars  of  the  product.  The 
maker  of  a  complexion  soap  might  but  not  an  ordinary 
washing  soap  or  compound,  however  good  its  qualities  might 
be.  In  such  cases  as  these,  the  main  result  accomplished 
by  the  advertising  is  to  bring  about  what  has  been  called 
"consumer  acceptance."  That  is,  by  exploiting  the  merit  of 
the  soap  and  its  name,  the  soap-buying  public  is  at  least 
made  familiar  with  the  product  to  some  extent,  so  that  they 
are  prepared  to  receive  the  article  as  one  of  recognized 
value  if  they  see  it  in  a  retailer's  store  or  have  it  offered 
by  a  retail  salesperson.  They  may  not  be  sufficiently  im- 
pressed   or  interested  by  the  advertising  to  go  to  a  retail 


WHAT  ADVERTISING  IS  AND  DOES  19 

store  and  specifically  ask  for  the  advertised  goods,  though 
this  does  happen  with  many  articles,  but  the  time  of  the  re- 
tailer is  saved  by  the  fact  that  the  consumer  feels  that  he 
knows  something  of  the  article  when  it  is  offered. 

When  the  situation  is  as  here  described,  the  manufac- 
turer may  be  said  to  have  created  '^ consumer  acceptance," 
even  if  he  has  not  created  a  positive  demand. 

Likewise,  when  the  public  has  been  made  sufficiently 
well  acquainted  with  the  merits  of  an  advertised  product, 
the  dealer  is  more  inclined  to  carry  a  stock  of  the  article 
and  thus  we  have  a  state  of  ''dealer  acceptance." 

Dealer  Attitude  Toward  Advertising. — An  article  may  be 
ever  so  good,  but  if  the  retailer  already  has  other  articles  that 
fill  this  particular  need,  articles  that  the  public  in  many 
cases  prefers  or  calls  for,  he  says,  in  effect,  to  the  manufacturer 
of  a  new  product:  ''Your  tooth-powder  may,  in  fact,  be  just  as 
good  as  the  four  kinds  that  I  sell  regularly.  It  may,  I  dare 
say,  be  even  better,  but  what  am  I  to  do  with  the  trade  that  is 
accustomed  to  buying  the  other  four  kinds?  Many  of  my 
customers  call  for  Lyon's,  Colgate's,  White's  and  the  others. 
Do  you  expect  me  to  take  up  my  time  in  persuading  them  that 
they  ought  to  try  a  new  kind  that  they  have  heard  nothing 
of?  I  am  in  the  selling  business,  of  course,  but  I  don't 
want  the  whole  burden  thrown  on  me.  Go  out  and  tell  the 
public  something  of  your  product.  If  you  can't  create  an 
actual  demand,  at  least  let  the  consumer  know  enough  about 
your  powder  so  when  he  comes  in  here  I  can  offer  it,  feeling 
that  the  product  will  be  well  received  and  that  the  buyer 
will  not  think  I  am  trying  to  force  something  on  him  because 
I  may  be  making  a  cent  more  profit  per  package. " 

There  have  been  many  cases,  in  the  history  of  advertising 
campaigns,  where  retailers  have  been  assured  of  an  active 
demand  for  a  new  product,  created  through  advertising,  that 
really  did  not  exist.  That  is,  the  advertising  was  not  effective 
enough  to  actually  bring  to  the  retailer's  store  a  string  of 
customers  interested  particularly  in  buying  the  advertised 
product.  It  is  more  often  the  case  that  advertising  creates 
"consumer  acceptance"  and  "dealer  acceptance,"  both  of 
which  are  powerful  seHing  aids. 


20  THE  ADVERTISING  HANDBOOK 

ADVERTISING  AS  A  MARKET  CONTROL 

Advertising  may  be  a  tremendous  force  in  bringing  about 
the  distribution  of  a  product,  because  the  manufacturer  who 
makes  efficient  use  of  advertising  may  appeal  to  tens  or  hun- 
dreds of  thousands  while  the  salesman  is  appealing  to  hundreds. 
Moreover,  advertising  enables  the  business  man  to  put  his 
information  before  a  great  multitude  that  the  salesman  cannot 
reach  or  cannot  interview.  As  has  already  been  pointed  out, 
advertising  may  not  make  complete  sales.  Its  influence 
depends  on  the  character  of  the  product  and  the  method  of 
marketing  used,  and  may  therefore  vary  all  the  way  from 
making  a  complete  sale  to  merely  making  a  favorable  impres- 
sion that  helps  the  salesman  or  the  retail  dealer  to  complete 
sales. 

But  advertising  goes  much  further  than  bringing  about  a 
knowledge  of  a  product  and  affecting  its  distribution.  It  ties 
up  the  business  to  the  producer  and  enables  him  to  control 
output  and  prices  better.  When  goods  go  out  absolutely 
unadvertised,  the  consumer  does  not  know  who  produced 
them  and  when  he  buys  the  second  time  he  may  not  buy  the 
same  goods  but  may  buy  similar  goods  made  by  some  other 
manufacturer.  Likewise,  the  jobber  or  retail  dealer  selling 
an  unadvertised  product  sells  such  goods  on  his  own  selling 
ability  and  on  the  confidence  that  his  buyers  have  in  him.  He 
can  change  to  similar  goods  produced  by  some  other  maker 
with  little  trouble.  Take  canned  goods  of  the  staple  variety, 
such  as  corn,  tomatoes  and  beans,  for  example.  There  is 
little  advertising  of  these  except  so  far  as  the  label  on  the 
package  is  concerned,  and  while  that  is  important  it  is  not  very 
far-reaching  or  a  type  of  advertising  that  alone  ties  up  a  prod- 
uct quickly  to  a  large  group  of  consumers.  Such  advertising 
works  slowly  unless  assisted  by  other  forms.  It  is  safe  to  say 
that  any  well  known  jobber  or  retail  dealer  can  change  his 
brands  of  such  goods  without  serious  difficulty. 

Fluctuation  of  Unadvertised  Goods. —  Goods  sold  on  the 
jobber's  or  the  retailer's  recommendation  are  more  subject  to 
price  fluctuation.  The  following  illustration  will  make  the 
principle  clear. 

During  the  war  period  there  was  considerable  difficulty  in 


WHAT  ADVERTISING  IS  AND  DOES  21 

securing  the  well  known  brands  of  baked  beans.  The  demand 
was  strong  and  additional  manufacturers  speedily  put  new 
goods  of  this  type  on  the  market.  A  brand  that  here  may  be 
referred  to  as  Bessie  Beans  was  offered  the  jobbers  and  a  good 
quantity  was  sold  at  attractive  prices  while  the  shortage 
existed.  Retailers  purchased  from  the  jobbers,  and  consumers 
in  turn  bought  Bessie  Beans. 

When  the  conditions  in  the  food  market  changed  and  the 
well  known  brands  of  baked  beans  could  be  procured,  the  job- 
bers found  that  their  dealers  preferred  to  go  back  to  the 
brands  they  had  been  selling  formerly,  and  it  took  consider- 
able effort  to  get  rid  of  the  Bessie  Beans  remaining  in  stock. 
Some  jobbers  sold  their  stocks  at  a  sacrifice  at  the  end  of  the 
year  in  order  to  get  rid  of  the  goods.  Bessie  Beans  were  of 
good  quality.  Yet  the  manufacturer  or  packer  could  not, 
after  the  abnormal  period,  command  the  attractive  price  or 
the  orders  he  secured  during  the  war.  His  price  suffered  an 
immediate  drop,  whereas  the  better  known  brands  could 
easily  command  their  former  price. 

Standardizing  the  Price  Through  Advertising. — Advertising 
affects  price  in  another  way.  Through  advertising,  the  manu- 
facturer of  a  specialty  can  acquaint  the  public  with  the  price  of 
the  article,  and  the  consumer  goes  to  his  retail  store  more  or 
less  prepared  to  pay  the  known  price.  This  is  illustrated  by 
the  IngersoU  watch,  the  various  typewriting  machines, 
Victrolas,  and  many  other  such  articles.  Retail  selling  is  much 
more  simple  where  the  consumer  knows  definitely  or  approxi- 
mately what  the  price  is.  Haggling  and  suspicion  are 
eliminated. 

It  should  not  be  understood,  however,  that  advertising 
may  absolutely  control  prices  of  all  staple  goods.  The  laws 
of  supply  and  demand  must  necessarily  always  affect  prices 
to  some  extent.  But  when  times  are  abnormal,  where  the 
market  is  oversupplied  or  undersupplied,  those  who  produce  or 
sell  trade-marked  and  advertised  goods  have  less  of  the  fluctuat- 
ing price  to  deal  with  than  is  the  case  with  those  who  sell 
unadvertised  goods.  The  consumer  has  a  measure  of  protec- 
tion from  this  condition.  When  he  knows  what  the  usual 
price  of  a  certain  shoe  or  shirt  is,  he  is  likely  to  require  an 


22  THE  ADVERTISING  HANDBOOK 

explanation  if  the  price  asked  by  the  dealer  is  higher.  K  nowing 
that  fact,  the  dealer  will  not  increase  the  price  unless  there  is  a 
good  reason. 

The  courts  have  made  some  rulings  against  price-control 
by  manufacturers  where  goods  are  sold  through  jobbers  and 
dealers  to  the  consuming  world.  But  no  laws  can  take  away 
from  manufacturers  the  right  to  spread  information  about 
their  goods  and  about  proper  prices  therefor.  And  when 
this  is  done  effectively,  much  has  been  done  to  stabilize  the 
market  and  to  maintain  production  on  an  even  basis.  The 
producer  who,  by  estabhshing  a  buying  habit  for  his  wares, 
has  a  more  or  less  steady  market  for  his  product  and  has  saved 
himself  considerable  of  the  uncertainty  of  the  periodic  ups  and 
downs  of  demand. 

WHO  PAYS  THE  COST  OF  ADVERTISING 

A  frequent  topic  in  business  circles  is  the  question  "Who 
pays  the  cost  of  advertising?"  The  man  who  asks  the  ques- 
tion is  often  one  who  professes  to  have  little  faith  in  the  value 
of  advertising  as  a  business  force  and  who  seeks  to  maintain  the 
position  that  unadvertised  goods  of  equal  quality  with  those 
advertised  can  be  sold  for  a  lower  price  and  the  consumer 
thereby  be  benefited. 

Rarely  does  any  one  who  brings  up  such  a  discussion  say 
whether  he  is  referring  to  successful  advertising  or  unsuccessful 
advertising.  Whether  advertising  is  successful  or  not  has  an 
important  bearing  on  the  other  question  of  who  pays  its  cost. 
The  cost  of  unsuccessful  advertising — and  considerable  advertis- 
ing is  unsuccessful  to  a  greater  or  less  degree — comes  out  of  the 
capital  of  the  advertiser,  for  it  is  obvious  that  unless  the  public 
buys  the  article  it  pays  none  of  the  cost — the  production  cost, 
the  transportation  cost,  the  selUng  cost  or  any  other  item. 

If  advertising  is  successful,  it  should  automatically  reduce 
the  selling  cost  and  does  that  unless  it  happens  that  the 
advertiser  has  a  monopoly.  It  is  a  simple  principle  of  economics 
that  for  most  commodities  to  be  sold  at  a  low  price,  they  must 
be  produced  on  a  large  scale.  If,  for  example,  a  manufacturer 
of  calculating  machines  can  sell  only  a  few  hundred  a  year, 
his  production  cost  would  be  so  high  that  there  would  be 


WHAT  ADVERTISING  IS  AND  DOES  23 

little  or  no  market  for  the  product.  If  he  can  sell  tens  and 
hundreds  of  thousands,  then  he  can  put  in  machinery  and 
operators  sufficient  to  produce  the  product  in  large  quantity 
and  thus  reduce  the  overhead  expense  of  the  enterprise.  It 
costs  very  much  more  per  barrel  to  produce  a  thousand 
barrels  of  cement  a  year  than  to  produce  one  million  barrels. 
This  applies  not  merely  to  production  cost  but  also  to  selling 
cost.  Every  aid,  therefore,  to  the  large  increase  of  the  sale  of 
a  product,  provided  its  cost  is  reasonable,  tends  to  reduce 
costs. 

Reduction  of  Selling  Costs  Through  Advertising. — A 
comparison  of  the  selling  costs  of  well  known  advertisers 
with  the  selUng  costs  of  other  firms  selling  non-advertised 
goods  of  the  same  nature  usually  shows  that  the  advertising 
manufacturer  has  a  lower  selling  cost.  An  investigation 
covering  twenty-nine  firms  who  advertise  regularly  showed 
that  in  five  cases  the  cost  to  the  consumer  had  been  reduced 
rather  than  increased  during  the  period  of  advertising,  while 
quality  had  remained  the  same.  In  sixteen  other  cases,  the 
quality  had  been  improved  with  no  increase  in  price,  while  in 
eight  cases  advertising  had  changed  neither  price  nor  quality. 

A  well  known  hat  manufacturer  states  that  in  fourteen  years  of 
advertising,  his  selling  cost  has  been  reduced  seventeen  per 
cent.  One  of  the  best  known  manufacturers  of  spark  plugs 
declares  that  his  selling  cost  has  been  reduced  seventy  per  cent, 
in  four  years,  though  the  advertising  campaign  has  opened  up 
much  new  territory  and  required  an  addition  to  the  traveling 
force.  Another  experience  has  been  recorded — that  of  a 
washing-machine  manufacturer — showing  that  advertising 
has  enabled  the  advertiser  to  reduce  his  sales  force  consider- 
ably and  to  cut  down  his  average  selling  cost  seven  per  cent. 

Selling  Costs  of  National  Advertisers. — The  following 
figures  given  by  three  clothing  manufacturers  seem  to  indicate 
that  large  advertising  campaigns,  if  successfully  executed, 
reduce  selling  costs  more  than  small  ones. 


spent  for  advertising 

Selling  cost,  per  cent. 

$85,000 

2.5  to  3 

49,000 

4 

24,000 

7 

24  THE  ADVERTISING  HANDBOOK 

Selling  costs  of  well  advertised  goods  are  often  much  lower 
than  the  general  public  supposes.  Four  automobile  manu- 
facturers give  their  percentages  as  ranging  from  %  of  one 
per  cent,  of  sales  to  2.6  per  cent.  A  large  clothing  manufac- 
turer gives  1}4  per  cent.,  the  world's  largest  manufacturer  of 
cameras,  3  per  cent.  Soaps,  tobacco,  etc.  average  higher,  5  to 
10  per  cent. 

The  cost  of  advertising,  in  commercial  practice,  is  a  part  of 
the  selling  cost.  Selling  cost  cannot  be  ehminated.  If  not  a 
word  of  advertising  is  ever  printed  about  a  new  soap,  the 
time  of  the  traveling  representative  who  sells  the  soap  to  the 
retailer  and  the  time  of  the  retailer  in  explaining  the  soap  to 
his  costumers  represents  a  cost,  and  that  is  as  much  a 
selling  cost  as  advertising.  Whether  those  who  produce 
and  market  a  product  do  so  by  means  of  salespeople  alone  or 
by  means  of  advertising  alone,  or  use  both  means,  selling  cost 
cannot  be  avoided. 

Selling  Cost  Inevitable. — SeUing  cost  is  as  legitimate  and 
unavoidable  as  production  cost,  or  transportation  cost.  If 
advertising  is  so  planned  and  executed  that  it  largely  increases 
the  sales  of  a  product  and  cuts  down  the  selling  cost,  the 
expenditure  becomes  a  benefit  to  the  producer  of  the  article, 
the  seller  of  it,  and  to  the  user  of  it.  It  surely  requires  no 
deep  thought  to  come  to  the  conclusion  that  the  manufacturer 
who  can  produce  a  thousand  articles  a  day  can  produce  them 
more  cheaply,  as  a  rule,  than  if  he  produced  only  a  hundred  a 
day,  or  that  the  merchant  who  can  sell  a  hundred  articles  a  day 
of  a  given  kind  can  sell  them  more  cheaply  than  if  he  sold 
only  ten  of  them. 

A  university  professor,  one  who  had  apparently  given 
considerable  attention  to  the  subject  of  political  economy, 
wrote  a  magazine  editorial  in  which  he  deplored  the  advertising 
that  was  spent  on  a  high-class  encyclopedia.  He  argued  for 
the  elimination  of  the  advertising  and  a  lowering  of  the  price 
of  the  set  of  books,  which,  he  thought,  would  result  in  many 
more  people  being  enabled  to  buy  this  useful  reference  work. 
He  was  asked  by  the  author  of  this  Handbook,  if  he  were  the 
publisher  of  the  encyclopedia  in  question  or  had  some  money 
invested  in  the  enterprise,  how  he  would  bring  the  work  to  the 


WHAT  ADVERTISING  IS  AND  DOES  25 

attention  of  people  generally  and  at  the  same  time  avoid  sell- 
ing expense,  of  which  advertising  was  a  part.  He  was  asked 
if  he  would  be  wiUing  to  take  the  chance  of  the  encyclopedia 
becoming  popular  merely  through  whatever  free  reviews 
editors  might  give  the  work  on  its  first  appearance  and  through 
the  recommendation  of  subscribers.  He  was  also  asked  if  it 
were  not  true  that  a  large  sale  was  absolutely  necessary  in 
order  to  sell,  at  a  popular  price,  such  a  publishing  work  as  an 
encyclopedia,  requiring  years  of  preparation  and  possibly 
hundreds  of  thousands  of  dollars  in  publishing  expense. 

The  professor-editor  declined  to  meet  the  issue.  The 
publishers  of  the  encyclopedia  would  gladly  have  availed 
themselves  of  the  ideas  of  this  critic  of  advertising  if  he  could 
have  suggested  a  way  of  avoiding  all  advertising  and  other 
selling  expense,  but  there  is  no  way  of  doing  so. 

There  have  been  other  critics  of  advertising  who  have 
argued  that  while  advertising  is  perfectly  justifiable  for,  say, 
the  first  year  that  a  product  is  on  the  market,  it  is  not  justifi- 
able afterward — that  a  year  is  sufficient  for  the  real  informing 
work  to  be  done.  This  position  is  also  untenable.  No 
advertising  campaign  could  be  so  thorough  in  one  year's  time 
as  to  spread  information  about  even  a  distinctive  and  unusually 
interesting  product  to  all  who  might  possibly  be  prospective 
purchasers.  Even  if  all  mature  readers  could  be  reached  in  a 
year,  there  would  be  the  new  generation  to  take  into  considera- 
tion. Every  year  almost  two  million  people  in  the  United 
States  and  Canada  come  to  the  age  at  which  they  can  read. 
Then  there  are  hundreds  of  thousands  coming  into  these  two 
countries  from  foreign  lands.  Have  manufacturers  and  mer- 
chants no  right  to  tell  these  people  about  their  products? 

The  conclusion  cannot  be  avoided  that  all  advertising 
which  truthfully  spreads  information  about  useful  commodi- 
ties, whether  that  be  goods  or  services,  is  justifiable  ethically 
and  commercially  if  the  expenditure  -be  so  planned  that 
distribution  is  increased  on  an  even  or  lowered  selling  cost. 

COORDINATION  OF  ADVERTISING  AND  SELLING 

Advertising  being  a  part  of  the  selhng  process — a  greater  or 
lesser  part  according  to  the  nature  of  the  product  and  accord- 


26  THE  ADVERTISING  HANDBOOK 

ing  to  the  method  of  seUing — it  follows  that  to  be  most  ef- 
fective, advertising  should  be  coordinated  as  closely  as  possi- 
ble with  the  work  of  the  salespeople,  whether  these  be  the 
manufacturer's  representatives,  the  salesmen  employed  by  job- 
bers, or  the  retailers  and  their  helpers. 

It  is  a  common  occurrence  for  a  manufacturer  to  advertise 
an  article  before  the  sales  department  is  ready  to  sell  it,  or 
possibly  before  the  manfacturer  can  make  deliveries.  It  has 
happened,  too,  that  the  advertising  has  been  based  on  a  form 
of  appeal  that  could  not  be  followed  up  and  supported  in  the 
sales  work.  Let  it  be  supposed,  for  example,  that  the  adver- 
tisements of  a  manufacturer  offer  to  sell  direct  to  the  consumer 
and  make  no  effort  to  direct  him  to  the  retail  store.  This 
may  be  expedient  if  the  manufacturer  intends  to  develop  his 
business  along  mail-order  Unes,  but  if  he  intends  to  supply 
consumers  eventually  through  retail  stores,  his  advertisements 
may  create  an  unfortunate  situation  that  will  embarrass  his 
salesmen  when  they  go  out  to  induce  jobbers  or  retail  dealers 
to  buy  a  stock  of  the  goods. 

An  advertising  department  that  does  not  coordinate  closely 
with  the  sales  end  of  a  business  may  advertise  prices  on  some 
article  when  good  salesmanship  would  make  it  expedient 
that  the  price  should  not  be  made  known  to  the  prospective 
purchaser  until  the  salesman  can  call  on  the  inquirer  and  show 
goods.  This  would  be  true  in  the  cases  of  a  campaign  for  an 
expensive  encyclopedia,  for  example. 

A  retail  advertiser  may  advertise  goods  and  interest  the 
public  and,  through  neglecting  to  instruct  his  salespeople 
thoroughly  about  the  goods,  have  buyers  come  in  only  to  find 
that  the  people  at  the  counters  know  little  or  nothing  about 
the  goods.  The  mere  fact  that  the  people  of  the  store  know 
nothing  about  the  value  of  the  advertised  article  may  be 
sufficient  to  chill  the  interest  of  the  inquirer. 

In  order  to  have  the  closest  relationship  and  harmony 
between  all  advertising  and  selling  effort,  some  concerns  have 
one  person  head  both  departments.  In  such  cases  he  will 
probably  be  known  as  the  sales  and  advertising  manager;  he 
may  have  some  other  title  but  carry  this  dual  responsi- 
biUty.     Sometimes,  however,  these  two  ends  of  a  large  busi- 


WHAT  ADVERTISING  IS  AND  DOES 


27 


ness  are  so  important  that  there  is  a  sales  manager  and  also 
an  advertising  manager.  Occasionally,  the  sales  manager 
is  the  superior  of  the  two  and  the  advertising  man  is  responsible 
to  him  and  his  department  is  regarded  as  a  wing  of  the  advertis- 
ing department.  In  many  cases,  the  advertising  department 
is  on  a  par,  so  far  as  responsibility  goes,  with  the  sales  depart- 
ment and  neither  manager  is  regarded  as  the  superior  of  the 
other. 


First  Conference 
with  Client 


Field 
Investigation 


Analysis 
Connpetition 


Determining 
General 
Policies 


Preparing 
Exhibit 


Conference  for 
Discussing  and  Revising 
Prelinninary  Draft  of  Plan 


Conapletion 


napietior 
of  Plan 


Delivery 
to  Client 


The  Order 


Appointing  Director 
and  Manager 


Scheduling 
the  Campaign 


Fig.  10. — Chart  from  an  advertising  agency  showing  the  preparation  of  an 
advertising  and  sales  campaign. 


It  is  unfortunate  but  true  that  in  a  great  many  businesses 
there  are  such  differences  in  business  ideas  and  temperament 
between  managers  of  advertising  department  and  sales  de- 
partment that  the  ideal  understanding  and  working  arrange- 
ment does  not  exist.  This  is  particularly  unfortunate  in  those 
cases  where  the  advertising  department  must  have  consider- 
able to  do  with  the  advertiser 's  sales  force  in  the  way  of  having 
them  understand  the  company's  advertising  and  ha.ving  sales- 


28  THE  ADVERTISING  HANDBOOK 

men  see  that  advertising  matters  are  properly  understood  and 
handled  by  the  retail  dealers. 

The  sales  manager,  by  reason  of  his  calling,  should  under- 
stand salesmen  and  dealers  somewhat  better  than  an  adver- 
tising manager.  The  advertising  manager,  on  the  other  hand, 
by  reason  of  his  training,  ought  to  be  a  better  judge  of  advertis- 
ing values  and  effects.  While  both  do  well  to  have  as  much  as 
they  can  absorb  of  the  other 's  knowledge,  the  work  of  the  two 
men  is  frequently  so  different  as  to  require  a  different  type  of 
man.  There  is,  however,  the  most  powerful  reason  for  having 
the  heads  of  two  such  important  parts  of  a  business  working  to- 
gether closely  in  the  laying  out  of  plans,  the  choosing  of  appeals, 
the  timing  of  the  advertising,  etc.  If  a  business  has  two  men 
who  cannot  thus  work  together,  with  enough  broadmindedness 
to  forget  some  of  their  differences  and  sometimes  support  a 
decision  that  they  have  not  favored,  a  change  of  one  or  the 
other  is  the  only  fair  thing  for  the  business.  Advertising 
and  sales  effort  costs  too  much  money  for  there  to  be  a  lack 
of  sympathy  and  cooperation  on  the  planning  end. 

Figure  10  gives  at  a  glance  the  various  steps  in  preparing  an 
advertising  and  selling  plan. 

EDUCATIONAL  EFFECTS  OF  ADVERTISING 

Advertising  methods,  unfortunately,  have  been  used  to  pro- 
mote many  unworthy  causes  and  products.  The  promoter  of 
humbug  medicines  and  fake  securities  and  others  have  been 
quick  to  use  the  quick  and  far-reaching  power  of  publicity  as  a 
means  for  gaining  their  ends.  Selling  by  face-to-face  methods, 
they  could  reach  only  a  relatively  small  number  of  people  un- 
less an  enormous  sales  force  were  employed.  Selling  by  the 
printed  word,  they  have  the  world  for  their  fields,  as  it  were. 
Through  magazines  and  newspapers  and  through  letters  and 
printed  matter  sent  through  the  mails  direct  to  the  address  of 
the  reader,  they  have  found  and  allured  their  victims. 

Regrettable  as  such  uses  of  advertising  methods  have  been, 
there  is  another  side  of  the  picture.  The  same  power  that  has 
been  used  to  defraud  the  ill  and  rob  the  unwise  investor  can  be 
used  to  spread  abroad  the  worthy  causes.  Tuberculosis,  which 
yearly  takes  off  more  human  lives  than  any  other  disease  but 


WHAT  ADVERTISING  IS  AND  DOES  29 

pnemnonia,  will  be  conquered  by  publicity.  Those  who  have 
made  a  study  of  the  Great  White  Plague  say  that  it  could  be 
stamped  out  in  a  generation  or  so  could  every  human  being  be 
warned  of  how  tuberculosis  is  contracted  and  induced  to  observe 
certain  precautions. 

The  growth  of  church  advertising,  of  advertising  for  Y.  M. 
C.  A.  features,  Red  Cross  work  and  other  such  causes  has  been 
attended  with  marked  success. 

The  great  campaigns  for  Liberty  Loans,  for  food  conserva- 
tion and  the  other  great  necessary  movements  during  the  late 
war  demonstrated  as  nothing  before  had  done  what  a  power 
advertising  is.  There  were  some  citizens  of  the  United  States 
who  believed,  at  the  outset  at  least,  that  it  would  be  easy  to  sell 
Liberty  Bonds,  that  all  the  Government  need  do  was  to  make  a 
simple  announcement  and  the  people  of  the  contry  would  step 
up  and  offer  their  money  unhesitatingly.  It  did  not  take  long 
to  discover  that  even  such  a  peerless  product  as  a  Government 
bond  of  the  safest  government  on  the  globe  had  to  be  explained 
to  the  masses  of  the  people,  that  appeals  to  thrift,  patriotism, 
etc.  had  to  be  made  over  and  over,  in  varied  form,  and  that  this 
aggressive  pubHcity  had  to  be  coupled  with  aggressive  sales- 
manship before  the  great  bond  issues  could  be  made  successful. 

It  has  been  only  about  a  dozen  years  since  advertising  was 
employed  with  success  in  the  advertising  of  political  platforms 
in  presidential  campaigns,  displacing  much  of  the  old-time 
"stump-speaking. " 

The  advantages  of  advertising  in  these  great  movements  is 
obvious.  The  printed  word  commands  a  measure  of  respect 
just  because  it  is  the  printed  word,  provided  it  does  not  violate 
credibility.  Furthermore,  through  advertising  the  appeals 
can  be  studied  out  and  presented  carefully  in  language  that 
represents  just  what  those  behind  the  campaign  wish  to  say. 
One  who  goes  out  to  give  an  oral  representation  for  a  certain 
cause  may,  through  the  misuse  of  words  or  misunderstanding 
of  his  authority,  say  something  very  far  from  what  those 
behind  a  campaign  wish  to  have  said. 

Advertising  has  enabled  the  transportation  companies  to 
coach  passengers  in  the  proper  manner  of  getting  off  cars.  It 
has  enabled  telephone  companies  to  prevail  on  their  subscribers 


30 


THE  ADVERTISING  HANDBOOK 


not  to  call  operators  to  ask  the  time  of  day  or  to  call  when  a  fire 
alarm  has  been  rung  and  ask  ''Where  is  the  fire?'' 

There  is  much  commerce  that  is  of  as  keen  interest  to  the 
reader  as  anything  to  be  found  in  the  so-called  reading  pages 
and  columns  of  the  magazines  and  newspapers.  Nothing  is  of 
greater  interest  to  the  man  who  is  thinking  of  buying  a  motor 


The  New 

Telephone  Ringing 

Signal 


Vou  will  hear  it  in  your  telephone  receiver  after  you 
have  given  the  number  to  the  operator  and  while  you 
are  waiting  for  the  called  telephone  to  answer.  It  is  a 
low  burr-r-ing  sound  lasting  several  seconds,  followed 
by  a  distinct  pause  and  then  a  renewal  6f  the  burr-r-ing 


It  starts -as  soon  as  the  connection  is  established  and 
keeps  up  until  someone  at  the  telephone  you  called 
answers  or  the  operator  tells  you  they  don't  answer 
The  purpose  of  this  ringing  signal  is  to  give  the  calling 
party  definite  audible  notice  that  the  work  of  putting 
up -the  connection  has  been  performed  by  the  operators 
concerned. 


New    York    Telephone     Company 


Fig.  11. 

boat  than  well  presented  information  about  motor  boats. 
The  housekeeper  who  longs  for  a  modern  refrigerator  finds 
both  interest  and  pleasure  in  printed  information  about 
refrigerators. 

Advertising  may  be  news  of  the  most  interesting  sort.  It 
may  give  serviceable  information  of  the  most  helpful  sort.  It 
may  stop  the  passing  of  a  counterfeit,  find  a  bank  robber,  force 
a  balky  public-service  company  to  give  better  service,  draw 
people  from  the  crowded  cities  to  farm  life,  convert  the  public 
to  the  cause  of  better  roads,  etc. 


WHAT  ADVERTISING  IS  AND  DOES  31 

Advertising  affords  the  Chicago  manufacturer  or  merchant 
an  opportunity  to  deal  with  the  customer  down  in  Texas  or 
out  in  Iowa  almost  as  readily  as  he  could  with  the  people  in  the 
towns  of  Illinois. 

Advertising  gives  the  man  out  on  the  farm  opportunity  to 
see  what  the  markets  of  the  world  afford,  whether  he  elects 
to  buy  direct  from  a  manufacturer  or  to  order  his  tractor  or  his 
washing  machine  through  his  local  dealer. 


World'.  s>r*«i 
R>ilro«d 


h  All  But  New  York 

The  Pennsylvania  Commission  has  just  authorized 
a7-centfare  in  Philadelphia.  The  existing 
3-cent  charge  for  transfers  will  remain. 

This  was  done  to  prevent  disaster  to  the 
Civ/'s  service  and  to  permit  its  expansion. 

New  York  is  the  onlY  lar^  SttX  Isflt  where  this 
policy  ha3  not  been  followed,  ^  „    ^    . 

•  •^  Jnterborough  Rapid  TmnsttQy 

Fig.   12. 

In  the  technical  field,  carefully  prepared  "informing  adver- 
tising "  spreads  data  about  the  latest  and  most  efficient  devices. 
Placed  though  it  may  be  for  the  purpose  of  selling,  advertising 
in  the  best  technical  journals  gives  more  up-to-date  data  about 
new  equipment  than  any  of  the  text-books. 

Advertising  often  permits  comparisons  that  cannot  be  made 
in  a  store.  Likewise,  the  advertising  of  a  local  store  often 
tells  an  interested  public  of  goods  obtainable  in  the  local  stores 
that  readers  did  not  know  could  be  purchased  there. 

Advertising  records  the  latest  productions  in  the  field  of 
merchandise  and  equipment.  It  tells  of  the  newest  things  in 
service.  Its  messages  are  spread  abroad  in  order  that  those 
who  feel  an  interest  in  what  is  offered  may  get  further  in- 
formation at  once  or  later  when  it  may  be  needed. 


SECTION  2 
MARKETING  CAMPAIGNS 

Military  Campaigns  and  Business  Campaigns. — "Cam- 
paign" is  an  apt  word  for  the  description  of  a  well  planned 
marketing  program.  Tlie  planner  of  a  military  campaign  first 
makes  a  careful  survey,  by  the  aid  of  maps,  correspondence, 
scouts  and  secret  men,  of  the  conditions  through  which  he  must 
force  a  way.  In  some  cases  a  military  campaign  is  the  result 
of  years  of  observation  and  preparation.  In  other  cases  the 
preparation  covers  only  weeks  or  months  but  is  made  as 
carefully  as  possible,  so  there  may  be  no  surprises.  The  skilled 
general  figures  that  there  will  be  enough  uncertainties  even 
when  he  knows  all  the  facts  and  plans  every  move,  so  he 
gets  all  the  data  available. 

The  military  campaign  affords  another  valuable  les- 
son, for  with  the  advance  of  an  army,  every  part  of  the 
organization  has  a  certain  duty  or  move  to  make.  The 
cavalry  can  do  things  that  the  infantry  cannot  do  well. 
The  artillery  can  give  the  infantry  a  support  that  the  cavalry 
cannot  give,  and  so  on.  There  is,  in  a  well  planned  military 
campaign,  perfect  coordination  of  the  various  factors. 

He  would  be  a  poor  general  who  would  order  an  army  forward 
with  little  idea  of  what  lay  before,  or  who  would  pay  no 
attention  to  the  duties  of  various  parts  of  that  army  but 
let  these  things  work  themselves  out  as  best  they  could.  Yet 
business  campaigns  have  been  conducted  in  just  such  reckless 
fashion.  An  advertising  appropriation  has  been  voted, 
decided  on  suddenly  perhaps  because  some  competitor  had 
begun  advertising,  and  the  money  partly  expended  before 
any  definite  sales  poHcy  had  been  decided  on  or  before  the 
advertiser's  own  salesmen  or  the  salesmen  of  retail  stores 
had  been  properly  coached. 

Again  and  again  advertising  has  featured  goods  on  which 
production    in    sufficient    quantity    had    not    been  assured, 

32 


MARKETING  CAMPAIGNS  33 

and  the  manufacturer  was  placed  in  the  unfortunate  position 
of  advertising  something  that  he  could  not  dehver. 

Much  in  advertising,  as  in  any  other  undertaking,  de- 
pends on  starting  right,  and  one  cannot  get  a  better  mental 
attitude  than  that  of  thinking  of  advertising  as  a  well  prepared 
movement  similar  to  a  military  campaign  planned  by  a  general 
of  a  Ufetime  of  experience  in  military  tactics. 

Great  Diversity  in  Campaigns. — Advertising  campaigns 
must  of  necessity  differ  greatly  according  to  their  scope 
and  according  to  the  character  of  the  article  to  be  exploited. 

A  campaign  may  be  national  or  international  (if  it  ex- 
tends to  several  countries),  or  it  may  be  local  and  be  con- 
fined to  one  city,  a  county,  a  state  or  perhaps  a  group  of 
two  or  three  states. 

A  campaign  may  be  one  planned  to  sell  goods  direct  to 
the  consumer  in  small  units,  which  may  mean  running  a  local 
retail  business  or  selling  direct  to  the  consumer  by  mail. 
Some  concerns  seUing  by  mail  direct  to  the  consumer  make 
their  own  goods.  Others  are  simply  merchants,  buying  goods 
made  by  others  and  using  advertising  as  a  means  of  exploit- 
ing these  goods. 

If  an  advertising  manufacturer  does  not  sell  direct  to  the 
consumer,  then  his  campaign  must  be  to  advertise  so  as  to  turn 
inquirers  to  the  wholesalers  or  retailers  who  sell  such  goods. 
Such  campaigns  have  been  described  as  "Go  to  the  dealer" 
campaigns. 

There  are  other  manufacturers  who  advertise  and  supply 
information  direct  to  the  consumer  but  who  send  a  represen- 
tative to  call  and  give  further  information.  The  product 
may  be  steam  boilers,  washing  machines  or  belting.  In  a 
way,  the  representative  who  calls  takes  the  place  of  a  local 
dealer,  for  he  is  likely  to  bring  a  specimen  of  the  product 
or  to  give  more  exhaustive  information  than  is  perhaps 
available  from  the  manufacturer's  catalog  or  possibly  through 
correspondence. 

This  Handbook  can  hardly  contain  such  complete  data  as 
to  solve  the  problem  of  what  is  the  best  type  of  campaign 
for  a  given  advertiser.  Often  it  is  easy  to  decide  that  a 
campaign  should  be  local  and  that  some  such  medium  as  the 


34  THE  ADVERTISING  HANDBOOK 

local  newspaper  should  be  used.  Again,  it  may  be  obvious 
that  the  local  community  would  afford  too  few  purchasers 
for  the  product  the  advertiser  has  to  market  and  that  a 
campaign  extending  over  the  entire  country,  or  possibly  to 
foreign  countries,  will  be  necessary  in  order  to  make  the 
number  of  sales  that  should  be  made  in  order  to  have  the 
enterprise  successful.  Suppose,  for  example,  the  commodity 
to  be  advertised  is  a  saw-mill  outfit.  It  is  evident  that 
any  locality  will  have  in  it  very  few  possible  purchasers 
of  such  equipment  and  that  far-reaching  advertising  will  be 
necessary.  Such  a  campaign  appeals  to  a  limited  and  special 
group,  whereas  there  are  other  campaigns  of  national  or  inter- 
national scope  that  appeal  to  the  general  pubUc;  such,  for 
example,  as  those  for  soaps,  flours,  clothing,  etc. 

Whether  the  article  or  service  to  be  advertised  is  a  new 
product  for  which  no  market  has  been  estabUshed  or  an  old 
product  for  which  newer  or  wider  markets  are  sought,  has 
much  to  do  with  the  character  of  the  campaign. 

A  change  of  marketing  campaign  may  be  the  occasion  for 
a  new  type  of  campaign  for  an  established  article.  When 
the  Oliver  Typewriter  Company,  for  example,  changed  its 
plan  of  selling  the  machine  through  special  representatives 
and  offered  to  sell  it  direct  by  mail,  on  approval,  a  new 
campaign  of  advertising  at  once  became  necessary  to  acquaint 
the  typewriter-using  public  with  that  change. 

What  a  Campaign  for  a  New  Product  May  Embrace. — 
The  following  schedule  will  indicate  some  of  the  necessary 
w6rkthat  will  Hkelybe  undertaken  in  the  case  of  a  new  product. 

1.  Study  of  the  possible  market. 

2.  Special  study  of  existing  competition.  '■ 

3.  Research  work  among  consumers  and  possibly  dealers. 

4.  Study  of  production  and  selling  costs,  so  as  to  determine 
what  can  be  spent  for  advertising  and  selling. 

5.  Study  of  the  article  itself,  so  as  to  decide  which  of  its 
selHng  points  should  be  featured.  This  study  should  include 
manufacturing  methods,  for  the  methods  of  manufacturing 
may  yield  as  good  selling  points  as  features  of  the  article  itself. 

6.  Decision  as  to  the  best  trade  channel  for  the  introductory 
campaign  and  a  definite  plan  for  a  permanent  campaign. 


MARKETING  CAMPAIGNS  35 

It  may  be  necessary,  for  example,  to  adopt  some  special 
selling  method  for  the  introduction  of  the  article,  which 
introductory  plan  will  not  be  followed  later.  Illustration: 
the  manufacturer  of  a  chemical  that  removes  rust-stains 
from  clothing  did  not  have  the  capital  necessary  to  begin 
national  advertising,  even  in  a  small  way.  So  he  prepared  an 
introductory  direct-mail  campaign  by  which  he  offered  his 
goods  to  Ladies'  Aid  Societies,  Pastors'  Aid  Societies,  and  the 
like,  to  use  in  their  campaigns  for  raising  money.  He  sold  a 
considerable  quantity  of  his  goods  in  this  way  and  the  use  of 
the  goods  thus  sold  built  up  a  demand  from  the  retail 
stores  in  certain  sections.  Later  he  advertised  along  broader 
lines,  but  his  original  campaign  was  justified  because  it  enabled 
him  to  get  a  certain  distribution  and  demand  that  made  his 
later  campaign  possible. 

7.  Decision  as  to  the  support  to  be  given  to  the  advertising, 
which  will  cover  work  with  the  salesmen  or  the  advertiser,  the 
dealers  who  are  to  handle  the  goods,  the  way  in  which  inquiries 
from  consumers  will  be  answered,  etc. 

8.  If  goods  are  to  be  sold  by  retail  dealers,  decision  as  to 
whether  an  exclusive  agency  should  be  given  to  one  dealer  in  a 
given  locahty  or  whether  it  is  better  to  sell  to  any  dealer  who 
can  be  induced  to  buy. 

9.  Decision  as  to  the  mediums  to  be  used  for  the  advertising. 

10.  Planning  the  actual  advertising,  selecting  the  appeals 
to  be  used,  placing  the  advertising,  checking  it,  etc. 

Campaign  for  an  Established  Advertiser.— The  following 
may  enter  into  the  campaign  plans  of  an  advertiser  whose 
goods  are  already  distributed  and  sold  to  a  considerable  extent. 

1.  Attitude  of  consumers  towards  goods,  their  experience 
with  them,  the  extent  to  which  they  place  repeat  orders,  etc. 

2.  Attitude  of  retail  dealers,  if  goods  are  sold  through  dealers. 

3.  Attitude  of  jobbers,  if  goods  are  sold  through  jobbers. 

4.  Study  of  competition. 

5.  Survey  to  determine  which  market  is  covered  and  study 
of  how  the  weak  spots  can  be  covered. 

6.  Study  of  existing  selling  methods  and  trade  channel, 
and  consideration  of  changes  in  selling  policies,  margins  of 
profits,  and  other  relations  with  jobbers  and  retailers. 


36  THE  ADVERTISING  HANDBOOK 

7.  Study  of  such  features  as  delivery  methods  and  service, 
in  case  the  advertiser  is  selHng  something  Hke  a  machine 
for  which  inspection  and  repair  service  must  be  given. 

8.  Study  of  mediums  in  use  and  consideration  of  possible 
new  mediums  that  may  be  utiHzed  to  advantage. 

9.  Study  of  present  advertising  copy  and  consideration  of 
new  forms  of  appeal  or  new  sizes  of  advertisements  or  schedules 
of  advertising. 

Scott  Paper  Campaigns. — The  Scott  Paper  Company  for  a 
while  sold  a  paper  towel  made  up  in  such  a  way  and  with  such 
a  style  of  fixture  that  only  business  offices,  hotels  and  the  hke 
were  probable  purchasers.  Though  the  Company  had  been 
successful  to  a  reasonable  extent  with  this  campaign,  its 
advertising  agency,  as  the  result  of  a  study  of  conditions, 
recommended  a  size  of  roll  and  a  fixture  that  could  be  sold  at  a 
price  to  attract  housekeepers,  and  the  immediate  result  was  to 
greatly  multiply  the  field  of  prospective  purchasers. 

As  the  result  of  a  later  study  on  another  of  their  products, 
the  Scott  Paper  Company  entered  on  a  campaign  to  educate 
the  public  to  ask  for  Scott  Tissue  rather  than  "toilet  paper." 
This  campaign  was  founded  on  the  recognized  reluctance  of 
thousands  of  people,  especially  women,  to  enter  a  pubhc  store 
and  ask  for  "toilet  paper." 

There  are  probably  few  products  so  well  estabhshed  that 
thorough  study  of  market  conditions,  the  product  itself,  its 
consumers  and  the  jobbers,  dealers  and  salespeople  who  sell 
it,  does  not  reveal  some  opportunity  for  improvement  or 
extension  of  the  promotion  campaign. 

Holeproof  Hosiery  scored  its  original  success  on  the  dura- 
bihty  argument.  In  late  years  this  advertiser  learned  that 
far  more  people  bought  hosiery  because  of  its  appearance 
than  because  of  the  durable  quality  of  the  product.  Con- 
sequently, the  current  campaign  of  the  Holeproof  concern 
is  well  expressed  by  copy  reading :  "  Famous  for  its  durability. 
Holeproof  Hosiery  has  now  become  known  as  America's  finest 
appearing  hose."  The  illustrations  are  now  devoted  entirely 
to  the  appearance  of  the  goods. 

Consider,  for  example,  the  successful  efforts  of  Portland 
cement  and  adding  machine  manufacturers  to  acquaint  the 


MARKETING  CAMPAIGNS  37 

young  people  of  the  schools  with  these  products,  so  that  they 
go  out  into  the  working  world  familiar  with  the  service  of 
cement  and  the  utility  of  the  adding  machine.  Supplying 
schools  with  material  or  equipment  for  lectures  and  demonstra- 
tion is  as  much  advertising  as  the  preparation  of  a  series  of 
magazine  announcements. 

New  Campaign  for  Fertilizer. — The  following  is  another 
illustration  of  what  a  new  form  of  campaign  for  an  experienced 
advertiser  may  be. 

A  fertilizer  company  was  doing  a  large  business  selHng  its 
products  through  something  like  five  thousand  dealers  and 
country  agents,  the  dealers  being  for  the  most  part  the  stores 
handling  grain,  feed,  farm  supplies,  seed,  etc. 

The  growing  tendency  of  the  American  public  to  cultivate 
small  gardens  and  the .  opportunity  to  do  business  with  the 
many  thousands  of  people  who  do  a  small  amount  of  flower- 
growing  suggested  to  some  one  in  the  fertilizer  company  the 
advisabiHty  of  putting  up  a  smaller  package  of  the  product. 
FertiUzer  in  the  past  had  been  sold  mainly  in  large  bags,  which 
met  the  need  of  the  farmer  well  enough  but  which  contained  a 
larger  amount  than  the  man  with  a  tiny  city  garden  or  the 
woman  with  a  few  flower  beds  needed.  To  open  a  large 
fertilizer  bag  and  make  up  small  packages  was  inconvenient 
though  it  was  frequently  done.  *'Why  not,"  thought  this 
executive,  "make  up  small  packages,  and  sell  these  through  a 
new  group  of  stores?" 

An  investigation  was  made  to  see  what  hardware  stores, 
drug-stores,  grocery  stores  and  even  the  five-  and  ten-cent 
stores  thought  of  the  idea.  Most  of  the  merchants  inter- 
viewed were  favorable.  The  hardware  stores  told  of  many 
instances  where  people  asked  to  have  a  small  package  of 
fertilizer  made  up  for  them. 

The  result  of  the  investigation  seemed  to  show  that  in 
the  territory  where  the  fertilizer  company  had  some  five 
thousand  dealers  or  agents  selling  the  larger  bags  of  fertilizer, 
there  were  something  like  50,0C0  stores  that  were  possibilities 
as  retailers  of  fertilizer  in  small  packages.  This  investigation 
also  showed  the  necessity  of  a  different  type  of  advertising. 
The  former  advertising  had  been  to  farmers  exclusively.     The 


38  THE  ADVERTISING  HANDBOOK 

new  type  of  advertising  had  to  be  directed  to  the  small  gardener 
and  florist,  who  might  be  a  city  man  or  woman.  It  called  for 
study  of  fertilizers  that  were  particularly  adapted  to  garden 
crops  and  flowers  and  for  the  study  of  appeals  to  people  who 
raised  such  crops. 

Extensions  of  Other  Campaigns. — Probably  few  advertisers 
have  gone  so  far  or  have  made  such  progress  in  the  study  of 
their  markets  that  there  do  not  still  remain  possibiHties  for 
changes  or  extensions  of  their  campaign  plans. 

Carborundum,  for  example,  originally  made  up  as  a  dis- 
tinctive new  type  of  grinding  material,  has  spread  out  until 
there  is  a  large  business  in  razor  hones,  carving-knife  sharpen- 
ers, scythe-whetters,  etc.  These  specialties  call  for  a  type  of 
advertising  that  was  not  deemed  necessary  or  practicable  at 
the  outset. 

Portland  cement,  marketed  originally  mainly  for  such  con- 
structions as  sidewalks,  floors  and  walls,  has  now  a  large  sale 
as  a  road-building  material  and  considerable  money  ha-s  been 
spent  during  the  last  five  years  advocating  concrete  roads. 
Still  later  has  come  its  use  in  the  building  of  ships  and  barges, 
and  this  called  for  another  campaign  of  advertising. 

The  paint-manufacturing  companies  have  for  many  years 
been  conducting  aggressive  campaigns  that  sought  to  drive 
home  the  superior  quality  of  the  several  brands.  In  recent 
years,  a  cooperative  campaign  has  been  in  progress,  the  key- 
note of  which  has  been  ''Save  the  surface  and  you  save  all." 
This  campaign  has  been  one  of  public  education  on  the  im- 
portance of  painting  a  surface  before  deterioration  takes 
place,  in  other  words,  a  campaign  of  information  about  the 
value  of  paint  rather  than  a  selfish  campaign  arguing  for 
the  sale  of  one  particular  brand. 

A  new  form  of  campaign  may  be  made  necessary  because  of 
the  addition  of  a  new  product  to  some  well  advertised  line. 
Several  typewriting  machines  are  widely  known.  Yet  a 
number  of  these  have  found  it  desirable  to  bring  out  a  new 
small  model  of  the  portable  style.  While  the  advertising  of 
former  years  will  help  to  make  the  advertising  of  the  new 
model  easy,  just  the  same,  the  portable  machine  will  have  to 
be  advertised   extensively  and  aggressively  by  each  manu- 


MARKETING  CAMPAIGNS  39 

facturer  before  any  large  proportion  of  the  purchasing  public 
knows  of  the  existence  of  the  smaller  models  or  is  converted  to 
the  desirability  of  purchasing  such  writing  machines. 

Local  Campaigns. — The  foregoing  illustrations  have  dealt 
mostly  with  manufacturers'  campaigns.  A  business  firm 
planning  a  local  campaign,  such,  for  example,  as  a  real  estate 
dealer,  a  banker,  a  laundryman,  or  a  hardware  store,  does  not 
have  as  many  conditions  to  study  as  a  manufacturer  who  must 
perhaps  deal  with  both  jobber  and  retailer  before  he  reaches 
his  real  consumer.  But  local  problems  may  be  difficult  of 
solution  just  the  same.  For  it  must  always  be  borne  in  mind 
that  while  it  may  be  possible  for  a  business  firm  to  reach  its 
logical  group  of  consumers  by  any  one  of  several  methods  of 
advertising,  some  of  these  methods  may  be  entirely  too  costly 
for  the  result  achieved.  The  real  estate  man,  for  example,  has 
a  certain  commission.  He  can  spend  only  so  much  of  that 
commission  in  his  business-getting  program.  A  banker  can 
afford  so  much  for  savings  accounts.  He  cannot  afford  to  have 
them  cost  him  a  hundred  dollars  each.  Likewise,  the  laundry 
and  the  hardware  store,  while  wishing  to  gradually  increase 
their  sales,  have  a  limit  for  sales  expense. 

Campaigns  for  such  advertisers  call  for  close  studies  of  the 
buying  habits  of  people  as  well  as  their  walking  and  reading 
habits.  Location  may  have  much  to  do  with  the  solution  of 
campaign  problems.  A  hardware  merchant  with  a  store  in  the 
central  part  of  a  city  may  be  able  to  use  the  newspaper  as  its 
principal  medium,  whereas  a  hardware  man  in  one  end  of  a 
large  city  may  not  be  able  to  get  proper  results  from  the  news- 
paper because  his  location  is  such  that  a  large  proportion  of  the 
people  of  the  city  cannot  conveniently  deal  with  him.  He 
may  have  to  use  circulars,  a  house  organ,  street  car  cards, 
posters,  letters,  etc. 

The  Prospective  Group. — Every  advertiser  has  a  certain 
logical  group  of  prospective  purchasers.  In  the  case  of  most 
advertisers  there  is  also  a  group  of  readers  made  up  of  people 
who  by  no  reason  can  ever  be  purchasers  of  the  commodity. 
Appealing  to  this  latter  group  may,  therefore,  be  sheer  waste 
and  the  advertiser  does  well  to  avoid  that,  though  he  may 
use  mediums  that  afford  a  profitable  means  of  appealing  to  his 


40  THE  ADVERTISING  HANDBOOK 

logical  group  while  at  the  same  time  reaching  many  who  are 
in  the  ''waste  group."  Illustration:  the  manufacturer  of  an 
electrical  household  apphance  has  for  his  logical  group  those 
homes  where  electricity  is  in  use.  There  is  a  large  circle  of 
readers  living  in  homes  where  electricity  is  not  available. 
These  readers  are  to  a  large  extent  waste  circulation,  and  noth- 
ing is  gained  by  trying  to  appeal  to  them  especially. 

At  the  same  time,  it  must  not  be  overlooked  that  there  is  a 
"twilight  zone,"  as  it  were,  between  the  advertiser's  group  of 
logical  purchasers  and  another  group  who  cannot  make  use  of 
the  product.  Using  the  electrical  applicance  again  as  an 
example:  some  of  the  people  whose  homes  are  not  supplied 
with  electricity  today  will  have  the  use  of  it  five  years  from 
today,  and  some  of  the  publicity  that  is  today  apparently 
wasted  will  count  for  something  then.  Furthermore,  some  of 
the  people  living  in  homes  where  there  is  no  electricity  will 
move  every  year  into  homes  where  current  is  supplied.  This 
illustration  serves  to  show  that  an  advertiser  can  hardly  afford 
to  draw  too  small  a  circle  of  prospective  users. 

There  have  been  critics  of  the  ARMCO  IRON  advertising 
campaign  who  said  that  the  American  Rolling  Mills  Company 
could  never  profit  by  a  national  advertising  campaign;  that 
too  few  of  the  people  of  the  country  were  interested  in  know- 
ing what  iron  was  used  in  the  products  they  bought.  But  an 
effective  advertising  campaign  was  put  through  for  ARMCO 
IRON  on  the  feature  that  this  iron  is  rust-resisting.  Today 
there  are  at  least  a  score  of  hardware  manufacturers  making 
their  specialties  out  of  ARMCO  IRON  and  advertising  that 
their  milk-cans,  ice-cream  freezers,  etc.  are  more  durable 
because  made  of  ARMCO  IRON.  Thousands  of  the  salesmen 
of  different  manufacturers  are  using  this  argument  with  dealers 
and  consumers.  Thus,  a  campaign  may  become  much  more 
far-reaching  than  even  those  behind  the  enterprise  at  the  out- 
set anticipated. 

Distinctive  Campaigns. — A  retail  firm  conducting  a  farm- 
supply  store  in  a  small  town  of  Pennsylvania  found  itself 
losing  some  business  to  mail-order  firms.  The  advertising 
of  the  store  was  distinctive.  A  specimen  is  here  shown.  This 
newspaper  space  was  always  filled  with  a  small  display  ad- 


MARKETING  CAMPAIGNS 


41 


vertisement  and  a  number  of  little  human-interest  items  about 
what  the  people  of  the  town  and  country  were  buying  and 
doing. 

But  the  Murray  Co.  went  further.     A  maiHng-list  of  buyers 
throughout  the  county  was  established,  and  these  names  were 


Published  by  MURRAY  CO.,  Honesdale  Pa. 


— Prctidcnt  WilMn  Myt,  eloM  upi 
•hop  for  the  next  ten  Mondays,  eo  our 
(tore  will  be  doted.    We  are  going  to| 

he  Preiident's  orders  by  anticipating! 
their  orders  on  Saturdays  or  deferring; 
them  till  Tueidays.  We  realize  t(-atj 
their  maybe  emergency  calls  where  it 


be  accommodated. 

real  necessity.    As 
arriving  every  day  ' 


please  do  not! 
mess  there  is  ai 
•  lime  cars  are' 


customers  can   secure   then 


out  In  the  barn  putting  up  one 
ir  good  Star  Kay  Carriers,  while 
arn  Is  full  of  hay  and  the  putting 


Burn  Wood  and  Save  Coal 

Be  patriotic  as  well  &s  economical  if  you  have  Waste 
wood. 

A  good  power  wood  saw  conts  only  $12  to  $30  and  we 
can  furnish  you  a. complete  outflt,  engine,  saw  and  belt 
for  about  SIOO. 

We  also  have  cross  cut  and  buck  saws  for  small  jobs. 

MURRAY  CO. 

Everything  for  the  Farm,  Honesdale,  Pa. 


most  of  us  like  high  <j 
ing  as  much  u  a  mad 
shirt.     Save  your  neck  by 
your   hay    carrying   outfit 


tfj*  a  red 


— When  you  get  your  bill  for  Edison 

Lime  do  net  be  surprised  if  the  figures 

are  SO  cents  per  ton  higher  than  you 

expected.    Our  factory  owning  to  wa' 

conditions  find   It  Impossible  to  pur. 

chase  the  regular  100  pound  bags,  so 

.are  making  shipments  in  80  pound  bags 

2S  to  the  ton.    These  bags  are  charged 

Co  you  at  14  cents  each  or  $3.50  per 

t'-Ev-''''"  *"''  "''"  •""•""'  *'"  ''•  "'"''*«<< 

in  jthei^  y°"  when  bags  are  returned.    If  it 

farmer- is  at  all  convenient  arrknga  to  empty 

to  buy  I  the  bag*  and  ship  them  back  at  once. 

gcoo  service  with  It.    By  this  we  mean  i  sy  doing  this  you  can  avoid  having 

wU«^"  "orSm'how  toVera"  ij!">'  "'-">'  «'«»  <">  '"  »'a*  •"<«  •'" 
^nd^who  keeps  a  full  line  of  repairs  ""ke  it  possible  for  some  other  pur- 
se that  .'le  will  not  be  wtlhout  the  use  chasers  to  secure  lime  later  as  It  la 
of  his  machine  where  he  needs  it  the  only  a  question  of  time  when  our  fac- 
rnV'that'i's  ShV'thlJIa^meVof  *L«kV.I"'^  "'"  "«  '"""'y  <""»  o'e«"on  bags, 
ilnna'cou'nt^  give  us  their  business.  |  ^o"  ""  «>"?«/  yo<"-  b***  ••><>  pHe 
Eiison  Lima  In  any  part  ef  your  barn 
iS  this  lime  Is  non^austlc  A  very 
profitat  le  way  Is  to  use  It  aa  an  abaorb- 


etrange  to  say  ther« 
erything  for  the  Fa 
whole  valley.  Wht 
buya  machinery  I 


the  efficient 


auperintendent   of   St.  Ji 

merly  occupied  by  Mr. 
Scranton,  but  now  owne 
tera  of  Mercy.  When  I 
took  charge  of  the  farm  his  first  offic- 
tal  act  was  to  get  rid  of  the  old  ma- 
chinery and  wo  had  the  pleasure  of 
furnishing    him    with    "Everything    for 


--Ex-Mayor  E.  B.  Jermyn,  who  pur^ 
'.based  the  Hubbard  Farm  at  Waymart. 
took  hla  big  brothera  advice  and  atart. 
ed  farming  right  by  buying  "Every- 
thing for  the   Farm"   Machinery. 


Surke,  tne  big  railroad 
IS  one  of  the  beat  farm* 
in  Lackawanna  county,  aaya  the  aea- 
sons  are  too  abort  to  be  delayed  in 
securing  repaira  ao  we  get  hia  busi- 
nesc  He  haa  one  of  our  Papec  Blow* 
era,  a  Cambridge  Sulky  Plow,  Wood 
Tedder  and  Rake,  Riding  Cultivator, 
Star  Barn  Equipment  and  use*  our  fer* 
tlllier  and  Edison  Lime. 


— Jos-  Jermyn  haj  a  big  stock  farm 
near  Jermyn,  Pa.,  and  when  ha  Is  not 
busy  on  the  farm  runa  a  couple  of  coal 
felines,  a  big  store  and  the  Hotel  Jer. 
myn  and  bales  hia  hay  with  one  of  our 
good  presses. 


cams  from  our  store. 

—8.  H,  Throop  of  Scranton,  Jol-.4 
Simpson  and  Thos.  Jones  are  other 
good  Lackawanna  farmers  that  '.'ike 
our  way  of  selling  good  ssrvlce  with 


MURRAY  CO. 


Everything  for  the  Farm 


Honesdale,  Pa. 


Fig.  1. 


kept  on  stencils  for  easy  and  speedy  addressing.  This  list 
was  classified  and  checked  with  the  county  assessor's  Hst.  If 
a  farmer's  property  list  did  not  show  that  he  owned  at  least 
eight  cows,  he  would  not  be  included  in  the  special  list  of 
diarymen. 


42  THE  ADVERTISING  HANDBOOK 

This  mailing-list  was  covered  with  appropriate  circulars 
several  times  a  year.  The  firm  made  up  a  small  mail-order 
catalog  in  the  general  style  of  the  large  mail-order  catalogs, 
but  nothing  was  listed  in  this  book  but  those  articles  on  which 
the  Murray  Co.  could  sell  about  on  a  par  with  the  mail-order 
houses.  In  some  cases  they  listed  articles — gas  engines,  for 
example — that  could  be  shipped  direct  from  the  manufacturer 
to  the  farmer.  The  circularizing  of  the  list  with  this  catalog 
proved  to  be  effective  in  stopping  most  of  the  out-of-town 
buying. 

The  Murray  Co.  also  used  the  list  in  advertising  a  spring 
opening  or  ^'big  party''  as  it  was  called.  The  firm  asked  the 
manufacturers  whose  goods  they  handled  to  furnish  equip- 
ment for  a  booth  and  to  send  a  demonstrator  or  representative 
there  to  take  charge  of  it.  The  result  was,  in  one  year,  twenty 
booths  showing  farm  equipment,  each  in  charge  of  a  manu- 
facturer's representative.  Music  was  arranged  for,  free 
cigars  were  presented  to  the  men,  flowers  to  the  women,  and  a 
bag  of  candy  for  every  child .  The  store  invariably  was  crowded 
all  day  on  these  occasions  and  a  large  number  of  advance 
orders  for  farm  supplies  were  taken. 

Such  a  campaign  called  for  as  close  a  study  of  the  territory 
and  customers  of  the  store  as  many  a  manufacturer's  schedule 
requires. 

Campaigns  may,  according  to  the  nature  of  the  product  or 
the  class  of  consumers,  have  to  be  planned  along  unusual  lines. 

A  maker  of  artificial  limbs,  for  example,  does  some  general 
advertising  in  the  magazines,  but  his  best  plan  is  that  of  sub- 
scribing for  newspaper  clippings  that  tell  of  amputations. 
This  affords  a  live  list  of  business-leads,  and  before  the  man 
who  lost  his  arm  or  his  leg  is  out  of  the  hospital,  he  receives  a 
tactfully  written  letter  and  a  booklet  dealing  with  the  product 
of  the  limb-manufacturer. 

Some  very  successful  campaigns  have  been  carried  out  by 
small  classified  advertisements  inserted  in  the  columns  of 
newspapers  headed  Help  Wanted,  For  Sale  or  Exchange, 
Business  Opportunities,  etc. 

Another  distinctive  form  of  campaign  is  that  of  a  house 
organ.     A  successful  Philadelphia  manufacturer  has  a  house 


I 


MARKETING  CAMPAIGNS  43 

organ  that  is  regarded  as  being  the  most  effective  form  of 
advertising  the  firm  employs,  and  the  maihng-Hst  to  which 
this  house  organ  is  sent  is  valued  very  highly.  The  house 
organ  is  a  distinctive  type  and  is  very  closely  identified  with 
the  manufacturer. 

EXPERIMENTAL  CAMPAIGNS 

Before  an  advertiser  launches  a  far-reaching  and  expensive 
campaign,  it  is  often  good  tactics  to  do  some  experimental 
work  in  order  that  he  may  determine  which  of  several  methods 
is  the  most  effective  in  its  effects  on  consumers,  dealers  or 
both. 

No  matter  what  sort  of  research  work  he  may  conduct,  it 
may  be  an  open  question  as  to  whether  a  newspaper  campaign, 
a  street-car  campaign,  an  outdoor  campaign  or  some  other 
form  will  give  the  best  results,  cost  considered. 

Procter  &  Gamble,  while  possessing  a  rich  experience  gained 
in  marketing  Ivory  Soap,  thought  it  best,  when  a  new  product, 
Crisco,  was  ready  for  marketing,  to  conduct  several  Crisco 
campaign  experiments  before  proceeding  on  a  large  scale. 
While  such  experiments  necessarily  delay  the  carrying  out  of  a 
general  program,  so  does  experimental  work  in  other  lines 
delay  but  such  delays  may,  in  the  long  run,  prove  to  be  a  real 
saving. 

Attractiveness  of  Campaign  Plan. — Much  of  the  success  of 
an  advertising  campaign  depends  on  the  soundness  or  attrac- 
tiveness of  the  main  idea  of  the  campaign.  To  illustrate:  a 
new  shaving  razor  was  advertised  on  the  plan  of  offering  the 
razor  without  payment  to  any  reliable  person.  That  person 
agreed,  however,  to  send  the  advertiser  each  week  the  money 
that  he  saved  by  shaving  himself  instead  of  going  to  the  barber, 
whether  that  amount  was  thirty  cents  a  week,  forty  cents  or 
fifty  cents.  The  central  thought  of  the  copy  was  '*  Pay  as  you 
shave  and  save.''  It  was  an  attractive  idea — that  one  could 
pay  for  an  equipment  of  this  sort  with  the  money  actually 
saved  by  using  it. 

Banks  some  years  ago  secured  a  wonderful  increase  in  small 
savings  accounts  by  adopting  the  ''Club  Plan.''     There  were 


44  THE  ADVERTISING  HANDBOOK 

Christmas  Clubs  and  Vacation  Clubs.  The  depositor  could 
take  his  choice  of  several  plans  of  depositing  money,  a  fixed 
equal  amount  a  week,  or  beginning  with  a  small  amount  and 
gradually  increasing  the  sum,  or  beginning  with  a  fair-sized 
amount  and  gradually  decreasing  the  sum.  But  the  idea  was 
new,  or  at  least  it  had  a  new  name,  and  its  good  feature  was 
that  people  bound  themselves  to  pay,  if  possible,  a  definite 
amount  of  money  each  week.  This  proved  to  be  exceedingly 
attractive,  and  a  great  many  people  who  had  considerable 
money  deposited  on  other  accounts  joined  the  savings  clubs 
and  accumulated  a  special  fund  for  Christmas  or  for  a  vacation. 
From  this  has  originated  clubs  for  buying  a  kitchen  cabinet, 
and  clubs  for  various  other  purchases.  It  is  merely  a  variation 
of  the  old  instalment  plan  of  payment,  but  the  words  ''instal- 
ment plan"  have  come  to  have  an  objectionable  suggestion 
to  the  minds  of  many,  and  the  "Club  Plan"  provides  a 
pleasing  variation. 

RESEARCH  WORK 

A  most  important  part  of  any  marketing  campaign  is  the 
research  work.  Imagination,  or  vision,  has  been  responsible 
for  many  advertising  successes.  But  in  spite  of  the  value  of 
the  imagination,  which  is  discussed  thoroughly  in  the  section 
of  this  book  devoted  to  Copy,  it  is  poor  policy  to  trust  to 
imagination  in  planning  a  campaign  if  it  is  possible  to  secure 
actual  facts  on  which  to  build  conclusions.  There  are  things 
that  must  be  imagined.  Other  conditions  can  be  determined 
with  considerable  accuracy.  MilUons  have  been  wasted  in 
advertising  because  some  one  imagined  or  guessed  that  certai^i 
conditions  prevailed  when,  as  a  matter  of  fact,  other  conditior  s 
prevailed. 

Some  ten  or  twelve  years  ago  a  leading  watch  manufacturer 
was  solicited  to  advertise  to  the  farm  trade.  This  manufac- 
turer imagined  that  farmers  generally  were  buyers  of  the 
cheaper  grades  of  watches,  and  his  advertising  had  been  placed 
accordingly.  An  investigation  conducted  among  enough 
farmers  scattered  over  different  sections  was  sufficient  to 
convince  the  manufacturer  that  his  notion  was  erroneous.  As 
a  result,  the  watch  campaign  was  considerably  modified. 


Tabulation  of  an  inquiry  among  farmers  to  determine  kind  of 

WATCH  owned 


MARKETING  CAMPAIGNS 
Exhibit  No.  1 


45 


H 

a 

S 

s 

-§ 

.S 

i 

a 

1 

1 

02 

2 

a 

t-H 

1 

0 

i 

I 

Alabama 

195 

97 

24 

4 

11 

3 

4 

,39 

43 

225 

144 

Arizona 

12 

11 

3 

5 

1 

8 

28 

11 

151 
50 
33 

103 
29 
28 

19 
17 

7 

6 
4 
3 

13 
27 

4 

34 
22 

18 

12 
12 

8 

187 

116 

75 

103 

5 
5 

"2' 

50 

Colorado 

33 

Connecticut 

24 

10 

25 

2 

2 

1 

1 

4 

9 

54 

24 

22 
65 

23 
53 

17 
2 

2 
3 

5 
15 

3 
22 

50 
106 

22 

Florida 

6 

3 

1 

65 

Georgia 

290 

193 

57 

15 

25 

14 

2 

48 

59 

413 

255 

Idaho                  ...    . 

43 

417 

31 
369 

8 
69 

35 

20 
33 

6 
15 

"34" 

10 
65 

13 
159 

88 
779 

40 

Illinois 

379 

Indiana 

581 

475 

86 

31 

68 

27 

28 

109 

151 

975 

498 

Iowa 

117 

106 

33 

14 

12 

11 

14 

17 

38 

245 

115 

Kansas 

98 

56 

24 

1 

11 

4 

2 

17 

12 

127 

73 

Kentucky 

248 

87 

40 

14 

9 

3 

5 

40 

59 

257 

219 

Louisiana 

70 

32 

12 

5 

7 

1 

1 

52 

25 

135 

67 

Maine 

44 

12 

41 

6 

4 

2 

3 

8 

10 

86 

40 

Maryland 

55 

41 

26 

3 

19 

1 

20 

16 

126 

51 

Massachusetts 

36 

5 

29 

3 

10 

2 

2 

4 

21 

76 

37 

Michigan 

201 

142 

37 

5 

44 

9 

16 

82 

79 

414 

188 

Minnesota 

170 

148 

47 

21 

17 

18 

20 

42 

47 

360 

155 

Mississippi 

170 

84 

18 

12 

5 

2 

3 

40 

40 

204 

114 

Missouri 

252 

236 

46 

14 

25 

8 

3 

64 

57 

453 

248 

Montana 

73 

52 

17 

5 

17 

7 

9 

26 

13 

146 

71 

69 

3 

12 

48 
2 
5 

20 

1 

13 

5 

4 

9 

1 

16 
2 
2 

13 
1 
3 

116 

6 

26 

60 

Nevada 

3 

New  Hampshire.  .  . 

3 

12 

New  Jersey 

29 

16 

10 

4 

12 

2 

5 

15 

64 

27 

New  Mexico 

14 

189 

22 
162 

3 

78 

18 
80 

8 
59 

51 

458 

12 

New  York 

30 

43 

6 

183 

North  Carolina .... 

215 

131 

45 

10 

12 

1 

5 

43 

38 

285 

181 

North  Dakota 

125 

135 

44 

6 

48 

5 

7 

39 

38 

322 

113 

Ohio 

336 

268 

117 

34 

55 

29 

26 

63 

106 

698 

299 

Oklahoma 

121 

83 

19 

10 

10 

2 

7 

12 

29 

172 

99 

Oregon 

53 

30 

22 

1 

29 

8 

1 

18 

20 

129 

52 

Pennsylvania 

335 

385 

1091  26 

55 

32 

,8 

156 

89 

860 

319 

Rhode  Island 

5 
96 

2 
63 

2!     3 

5 
13 

12 
154 

5 

South  Carolina.  .  .  . 

17 

18 

3 

14 

26 

95 

South  Dakota 

85 

99 

17 

20 

4 

7 

33 

18 

198 

83 

Tennessee 

184 

128 

17 

15 

12 

2 

6 

34 

58 

272 

163 

Texas 

243 

164 

35 

15 

22 

3 

2 

42 

43 

326 

189 

Utah 

18 
32 

16 
27 

5 
26 

'■3' 

2. 

5 
9 

4 
9 

32 

81 

16 

Vermont 

1 

3 

3 

29 

Virginia... 

206 

155 

39 

26 

30 

8 

7 

63 

32 

360 

193 

Washington 

72 

49 

37 

14 

12 

9 

23 

144 

69 

West  Virginia 

109 

81 

26 

9 

6 

4 

5 

■a 

17 

189 

96 

Wisconsin 

134 

113 

41 

12 

12 

5 

12 

31 

263 

123 

Wyoming 

13 

14 

2 

2 

2 

' 

23 

12 

Total 

6,115 

4,621 

1,449 

437 

799 

283 

256 

1,530 

1,591 

10,966 

5,435 

A  leading  paint  company  imagined  that  farmers  did  their 
own  painting  and  that  therefore  the  country  painter  could  be 
neglected  in  their  advertising  campaign.  An  executive  of  the 
paint  company  did  not  believe  that  this  opinion  was  founded 


46  THE  ADVERTISING  HANDBOOK 

on  facts  and  he  went  out  on  a  touring  trip  through  the  nearby 
farming  regions,  conceahng  the  fact  that  he  had  any  interest 
in  the  paint  company.  He  found  what  every  one  famihar 
with  rural  conditions  knows — that  while  the  farmer  might 
possibly  paint  his  barn  or  some  other  out-building,  his  residence, 
if  he  had  a  good  one,  was  almost  invariably  painted  by  the 
country  painter.  In  truth,  the  painting  of  a  residence 
requires  considerable  equipment  that  no  one  would  be 
warranted  in  buying  unless  he  were  making  a  business  of 
painting. 

Who  Should  Undertake  Researches? — Advertising  agencies 
do  considerable  of  the  research  work  that  precedes  marketing 
campaigns.  Some  advertisers,  however,  do  such  work  on 
their  own  account,  using  a  member  of  their  staff  for  the  purpose 
or  making  a  contract  with  some  other  concern  experienced  in 
research  work. 

Research  work  may  consist  of: 

1.  Sending  out  investigators  to  call  on  consumers,  retailers 
or  jobbers,  or  perhaps  on  men  or  women  who  do  not  actually 
purchase  the  goods  under  study  but  recommend  or  specify 
commodities — engineers,  architects,  dentists,  etc. 

2.  The  preparation  of  and  sending  out  of  questionnaires, 
or  question-blanks. 

3 .  Consultation  of  files  of  hbraries  and  periodical  pubhcations 
to  find  what  has  been  published  about  the  goods  under  study 
and  perhaps  getting  also  competitive  literature  and  periodical 
advertising. 

The  compilation  of  such  data  into  easily  grasped  form  is 
itself  an  art.  Such  material  is  often  put  into  portfolio  or  book 
form  in  order  that  it  may  be  placed  before  an  executive  com- 
mittee or  a  board  of  directors. 

Types  of  Investigators.— Not  every  one  is  qualified  to  con- 
duct a  research.  One  needs  something  of  the  ability  of  a  good 
reporter,  and  he  must  be  on  his  guard  against  giving  those 
whom  he  questions  his  own  opinions.  It  has  happened  many 
times  that  an  executive  of  a  manufacturing  or  merchandising 
concern  has  gone  out  to  make  an  investigation  with  his  views 
fairly  well  fixed.  In  such  cases  the  usual  result  is  that  the 
investigator  finds  support  to  his  own  views.     Unconsciously, 


MARKETING  CAMPAIGNS  47 

he  is  likely  to  ask  leading  questions  and  make  it  easy  for  those 
with  whom  he  talks  to  take  his  view  of  the  topics  discussed. 
A  prominent  candy  manufacturer  once  went  on  a  trip  through 
the  Southern  part  of  the  United  States  to  get  the  views  of  his 
dealers  as  to  the  use  of  certain  magazines,  the  size  of  advertise- 
ments to  be  used,  etc.  As  a  matter  of  fact,  the  dealers  whom 
he  questioned  had  given  little  thought  to  the  topics  on  which 
they  were  questioned,  and  in  most  cases  their  judgment  in  such 
matters  did  not  represent  any  experience.     But  the  candy 

.  manufacturer  came  back  much  gratified  to  find  that  his  views 
were  shared  by  practically  all  of  the  trade.  An  independent 
investigation  conducted  by  the  manufacturer's  advertising 
agency  and  carried  out  by  a  man  who  did  not  let  the  dealers 
know  that  he  was  acting  in  the  interest  of  the  candy  manu- 
facturer showed  a  very  different  range  of  views  on  the  part  of 

;  the  dealers. 

Salesmen,  do  not  as  a  rule,  make  very  skilful  investigators, 

;  though  they  are  often  used.     The  salesman  is  too  likely  to  look 

t  at  the  subject  under  investigation  from  the  inside  point  of  view 
or  from  strictly  the  selling  side  as  reflected  by  him  on  the  dealer. 
If  he  himself  has  decided  convictions  as  to  some  of  the  subjects 
up  for  discussion,  he  is  exceedingly  likely,  unconscious  perhaps 
that  he  is  biased,  to  find  that  the  conditions  are  as  he  beUeves 
them  to  be. 

Investigators  who  make  a  business  of  this  particular  work 
give  the  best  results.  They  may  be  men  or  women,  according 
to  the  nature  of  the  article  or  of  the  investigation.  It  is  not 
usually  best  for  such  workers  to  introduce  themselves  as 
''investigators,"  for  such  a  term  alarms  some  people.  It  is 
comparatively  easy  for  a  tactful  person  to  assure  either  a  mer- 
chant or  a  consumer  that  he  is  working  on  a  report  on  such- 
and-such  a  merchandising  subject  and  will  take  it  as  a  great 
favor  if  he  will  give  his  opinions,  assuring  that  his  name  will 
not  be  given  if  he  prefers  that  it  should  not  be. 

Scope  of  Investigation. — It  is  better  ordinarily  that  an  in- 
vestigation should  not  be  confined  to  a  particular  community. 
A  typewriter  company  investigating  the  market  for  a  portable 
model  of  its  machine  might  find  different  results  in  New  York 
City  from  those  it  finds  in  Miami,  Florida,  or  Pasadena, 


48  THE  ADVERTISING  HANDBOOK 

California.  The  attitude  of  New  England  housekeepers  to- 
ward a  new  household  article  might  vary  considerably  from  the 
attitude  of  the  housewives  in  Iowa  or  Texas.  Certainly  the 
investigation  should  be  broad  enough  to  leave  no  doubt  that 
the  deductions  arrived  at  represent  at  least  a  fair  average  of 
the  territory  in  which  the  marketing  campaign  is  to  be 
conducted. 

Additional  Examples  of  Investigations. — Before  Ryzon 
Baking  Powder  was  advertised  nationally,  the  following  in- 
vestigation was  undertaken: 

1.  A  well  known  advertising  agency  gathered  and  assembled 
statistics  covering  the  sale  of  baking  powder  throughout  the  United 
States  for  the  previous  ten  years,  as  compared  with  the  ten  years 
before,  dealing  with  quantity  sold  and  prices  obtained  for  the 
various  classes.  These  figures  demonstrated  the  market  possibilities, 
competition,  price  and  general  condition,  of  the  industry  at  the  time 
the  manufacturers  of  Ryzon  considered  entering  with  a  new  brand. 

2.  The  manager  of  the  Food  Department  of  the  General  Chemical 
Company — ^the  advertiser  in  this  case — spent  about  three  months 
travehng  around  among  the  trade  and  making  a  personal  investi- 
gation of  conditions  and  the  proper  methods  of  marketing  a  new 
baking  powder. 

3.  An  experimental  campaign  for  approximately  four  months — 
the  last  four  months  of  1915 — was  conducted  in  the  MetropoUtan 
District  of  New  York  and  vicinity,  to  determine  selling  resistance  and 
to  try  out  generally  the  plan  advised  by  the  advertising  agency,  and 
the  marketing  manager,  before  applying  it  to  national  territory. 
Supplementing  this  four  months'  prehminary  experience,  another 
research  was  conducted  by  35  house-to-house  workers — women 
chosen  because  of  being  practical  cooks  or  domestic  science  graduates 
— ^who  made  daily  and  weekly  reports  of  the  attitude  of  the  consumer 
on  Ryzon  and  other  baking  powders,  the  reason  why  they  purchased 
and  used  the  baking  powder  they  were  using,  and  what  would  induce 
them  to  try  a  new  baking  powder,  particularly  Ryzon.  In  this 
house-to-house  work  approximately  110,000  homes  were  reached  by 
direct  interviews  at  their  homes  or  over  the  telephone. 

Quantities  of  the  baking  powder  were  sent  to  different  parts  of  the 
country  in  order  that  the  effect  of  climate  on  the  powder  might  be 
studied.  The  Company  wanted  to  be  sure  that  it  would  meet  no 
great  surprises  when  its  costly  campaign  was  well  under  way. 


MARKETING  CAMPAIGNS  49 

A  tobacco  company  before  starting  a  new  campaign  featur- 
ing a  Havana  product  sent  a  man  to  Cuba  to  study  the  sub- 
ject of  tobacco  in  its  native  cKme.  This  was  done  not  merely 
to  get  the  facts  about  Havana  tobacco  but  that  the  man  who 
was  to  plan  and  prepare  considerable  of  the  advertising  copy 
might  get  what  is  well  called  the  "atmosphere"  surrounding 
the  subject. 

The  owners  of  Life  Buoy  soap,  when  about  to  undertake 
a  new  campaign  for  the  product,  had  investigators  call  on 
hundreds  of  different  dealers  in  scattered  territory  and 
some  thousands  of  consumers.  One  obstacle  that  the  soap 
people  had  to  overcome  was  the  slight  odor  of  carbolic  acid 
that  Life  Buoy  soap  has.  While  this  is  a  "clean  smell,"  it 
is  nevertheless  objectionable  to  many  people,  and  it  was 
highly  desirable  to  get  at  the  reasons  people  had  for  buy- 
ing or  not  buying  the  soap.  The  investigators  asked  dealers 
how  much  of  the  soap  they  had  sold,  when  they  had  last  bought 
a  supply,  what  class  of  customer  they  sold  to,  what  people 
said  about  the  soap  when  they  bought  it  or  when  it  was  of- 
fered, etc. 

The  consumers  were  asked  about  their  purchases  of  the 
soap,  what  moved  them  to  buy  it  in  the  first  place,  how  they 
used  the  soap,  how  they  liked  it,  if  they  expected  to  use  it 
regularly,  etc. 

When  the  article  to  be  marketed  is  an  entirely  new  one, 
of  course  it  is  impossible  to  get  data  of  such  character  as 
was  secured  about  Life  Buoy  soap.  However,  the  wants,  likes 
or  dislikes  of  people  can  be  ascertained  to  some  degree  in 
any  case. 

Questionnaires. — A  questionnaire,  or  question-blank,  often 
affords  a  convenient  and  economical  means  of  getting  certain 
data,  though  one  who  adopts  this  form  of  investigation  must 
reckon  at  the  outset  with  the  fact  that  when  people  are  not 
under  any  obligation  to  answer  an  inquiry  from  a  stranger, 
only  a  small  proportion  of  them  will  take  the  trouble  to  do  so. 
Sometimes  appeals  can  be  so  made  that  the  usual  reluctance 
to  answer  will  be  overcome  to  some  extent. 

For  example,  when  the  Board  of  Trade  of  Trenton,  New 
Jersey,   conducted  an  investigation  prior  to  carrying  out 


50  THE  ADVERTISING  HANDBOOK 

a  campaign  of  advertising  to  induce  residents  of  Trenton 
and  nearby  territory  to  "Shop  first  in  Trenton,"  the  com- 
mittee deemed  it  worth  while  to  go  further  than  running 
the  ordinary  and  somewhat  trite  ''Buy  at  Home"  arguments 
in  the  newspapers.  They  sent  out  several  thousand  question 
blanks  to  a  selected  mailing  list,  asking  questions  of  this 
nature : 

1.  Please  tell  what  kinds  of  goods  you  have,  in  the  past,  bought 
from  firms  located  at  some  distance  from  Trenton. 

2.  Give  freely  your  reasons  for  inquiring  or  buying  these  supplies 
out  of  our  community. 

3.  Are  there  goods  that  you  need  more  or  less  regularly  that  are 
not  carried  by  our  local  firms? 

4.  Have  you  any  criticism  to  make  of  our  local  stores  and  business 
firms  as  to  selling  service,  delivery  service,  terms  or  anything  else? 

Readers  were  assured,  in  a  note  signed  by  the  President 
of  the  Board  of  Trade  that  these  questions  were  asked 
''for  the  good  of  Trenton  and  the  surrounding  community," 
and  those  who  received  the  blank  were  told  that  their  frank 
answers  would  be  a  real  favor,  that  their  names  would  be 
withheld  if  preferred. 

The  result  was  a  good  response  and  some  very  valu- 
able data  for  local  business  firms  apart  from  the  purposes 
of  the  campaign  to  "Shop  First  in  Trenton." 

Exhibit  No.  2  is  a  copy  of  a  blank  sent  out  by  a  watch  ad- 
vertiser to  some  thousands  of  business  men  in  different  states. 
This,  too,  brought  a  very  interesting  series  of  replies  that 
were  carefully  tabulated. 


MARKETING  CAMPAIGNS  51 

Exhibit  No.  2 


1.  If  you  were  to  buy  a  new  watch  today,  what  make  would  you 
choose  and  why? 

2.  Are  you  contemplating  the  purchase  of  a  new  watch  for  yourself 
or  a  gift?     If  so,  why? 

3.  If  you  were  buying  a  new  watch,  would  you  prefer  a  thinner 
model  than  you  now  have?     If  not,  why? 

4.  What  is  your  impression  of  Swiss  watches? 

5.  How  many  watches  have  you  owned?     Please  give  information 
about  them  as  follows : 

1st  watch       2nd  watch       3rd  watch 

Make 

Thick,     medium     or     thin 

model 

Approximate  price 

Bought  by  self  ? 

Gift  from  whom? 

Inherited? 

6.  What  magazines  do  you  read  regularly? 


Exhibits  Nos.  3,  4  and  5  are  a  letter,  an  enclosure,  and  a 
later  report  made  up  by  an  investigator  employed  by  a  cement 
corporation  who  was  endeavoring  to  learn  what  group  of  farm 
magazines  he  should  use  in  each  state  to  reach  farmers  most 
effectively.  This  investigator  used  a  separate  letterhead  for 
each  state  and  had  an  address  in  each  state. 

Exhibit  4  is  the  Ust  of  questions  appearing  on  the  form 
enclosed  with  the  letter. 

Exhibit  5  is  a  tabulation  of  the  results  obtained  from  the  state 
of  Pennsylvania.  It  should  be  noted  that  this  investigation 
was  made  in  the  year  1917. 


52  THE  ADVERTISING  HANDBOOK 

Exhibit  3 

LEONARD  T.  BUSH 

Lock  Box  No.  346 

Grand  Island  Nebraska 

September  21,  1917. 
Mr.  H.  A.  Biskie, 
Lincoln,  Nebr. 
Dear  Sir: 

I  am  employed  by  a  large  manufacturer  who  wants  to  advertise  his 
products  to  you  and  the  other  leading  farmers  in  Nebraska. 

I  told  him  that  you  would  much  rather  have  him  tell  his  story  in 
your  favorite  farm  paper  (where  you  can  determine  its  advantages 
for  you  at  your  leisure)  than  by  having  him  send  you  a  circular  letter 
every  week  or  so,  or  by  having  a  salesman  call  and  take  up  your  time 
when  you  are  busy. 

Having  decided  this  much,  the  question  came  up  "What  is  the 
favorite  paper  of  the  leading  farmers  like  yourself?"  1  told  him 
that  if  we  wrote  you  and  a  few  others,  you  would  be  glad  to  tell  us 
something  about  the  farm  papers  you  read. 

I  have  therefore  had  printed  a  few  questions  on  the  enclosed 

postcard,  which  I  hope  you  will  be  good  enough  to  answer 

for  me  as  follows : 

Write  on  the  dotted  lines  the  names  of  those  papers  which 

are  read  regularly  by  you. 

Indicate  in  the  space  provided  for  the  purpose,  the  paper 

you  like  best — the  one  you  read  most  and  which  in  your 

opinion  prints  most  useful  suggestions  and  information. 

Indicate  similarly  the  paper  you  like  second  best,  and  third 

best. 

I  would  also  like  to  know  if  there    are  any  papers  you 

subscribe  to  only  because  of  the  value  of  premiums  their  agents 

give  to  anyone  subscribing.     If  there  are  any  you  subscribe 

to  for  this  reason,  will  you  kindly  give  me  their  names  in  the 

space  provided  for  the  purpose? 

The  writer  is  not  connected  in  any  way  with  any  publication  and 
has  nothing  to  sell.  I  assure  you  that  if  you  will  favor  me  with  this- 
information,  it  will  be  held  strictly  confidential.  You  need  not 
even  sign  your  name  unless  you  so  desire.  Simply  fill  in  the  infor- 
mation desired  on  the  card  and  drop  it  in  the  mail. 

I  would  appreciate  it  if  you  would  mark  and  mail  back  the  card 
today. 

Sincerely  yours, 
L.  T.  Bush. 


MARKETING  CAMPAIGNS  53 


Exhibit  No.  4 


What  farm  papers  do 

you  READ  REGULARLY? 

? 

Which  three  do  you  Hke  best? 
1  st  best                        2nd  best 

^vA 

What  papers  (if  any)  did  you  subscribe  to  ONLY  BECAUSE  OF 
PREMIUMS  offered  you  by  their  subscription  agent? 

The  number  of  acres  in  my 

own 

rent 

Name 

farm  are                                 which  I 

AHHrpss 

54 


THE  ADVERTISING  HANDBOOK 


Exhibit  No.  5 

PENNSYLVANIA  FARM  PAPER  INVESTIGATION 

Number  of  letters  sent  out  (approximately) 1,500 

Replies  received 152 


Circulation 
in  State 

Publications  named  by 

Read 

Choice  1 

Taken  only 

of  Penn- 

those responding  to 

regu- 

because of 

sylvania 

inquiry 

larly 

1st 

2nd 

3rd 

Total 
votes 

premiums 

36,354 

National  St'n  &  F'r 

84 

36 

10 

14 

60 

36,928 

Pennsylvania  Farmer 

67 

6 

20 

14 

40 

1 

104,849 

Farm  Journal 

65 

1 

13 

17 

31 

16,799 

Rural  New  Yorker 

54 

23 

12 

6 

41 

3,990 

Hoard's  Dairyman 

53 

14 

15 

8 

37 

32,235 

American  Agricul'st 

50 

10 

11 

6 

27 

2 

29,702 

Country  Gentleman 

36 

8 

7 

6 

21 

13,001 

Ohio  Farmer 

28 

4 

3 

7 

14 

1 

1,567 

Breeder's  Gazette 

24 

10 

5 

15 

51,136 

Farm  &  Fireside 

22 

1 

2 

7 

10 

48,048 

Successful  Farming 

18 

1 

3 

1 

5 

1 

40,071 

Farm  and  Home 

13 

1 

1 

2 

Holstein  Register 

•10 

2 

■  • 

2 

4 

2,028 

Kimball's  Dairy  F'r 

7 

1 

3 

4 

Holstein  World 

7 

2 

1 

3 

Black       &       White 

Record 

7 

.  , 

1 

1 

23,164 

Practical  Farmer 

4 

.  . 

1 

1 

893 

The  Field 

3 

152 

Wallace's  Farmer 

3 

1 

Grange  News 

1 

1 

.  . 

1 

907 

Agricultural  Digest 

1 

1  No.  answering  this:  120. 


MARKETING  CAMPAIGNS  55 

The  following  is  another  hst  of  questions  sent  by  a  Portland 
cement  corporation  to  personal  acquaintances. 

Dear  Mr.  Jones: 

You  will  do  me  a  great  favor  if  you  will  forget  that  we  know  each 
other  for  a  minute  or  so  and  answer  the  following  questions  freely. 

1.  Does  your  firm,  in  planning  new  buildings  or  additions  to  old 
buildings,  make  a  practice  of  specifying  certain  brands  of  such 
materials  as  cement,  iron  pipe,  etc.  or  do  you  leave  it  to  your  purchas- 
ing department  to  merely  buy  such  material  on  a  price  basis? 

2.  If  such  purchases  are  made  by  your  engineering  department  or 
by  your  architect,  is  it  your  custom  to  suggest  that  any  of  the  better 
known  brands  of  building  supplies  be  preferred? 

3.  If  you  were  having  some  improvement  made  at  your  city  or 
suburban  home,  do  you  think  it  likely  that  you  would  ask  your 
contractor  what  brands  of  cement,  iron  pipe,  etc.  he  would  use,  or 
suggest  that  he  use  the  better  known  brands?  Or  would  your  con- 
fidence in  him  be  such  that  you  would  leave  this  matter  entirely  to 
him? 

4.  If  you  own  a  farm  and  do  your  own  purchasing  of  such  material 
as  the  above,  do  you  buy  the  known  brands  by  preference?  How  far 
do  you  go  in  trying  to  get  what  you  prefer? 

Can  you  relate  any  recent  incidents  that  illustrate  your  answers  to 
these  questions. 

Gratefully  yours, 

SELLING  COSTS 

The  costs  of  selling  have  a  close  relation  to  advertising,  for 
advertising  in  business  is  reckoned  as  a  part  of  selling  cost.  If 
advertising  cost  nothing,  eVery  manufacturer  and  merchant 
would  be  disposed  to  make  unlimited  use  of  it.  No  advertising 
is  good  advertising  that  costs  too  much  for  what  it  brings. 
Even  if  it  cannot  be  determined  just  what  the  advertising 
brings  in  sales,  the  ratio  of  advertising  expense  to  sales  can  be 
fixed  and  advertising  expenses  kept  within  that  limit. 

The  usual  method  of  fixing  an  advertising  appropriation  is 
to  make  the  amount  a  percentage  of  sales  for  the  previous 
year  or  perhaps  estimating  what  may  reasonably  be  expected 
for  the  sales  of  the  year  ahead  and  expending  in  advertising  a 
percentage  of  that  amount. 

This  works  well  with  an  estabhshed  business  but  does  not 
suffice  in  the  case  of  a  new  business  where  there  may  be  Httle 
or  no  total  of  sales  for  the  previous  year  and  only  a  conjecture 
as  to  the  sales  of  the  year  ahead.     Usually  this  problem  is 


56  THE  ADVERTISING  HANDBOOK 

solved  by  the  owners  of  the  business  making  a  specific  allow- 
ance for  advertising  in  order  to  get  the  business  started  and  to 
take  this  money  out  of  the  capital  available  for  organization 
and  first-year  expense. 

The  following  gives  some  idea  of  the  cost  of  manufacturers' 
advertising: 

Product  Per  cent,  of  sales  for 

advertising 

Cements  and  paints IH  to  3K 

Clothes,  collars  and  shirts 1)4  to  S}4 

Automobiles 1  to  2^ 

Cigars  and  cigarettes 5  to  6 

Soaps  and  cleaning  powders 3  to  10 

Phonographs  and  cameras 3  to  6 

REPEAT  SALES 

The  percentage  that  a  manufacturer  can  afford  to  pay  for 
advertising  and  other  selling  cost  depends  largely  on  how  many 
*' repeat  sales"  he  can  reasonably  hope  to  make.  The  princi- 
ple involved  in  the  "repeat  sale"  is  the  same  as  that  in  "turn- 
over" for  the  retailer. 

It  probably  costs  several  times  the  profit  of  the  manu- 
facturer to  make  the  first  sale  of  a  product  like  a  soap  or  a 
shaving  cream.  Suppose,  for  example,  his  net  profit  on  a 
25-cent  package  of  shaving  cream  is  five  cents.  He  can  afford 
to  spend  all  of  that  and  possibly  the  profit  on  several  packages 
if  thereby  he  creates  a  user  of  the  shaving  cream  who  will  buy 
the  goods  for  years  afterward.  On  the  other  hand,  the  manu- 
facturer of  a  shaving  brush  could  not  afford  to  spend  as  large 
a  percentage,  because  the  purchaser  of  a  shaving  brush  will 
not  buy  one  oftener  than  once  in  two  or  three  years,  perhaps 
not  that  frequently. 

Take  another  illustration:  if  the  article  is  one  that  the 
purchaser  is  not  likely  to  buy  frequently  but  one  that  he  is 
likely  to  show  friends  or  to  recommend  to  friends,  the  manu- 
facturer can  afford  to  spend  a  larger  amount  for  selling  cost, 
because  extra  sales  to  a  purchaser's  friends  are  just  as  valuable 
as  additional  sales  to  the  original  purchaser. 

This  question  is  a  more  complex  one  during  the  first  few 
years  of  the  existence  of  a  product  than  it  is  later.     When  a 


MARKETING  CAMPAIGNS  57 

fair  sale  has  been  built  up  and  the  owners  of  the  business  can 
tell  from  one  year's  increase  over  another  about  what  may- 
be expected  in  sales  for  a  forthcoming  twelve  months,  the 
system  of  estabUshing  a  percentage  of  that  figure  as  a  selling 
expense  is  the  most  satisfactory  system. 

There  have  been  occasions,  when  the  owners  of  a  business 
have  felt  that  an  unusually  strong  campaign  was  required,  be- 
cause of  competition  or  other  economic  conditions  and  when 
an  additional  amount  as  a  special  advertising  fund  would  be 
taken  out  of  the  surplus  and  expended  as  a  venture.  This 
same  plan  is  often  carried  out  with  the  sales  force.  An  ex- 
periment will  be  made  in  adding  fifty  additional  men  to  the 
staff  on  the  belief  that  covering  the  territory  more  thoroughly 
or  more  frequently  will  prove  a  good  investment.  The 
experiment  costs  a  certain  amount  of  money.  If  it  turns  out 
that  the  additional  expenditure  brings  a  return  that  justifies 
the  cost,  the  new  program  is  made  a  permanent  part  of  the 
sales  work. 

Retail  Advertising  Costs. — The  following  gives  some  idea  of 
the  range  of  advertising  costs  with  the  various  groups  of  retail 
stores: 

Kind  of  store  Percentage  of  sales  spent 

for  advertising 

Department  and  large  dry  goods  stores 3      to  4 

Grocery  stores 025  to  .08  of  1  per  cent. 

Clothing  stores 3      to  4 

Hardware  stores 1      to  2 

Jewelry  stores 2      to  3 

Furniture  stores 2^  to  3 

General  run  of  shoe  stores 13^  to  1^ 

Mail-order  firms 7      to  8 

Rate  of  Turnover. — The  principle  of  turnover  has  its  appH- 
cation  to  manufacturers  as  well  as  to  retailers  but  is  usually 
appUed  to  retail  merchandising.  Turnover  means  simply  the 
rate  at  which  the  merchant  can  turn  his  money  into  sales  and 
back  again  during  a  given  period  of  time,  say  a  year. 

To  get  the  exact  figures  he  should  know  what  the  stock  sold 
during  the  entire  year  represented  at  cost  and  the  cost  of  the 
average  stock  of  that  article.     For  example,  if  the  average 


68  THE  ADVERTISING  HANDBOOK 

stock  of  a  specified  article  is  $1000  and  the  cost  of  goods  of  that 
type  sold  during  the  year  represents  $3500,  then  the  merchant 
had  three  and  one-half  turnovers. 

Turnover  is  exceedingly  important  because  the  merchant 
can  afford  to  make  smaller  profits  on  goods  if  he  can  turn  his 
money  over  a  number  of  times  during  a  season  and  thus  multi- 
ply his  profit  three,  four,  five  or  more  times  without  any  larger 
capital  being  required.  The  following  general  table  indicates 
the  great  range  in  turnover  of  different  kinds  of  merchandise : 

Character  of  goods  Turnover  in  one  year 

Groceries 8  to  10 

Dry  goods 4  to    5 

Hardware 3  to    4 

Shoes 2  to    3 

Clothing 2  to    23^ 

Jewelry 1  to    2 

Such  tables  can  be  only  general  guides,  for  merchandise 
listed  in  the  same  general  class  may  vary  greatly.  Take 
musical  instruments,  for  example.  Phonographs  and  talking 
machines  of  the  highest  type  have  for  years  been  rapid  turn- 
overs, whereas  violins  have  been  slow-moving  goods  in  the 
same  time.  A  music  merchant  may  keep  a  violin  several 
years  before  he  sells  it  and  for  that  reason  must  have  a  very 
much  larger  profit  on  it  than  he  is  entitled  to  on  a  high-class 
talking  machine  where  his  money  may  be  turned  several  times 
a  year  or  oftener. 

Goods  such  as  candy  turns  very  rapidly,  some  stores  turning 
their  stock  twelve  to  fifteen  times  a  year. 

Linens  do  not  turn  so  rapidly — only  two  or  three  times  a 
year. 

The  character  of  the  store  determines  the  amount  of  turn- 
over to  a  large  extent  Stores  such  as  cash  groceries  and  the 
five-  and  ten-cent  stores  turn  their  goods  quickly.  It  has 
been  shown  by  reliable  figures  that  a  large-city  men's  hat  store 
may  turn  its  stock  twice  as  rapidly  as  a  men's  hat  store  in  a 
small  town.  The  same  is  true  of  stationery  stock  in  larger 
cities  and  small  towns,  the  movement  being  twice  as  quick  in 
the  larger  places.  On  the  other  hand,  certain  goods  greatly 
in  demand  among  farmers  and  the  residents  of  small  towns 


MARKETING  CAMPAIGNS 


59 


will  be  turned  more  rapidly  than  the  same  class  of  goods  in 
larger  places.  A  reliable  cream-separator  may  have  a  turn- 
over of  six  or  eight  times  a  year  in  a  town  of  a  few  thousand  and 
a  turnover  of  only  two  or  three  times  a  year  in  a  larger  place. 
Actual  Records  of  Turnovers. — The  following  table  shows 
the  turnover  rate  of  various  kinds  of  goods  sold  in  large 
department  and  dry-goods  stores.     This  was  compiled  by  the 


Character  of  goods 

First 
store 

Second 
store 

Third 
store 

Fourth 
store 

Fifth 
store 

Notions 

3.97 
4.86 
3.92 
2.84 
4.47 
8.32 

6.57 
5.44 
3.27 
5.00 
3.79 

26.9 

'2'.6 
2.9 

i6!i 

7.1 

4.6 

20.2 

3.9 

i2:7 
6.6 
3.1 
5.0 
3.1 

i6;5 

2.6 
7.5 
4.0 

4.4 
4.6 
18.6 
25.0 
4.9 
3.0 
18.0 
4.7 

'5!7 
2.7 
3.7 
3.9 
6.6 
7.0 
3.4 

4.0 
4.8 
5.1 
2.9 
4.5 
3.9 
4.4 
5.1 
5.0 
4.7 
3.8 

11.6 
2.1 

15.6 
5.4 
5.6 

4.38 
4.88 
2.67 

ii:66 

10.05 

5.52 
3.72 
3.91 
6.17 
4.63 
6.35 

4^37 
3.65 
6.25 

'4;76 
2.21 

11.01 
6.36 

'sios 

3.19 

4.46 
5.78 
9.33 

'5;48 
3.48 
3.34 

■7:66 
3.04 

5.79 

7.09 
5.97 
2.69 
3.74 
8.79 
7.84 

5.88 
3.56 
4.24 
3.18 
4.25 

10.64 
8.12 
4.01 
6.34 
5.43 

10.80 
4.10 
3.30 
5.27 
6.92 
6.28 
5.14 

i6!99 
8.50 

10.67 
5.14 

10.39 
6.90 
5.53 
7.39 
3.88 
5.57 
4.96 
6.00 
3.91 
4.24 
5.03 
3.89 

3  58 

Knit  underwear.                                  

1.61 

1.80 

2.53 

Toilet  goods 

3.07 

3.68 

Buttons. 

2.67 

Gloves                                                

2.44 

Ribbons 

3.36 

Handkerchiefs    .           

5.27 

2.82 

Candy     

Sweaters                                                    ■  . 

3  05 

2.61 
7.11 
5.64 
12.10 
12.90 
3.75 
5.04 
7.66 

4.98 

2.61 

Linings                 ....                   .... 

4  40 

3.58 

Umbrellas       

5.27 

2.36 

Trimmings 

5.27 

White  &  wash  goods 

4.08 

Photo  supplies     

2  27 

7.42 
12.90 
7.11 
4.60 
10.10 
4.48 
5.77 
4.42 
4.13 
7.2 
5.02 
4.48 
2.95 
3.97 

2.79 
2.02 

6.90 

Millinery 

5.20 

Waists 

3  20 

Shoes 

1.88 

3.00 

3.66 

Muslin  underwear       

3  20 

3.07 

Art  needlework                ... 

2   13 

Silks 

2.46 

Dress  goods  (wool) 

2  60 

4.14 

Patterns 

4  41 

3   52 

Bed  wear,  blankets,  comforts 

4.15 
2.69 

2  22 

Men's  wear 

Hardware 

Crockery 

Draperies 

Furniture 

Toys 

Fura 

Books 

Groceries 

Silverware 

Tassels,  etc 

Pharmacy 

Total 

4.87 

2  77 

60 


THE  ADVERTISING  HANDBOOK 


National  Dry  Goods  Association  and  shows  the  reports  of  five 
stores.  Small  specialty  stores  do  not,  as  a  rule,  have  as  rapid 
turnovers  as  the  larger  stores,  hence  this  table  would  not  be  a 
reliable  record  of  their  averages. 


SAMPLING 


One  of  the  oldest,  simplest  and  most  effective  forms  of 
advertising  campaigns  is  that  of  sampling.  It  is  not,  of  course, 
adapted  to  many  lines  of  merchandising.  One  cannot  sample 
automobiles  or  vacuum  cleaners,  but  he  can  follow  this  plan 


Fig.  2. — A  convenient  method  of  attaching  a  sample  to  a  letter  sent  under 
2-cent  postage,  so  that  letter  and  sample  arrive  together. 

with  dentifrices,  soaps,  shaving  creams,  and  he  can  even  send 
attractive  bits  of  belting,  cloth,  leather,  metal,  etc.  as  a  sample 
of  quality,  color,  etc. 

There  is  something  about  the  sample  that  attracts  unusual 
attention.  A  man  may  ignore  a  general  soliciting  letter  about 
custom-made  shirts,  but  he  is  hardly  hkely  to  do  so  if  the 
letter  contains   several   small   pieces  of  attractive   shirting. 


MARKETING  CAMPAIGNS  61 

He  will  use  the  sample  tube  of  shaving  cream  sent  to  him  and  in 
so  doing  get  better  acquainted  with  the  product  than  he 
is  Ukely  to  do  through  observing  general  advertising  for  a 
year. 

The  housekeeper  will  gladly  receive  the  sample  package  of 
coffee,  breakfast  food,  or  washing  powder. 

Samphng  is  especially  adapted  to  new  products  where 
special  efforts  must  be  made  to  introduce  the  product  and  to 
get  people  to  try  it.  It  is  an  expensive  method,  but  no  method 
of  advertising  is  too  expensive  if  it  brings  proper  results.  The 
following  are  methods  of  sampling  that  have  been  followed 
by  various  advertisers : 

1.  Offering  in  general  advertising  a  free  sample  for  the  name  of  the 
grocer,  druggist  or  other  dealer  with  whom  the  inquirer  deals 
regularly. 

2.  Sending  a  free  sample  to  selected  mailing  lists  furnished- by  the 
dealer  and  telling  recipient  that  dealer  will  fill  all  orders  placed. 

3.  Distributing  samples  from  house  to  house  by  messenger  as  a 
preliminary  to  calling  on  retail  trade  and  asking  merchants  to  stock 
the  goods. 

4.  Advertising  a  sample  coupon  or  ticket  which  the  reader  may  tear 
out  and  take  to  his  dealer  for  a  free  sample,  dealers  in  the  meantime 
being  suppUed  with  the  samples. 

5.  Furnishing  dealers  with  free  samples  to  distribute  and  aiding 
them  with  a  special  window  or  counter  display  for  that  purpose  or 
furnishing  a  system  by  which  these  samples  may  be  enclosed  with  all 
deliveries  for  a  certain  time. 

6.  Advertising  a  coupon  or  ticket  that  may  be  used  as  part  payment 
for  a  regular-size  package  if  offered  to  a  retailer.  For  example: 
allowing  the  reader  to  procure  a  25-cent  tube  of  the  dentifrice  for  the 
coupon  and  a  dime  if  presented  to  a  druggist. 

7.  Sending  a  small  sample  of  a  new  product  with  all  deHveries  of  an 
established  line. 

8.  Distributing  specimens  to  school-children,  students  at  con- 
ventions, etc.  This  plan  may  be  very  wasteful  or  very  effective 
according  to  the  product  and  the  care  used  in  the  distribution. 


62  THE  ADVERTISING  HANDBOOK 

Summary  of  a  Typical  Analysis  of  a  Business  made  by  a  Leading 
Advertising  Agency  Previous  to  Formulating  Advertising  Plans 

I.  Manufacturer 

1.  Name  of  company,  address. 

2.  Personnel. 

3.  Brief  history. 

II.  Product 

1.  Leading  brand — other  brands — how  marked. 

2.  Composition  or  structure. 

3.  Uses. 

4.  Unit  of  sale. 

5.  Quality  as  compared  with  competitive  articles. 

6.  What  classification — shopping — convenience — emergency? 

III.  Market 

1.  Total  annual  volume  of  sales  of  all  similar  products. 

2.  Same  figures  for  each  brand  of  manufacturer  in  question. 

3.  Estimate  of  total  number  of  consumers  of  such  products — 
average  use  per  consumer  per  year. 

4.  Classification  of  users — geographically — by  income. 

5.  Limitations  of  appeal. 

6.  Possibilities  of  additional  appeal. 

IV.  Distribution 

1.  Method — Branches — Agencies — Jobbers — Retailers. 

2.  Extent — by  states — by  towns — by  dealers. 

3.  Attitude    of    the     trade — toward    product — why? — toward 
house — why  ? — toward  advertising — why  ? 

4.  Confined  or  open  line. 

V.  Sales  Organization 

1.  How  organized  and  maintained. 

2.  Number  of  salesmen. 

3.  Salary  or  commission. 

4.  Attitude  toward  advertising. 

5.  Rough  outline  of  territories  on  map. 

6.  How  frequently  are  these  territories  covered? 

VI.  Competition 

1.  Name  of  important  competitors. 

2.  Leading  brands  of  each. 

3.  Quality  of  these  brands. 

4.  Total  volumes  of  each. 

5.  Territory  covered  by  each. 

6.  Relations  of  each  with  trade. 

y.  Attitude  of  each  toward  price-cutting. 

8.  Advertising  policy  of  each. 

9.  Any  special  comment. 


MARKETING  CAMPAIGNS  63 

VII.  Other  Salient  Points 

Full  data  regarding  margins  of  profit  and  comparison  with 
margins  on  competitive  articles  and  on  non-competitive  articles 
sold  through  same  channels  of  trade.  Is  production  apt  to  be 
affected  in  the  near  future  by  the  raw  material  or  labor  situation? 
Any  other  sahent  points  that  may  be  necessary. 

VIII.  Advertising  (If  any  has  been  done  previously) 

1.  Brief  history  of  the  concern's  advertising  experience  covering 

when  advertising  began  and  how  it  affected  volume 
and  distribution — any  changes  in  advertising 
policy  and  effect  of  such  change. 

2.  Appropriation— year— periodicals — newspapers — other  media. 

3.  Result     a.  on  quality  of  product. 

b.  on  cost  to  consumer. 

c.  on  profit  to  channels  of  distribution. 

d.  percentage  of  profit  to  manufacturer. 

(Has  advertising  done  better  than  formerly  by 
reducing  profit  of  price  per  unit  and  increasing 
volume). 


SECTION  3 
THE  ADVERTISING  AGENCY  AND  ITS  WORK 

The  Agency  and  National  Advertising. — The  advertising 
agency,  or  the  advertising  agent,  does  not  enter  to  a  very 
large  extent  into  retail  advertising.  In  fact,  the  advertising 
of  the  large  department-  and  dry-goods  stores  is  rarely  ever 
handled  by  an  advertising  agency  that  speciaHzes  in  national 
advertising.  In  the  field  of  national  advertising,  on  the  other 
hand,  it  is  safe  to  say  that  by  far  the  greater  part  of  the  work 
is  done  wholly  or  partly  by  advertising  agencies. 

The  three  organizations  creating  and  circulating  national 
advertising  in  the  magazines  and  newspapers  may  be  said  to 
form  a  triangle: 

Advertiser Advertising  Agency 


PUBLISHEU' 

The  triangular  relationship 

Reasons   for   Existence    of   Advertising   Agency. — It   is 

possible  for  an  experienced  advertiser  to  conduct  all  of  his 
negotiations  with  pubHshers  direct  and  to  have  such  a  well- 
organized  advertising  department  that  he  can  execute  anything 
in  the  way  of  advertising  that  may  be  required.  However, 
he  may  not  find  it  profitable  to  do  that.  An  organization 
serving  a  number  of  advertisers  may  have  facilities  for  the 
preparing,   placing,  checking  and  the  accounting  of   adver- 

64 


THE  ADVERTISING  AGENCY  AND  ITS  WORK  65 

tising  that  no  one  advertiser  could  afford  to  maintain  for 
his  own  use.  Again,  an  agency  organization  may  employ 
investigators,  a  staff  of  copy-writers,  an  art  department  and 
other  specialists  such  as  fashion  writers,  domestic  science 
experts,  etc.,  whose  employment  no  one  advertiser's  work 
would  warrant. 

It  is,  however,  to  the  new  advertiser  that  the  advertising 
agency  brings  the  largest  service.  The  new  advertiser  needs 
expert  counsel  and  guidance  more  than  the  experienced 
advertiser.  The  agency,  taking  its  staff  as  a  whole,  may  have 
had  experience  with  hundreds  of  advertising  campaigns, 
some  of  them  similar  to  the  plans  which  the  new  advertiser  is 
considering. 

The  modern  agency  is  prepared  to  conduct  investigations 
of  various  kinds  for  a  client — investigations  among  consumers 
or  possible  consumers,  dealers,  publications  (to  see  who  reads 
a  periodical,  what  confidence  they  place  in  it,  etc.),  to  under- 
take test  campaigns  and  perform  all  of  the  varied  functions 
that  modern  merchandising  may  make  necessary. 

In  other  words,  the  advertising  agency  brings  to  the  adver- 
tiser the  experience  and  service  of  a  staff  of  experts,  and  the 
advertiser  may  buy  the  time  and  aid  of  these  to  the  extent 
of  his  need. 

The  agency  also  brings  to  the  advertiser's  copy  problem  the 
outside  point  of  view,  and  very  likely  will  be  able  to  keep  the 
advertiser  from  putting  out  the  kind  of  advertising  that  will 
be  interesting  chiefly  to  people  in  the  advertiser's  business  or 
to  his  competitors  instead  of  his  real  consumers. 

Charts  of  Agency  Service  Functions. — Charts  1  and  2 
illustrate  the  various  relationships  with  advertiser  and 
pubHsher  and  the  many-sided  work  of  the  agent. 

An  advertising  agency  may  undertake  a  very  broad  type 
of  work  for  clients,  such,  for  example,  as  conducting  investi- 
gations among  consumers  and  retailers  for  facts  on  which  to 
base  a  campaign,  or  it  may  aid  the  advertiser  in  carrying  an 
educational  campaign  among  retail  salespeople,  or  it  may 
prepare  syndicate  or  special  articles  about  a  business  or  a 
product  and  secure  the  publication  or  other  circulation  of 
considerable  of  such  material. 


66 


THE  ADVERTISING  HANDBOOK 


Client 


Director 
of  Account 


Executive 
Officers 


Manager 
of  Account 


Conferences 


-                  Execution  of  Plan                    — 

1 
1 

Copy     1    '^'■t        anical 

Space 

Re-    1 
searcli 

Chart  1. 


-Showing  contact  of  advertiser  with  the  executives  of  the  adver- 
tising agency. 

AGENCY  SERVICE 

dnigency  Service  consists  of  interpreting  to  the 
public,  or  to  that  part  of  it  which  it  is  desired 
to  reach,  the  advantages  of  a  product  or  service* 

Interpreting  to  the  public  the  advantages  of  a  product  or 
service  is  based  upon: 

1.  A  study  of  the  product  or  service  in  order  to  deter- 
mine the  advantages  and  disadvantages  inherent  in 
the  product  itself,  and  in  its  relation  to  competition. 

2.  An  analysis  of  the  present  and  potential  market  for 
which  the  product  or  service  is  adapted: 

As  to  location 

As  to  the  extent  of  possible  sale 

As  to  season 

As  to  trade  and  economic  conditions 

As  to  nature  and  amount  of  competition 

3.  A  knowledge  of  the  factors  of  distribution  and  sales 
and  their  methods  of  operation. 

4.  A  knowledge  of  all  the  available  media  and  means 
which  can  profitably  be  used  to  carry  the  interpre- 
tation of  the  product  or  service  to  consumer,  whole- 
saler, dealer,  contractor,  or  other  factor. 

Chart  2a. 


THE  ADVERTISING  AGENCY  AND  ITS  WORK  67 

A  large  agency  may  employ  a  number  of  specialists — men  of 
engineering  training  or  chemical  training,  for  example,  women 
writers  who  can  bring  the  woman's  point  of  view  to  bear  on 
products,  etc. 

On  the  other  hand,  the  smaller  type  of  agency  is  hkely  to 
give   the   more   professional  type  of  service.     It  is   not  so 


Quantity 

Quality 

Location 


This  knowledge  covers : 
Character 
Influence 

Circulation 

Physical  Requirements 
Costs 

Acting  on  the  study,  analysis  and  knowledge  as  explained  in 
the  preceding  paragraphs,  recommendations  are  made  and 
the  following  procedure  ensues: 

5.  Formulation  of  a  definite  plan. 

6.  Execution  of  this  plan: 

(a)  Writing,  desiening,  illustrating  of  advertisements  or  other  appropri- 
ate forms  of  the  message. 

(i)    Contracting  for  the  space  or  other  means  of  advertisine-  . 

(  f )  The  proper  incorporation  of  the  message  in  mechanical  form  and  for- 
warding it  with  proper  instructions  for  the  fulfillment  of  the  contract. 

(d)  Checking  and  verifying  of  insertions,  display  or  other  means  used. 
(  /  )    The  auditing,  billing'  and  paying  for  the  service,  space  and  preparation. 

7.  Co-operation  with  the  sales  work,  to  insure  the  great- 
est effect  from  advertising. 

The  more  clearly  the  nature  of  the  work  is  defined,  and  the 
more  generally  it  is  understood,  the  more  quickly  will  those 
who  are  not  disposed  to  live  up  to  their  obligations  be  forced 
out  of  the  business;  the  more,  also,  we  will  support,  encour- 
age and  develop  those  who  are  disposed  to  live  up  to  their 
obligations,  and  the  more  we  can  help  them  to  do  so. 

Chart  2b. 

likely  to  have  the  soUcitor  or  salesman  type  of  representative 
that  the  large  agency  must  have  as  a  means  of  getting  new 
business.  The  representative  of  the  small  advertising  agency 
is  a  principal  of  the  agency  and  a  service  man — one  of  well 
rounded  advertising  experience  who  will  give  the  business  that 
he  solicits  his  personal  attention  to  a  large  degree.  As  a 
matter  of  fact,  such  an  agency  can  go  out  and  command  the 
services  of  artists,  printers,  and  research  bureaus  easily,  and  on 


68  THE  ADVERTISING  HANDBOOK 

the  basis  of  employing  them  for  just  the  service  needed — just 
as  the  advertiser  employs  the  agency. 

Agency  Commissions. — The  publishers  of  newspapers  and 
magazines  look  upon  the  advertising  agent,  as  a  rule,  as  a 
creator  of  new  advertising  accounts  and  a  guide  to  advertisers 
generally,  and  though  they  expect  the  agency  to  serve  the 
advertiser  primarily,  they  recognize  agency  service  by  allowing 
a  commission  of  from  10  to  15  per  cent,  on  all  national  ad- 
vertising placed  with  them.  In  general,  newspapers  decline 
to  allow  commissions  on  local  advertising,  though  this  rule  is 
not  strictly  adhered  to.  A  number  of  technical  and  trade 
publications  also  refuse  to  allow  commissions,  holding  that  the 
agencies  do  not  play  a  creative  part  in  their  field  and  that  if 
buyers  of  their  space  wish  to  make  use  of  the  services  of  an 
agency,  they  should  pay  extra  for  such  service.  Furthermore, 
some  of  this  group  of  publishers  maintain  service  departments 
which  attempt  to  duplicate  agency  service  so  far  as  the  prepa- 
ration of  copy  is  concerned. 

Recognition  of  Publishers'  Associations. — There  are  several 
groups  of  publishers,  the  Periodical  Publishers'  Association, 
the  American  Newspaper  PubHshers'  Association,  and  the 
Agricultural  Publishers'  Association,  which  undertake  to 
pass  on  the  qualifications  of  advertising  agencies  and  recom- 
mend to  their  members  whether  or  not  the  usual  agency 
recognition  should  be  granted.  Each  of  these  associations 
has  its  own  lists  of  questions.  In  brief,  the  inquiry  is  aimed 
at  ascertaining  whether  or  not  the  new  agency  is  a  bona  fide 
one,  serving  several  advertisers  rather  than  being  merely 
the  employe  of  one,  whether  the  organization  or  the  individual 
composing  the  agency  has  the  requisite  experience,  ability 
and  capital  to  conduct  his  business  properly,  and  whether  the 
agency  will  undertake  to  maintain  the  rates  of  the  pubHshers 
strictly  if  he  is  granted  recognition. 

The  recommendation  of  these  associations  to  their  members 
is  not  an  absolute  necessity  to  one  going  into  the  advertising 
agency  business,  because  different  members  of  such  associa- 
tions may  and  frequently  do  recognize  advertising  agents  and 
grant  commissions  before  their  associations  act,  but  it  is  of 
considerable  value  to  a  new  advertising  agent  to  have  any 


THE  ADVERTISING  AGENCY  AND  ITS  WORK  69 

strong  publishers'  association  pass  favorably  on  his  qualifica- 
tions and  recommend  recognition  by  its  members. 

Service  Agencies  in  National  and  Local  Work. — Within 
the  past  ten  years  a  new  type  of  advertising  agency  has  grown 
up  referred  to  generally  as  a  "service  agency" — meaning  an 
agency  that  may  devote  itself  to  the  preparation  of  advertising 
plans,  direct  literature,  copy  for  magazine  and  newspaper 
advertising,  illustrations,  printing,  etc.,  but  not  placing  ad- 
vertising with  the  periodicals  on  the  usual  commission  basis. 
Some  of  these  conduct  very  successful  businesses. 

Much  local  advertising  is  placed  by  organizations  of  the  ser- 
vice type,  serving  a  list  of  advertisers  on  a  salary  or  fee  basis 
according  to  the  type  and  extent  of  the  work  done.  One  of  the 
most  promising  fields  for  the  young  advertising  man  is  to  start 
modestly  with  perhaps  only  desk  room  and  later  a  small  office 
of  his  own,  dividing  his  time  between  several  local  or  other 
advertisers.  Technical  advertisers,  for  example,  whose  adver- 
tising is  not  placed  on  the  commission  basis  and  whose  accounts 
are  not  usually  sought  by  the  larger  advertising  agencies, 
afford  a  good  field  for  the  service  agency.  Direct  advertising 
literature,  sales  letters,  follow-up  systems,  and  house-organ  pub- 
lishing have  also  afforded  the  service  agency  a  fruitful  field. 

Terms  for  Handling  Advertising. — The  established  ad- 
vertising agencies  nowadays  usually  handle  national  advertis- 
ing on  the  basis  of,  either  (1)  retaining  the  full  commissions 
granted  by  the  publishers  and  giving  their  clients  the  benefit 
of  the  cash  discounts  granted  by  the  publishers  or  (2)  bilHng 
the  advertiser  at  the  net  cost  of  space,  illustrations,  printing, 
etc.,  plus  a  uniform  commission  of  fifteen  per  cent.  Some 
agencies  place  the  large  accounts  as  low  as  twelve  or  ten  per 
cent,  on  the  net  cost  except  in  those  cases  where  the  com- 
mission from  the  publisher  is  fifteen  per  cent,  and  where  the 
publisher  has  required  an  agreement  that  no  part  of  the 
commission  will  be  given  to  the  advertiser.  Such  publishers 
regard  the  granting  of  any  part  of  the  agency  commission 
to  the  advertiser  as  being  equivalent  to  a  cut  in  advertising 
rates. 

Different  Types  of  Agency  Organization. — An  advertising 
agency  may  consist  of  merely  one  man,  or  woman,  of  good 


70 


THE  ADVERTISING  HANDBOOK 


advertising  experience  aided  by  office  assistants.  Such  an 
agency  will  have  its  art  work  done  by  independent  artists 
and  may  even  arrange  for  necessary  research  work  by  persons 
particularly  qualified  for  such  service.  This  type  of  agency 
is  more  on  the  professional  type  of  the  lawyer  or  the  engineer. 
From  this  one-person  type  of  agency  there  are  organizations 
of  different  size  and  organization  all  the  way  up  to  the  very 
large  agency  employing  hundreds  of  persons  and  which  main- 


Chart  3. — The  organization  of  a  large  advertising  agency. 


tains  large  art  and  printing  departments,  a  number  of  branch 
offices  in  various  parts  of  the  country,  a  copy-writing  staff  of 
forty  or  fifty  people,  perhaps  a  test  kitchen  for  experiments 
with  food  products,  and  perhaps  an  outdoor  advertising 
department  prepared  to  design,  produce  and  place  posters, 
etc. 

Chart  3  shows  the  various  departments  of  a  large  agency. 

Chart  4  illustrates  the  progress  of  a  campaign  from  the 
interview  with  the  client  to  the  billing  of  the  advertising. 


THE  ADVERTISING  AGENCY  AND  ITS  WORK 


71 


^Progress  of  Work*'  Chart 

Illustrating  the  method  by  which  the  entire  equipment  and 
individual  and  composite  Experience  ofthe  Tracy-Parry  Company 
are  brought  to  bear  upon  the  advertising  of  its  clients  •  •  •  - 


Client 


Executive    Staff 
Tracy-Parry  Company 
/I  \ 


Resc£uxh  and 
Information  Service 


Advertising  -  Merchandising 
. Sales  -Co-operation 

jt —    T    — ^ 


Con3uin«r  InvesHgations 
Trada   Investi4atioii4 
Analyiia  oF  Markets 
Analysis  oF  Competition 
Stu^  of  Product  and 

Production 
Stud^  oF  Possible  use  and 

Possibia  Markets 


/>  jr»i  Records  Data 

Copy  and  Plans |^  staff  Conferences 
Department 


Accunolated  experience 
oF  individudl  members 
of  staff  embracing  in 
addition  to  advertising 
pradically  every  depart- 
ment of  Iwsincss  activity 


Cop3; 
Production 


Art  Dcpt. 
Photographic 


Engraving 
Printing 


Preparation  of  Co^  for 
Magazines  — Ncwspapers- 
Trada  and  Tschnical 
Journob -Street  Car* 
and  Outdoor  Displays  - 
BMtCTS  —Booklets  — 
fi)Iders-House  Ot^fos- 
Catala>^  —Letters  — 
Teduucal  ArtidM-Tracle 
Chdracters  — SIo^uis 


Preliminary  skctdics,  by- 
oub,  Finished  drawings, 
painting— For  magazines; 
oewspopcrs,  street  cars . 
trade  ood  t«hmcalJoumaI% 
outdoor  di«p)jy,  posters, 
bookets,  fcAdcrs.  bouse- 
oi^ons^catalc^,  letters, 
trade  marks,  labeb,  con- 
tainers, trade  dunxiers 


Medianical  details  of 
advertising  in 
nu4azine*,  nevspapeiv, 
trade  and  ledmicJjouraalst 
street  car«, 
outdoor  displaus 
posters,       koolUets, 
Folders, 
house  organs, 
catalogs 


"^^P^ 


Rates  of  PaUication 
An^sis  of  Grcttliih'on 

■i- 


PrqMration  of 
advertising  echedulc. 
Selection  oF  media  Cor 
territorial  or  national 
advertising. 
Study  of  puUitations 
in  relation  to  products 
and  market  to  be 
r«»ched. 
JEsti  mates 


Forwarding 
Chcckin;^ 


Chart  4. 


72  THE  ADVERTISING  HANDBOOK 

MISCELLANEOUS  INFORMATION  ON  ADVERTISING 
AGENCIES 

Street-car  and  outdoor  advertising  is  placed  by  advertising 
agencies  only  to  a  limited  extent.  The  tendency  during  recent 
years  in  street-car  advertising  interests  is  to  deal  direct  with 
advertisers  and  to  decline  to  allow  commissions  to  advertising 
agents.  Only  a  few  advertising  agents  make  a  specialty  of 
preparing  and  placing  posters. 


Women  have  entered  advertising  agency  work  to  a  notice- 
able extent  of  late  years.  So  many  of  the  products  and  ser- 
vices advertised  by  agencies  are  those  affecting  womankind 
that  the  introduction  of  women  into  agency  service  is  sure  to 
result  in  an  improvement  of  copy  and  methods. 


It  is  customary  for  the  advertising-agency  representative  to 
deal  with  the  advertising  manager  of  the  advertiser,  the  sales 
manager,  the  business  manager,  or  perhaps  a  committee  that 
has  charge  of  advertising  and  sales  policies.  Copy  is  usually 
submitted  first  in  pencil  sketches  and  manuscript  and  form, 
then  later  in  the  form  of  complete  proofs. 


It  is  the  tendency  of  agencies  to  prepare  complete  schedule 
of  copy,  dealer  literature,  etc.,  and  to  have  a  large  part  or  all 
of  this  material  ready  when  the  campaign  begins.  This  has 
the  advantage  of  having  the  material  ready  when  it  is  to  be 
used  and  it  saves  a  great  deal  of  corresponding,  conferring  and 
criticizing,  and  yet  there  is  always  some  chance  that  when  a 
whole  series  of  advertisements  is  prepared  at  one  time  that 
some  parts  of  the  series  will  be  weak,  and  that  later  in  the 
season  there  may  arise  opportunity  to  introduce  some  newsy 
event  or  new  point  into  copy — something  that  would  result 
in  great  improvement.  If  this  change  is  made,  it  means  that 
the  original  plates  must  be  wasted,  or  an  extra  piece  of  copy 
must  be  scheduled.  A  number  of  advertisers,  while  reahzing 
that  some  copy  must  be  prepared  ahead  of  time,  prefer  that 
much  of  the  copy  be  prepared  from  month  to  month  in  order 
that  the  ideas  may  receive  the  ripest  thought  and  that  every 


THE  ADVERTISING  AGENCY  AND  ITS  WORK  73 

advantage  may  be  taken  of  current  events,  lessons  from  the 
progress  of  the  campaign,  etc. 

There  must  be  some  exceptions  to  this.  Where  a  long  Hst  of 
newspapers  must  receive  a  schedule  of  perhaps  twenty  or 
thirty  pieces  of  copy  for  a  standard  article,  the  better  plan  is 
for  a  complete  series  of  advertisements  to  be  prepared  and 
plated,  so  that  the  inserting  of  them  becomes  a  mere  matter 
of  routine. 


Some  of  the  more  aggressive  agencies,  realizing  the  inspira- 
tion that  comes  to  a  service  man  or  writer  from  actually 
seeing  the  things  that  he  is  to  advertise,  arrange  for  their  men 
to  make  extended  visits  to  plants  of  advertisers  and  even  to 
remain  for  weeks  in  the  advertiser's  offices,  talking  with  work- 
men, chemists,  engineers,  inventors,  etc.  A  variation  of  this 
is  the  plan  of  having  the  man  who  is  to  prepare  most  of  the 
advertising  go  out  among  farmers,  automobile  dealers, 
teachers,  or  whatever  class  must  be  appealed  to  in  order  that 
he  may  absorb  their  views  and  be  sure  that  he  is  addressing 
them  skilfully  when  he  makes  up  the  advertiser's  messages. 


Many  of  the  best  advertising  agencies  will  not  take  com- 
peting accounts,  holding  that  they  cannot  possibly  give  their 
best  ideas  on  one  subject  to  two  concerns  aiming  at  the  same 
patronage. 

A  number  of  leading  agencies  also  decline  to  submit  plans  in 
competition.  They  argue  that  effective  campaigns  cannot  be 
worked  up  hurriedly,  that  they  often  necessitate  thorough 
investigations  and  that  any  plan  that  might  be  presented  from 
a  few  days'  or  few  weeks'  study  of  a  problem  would  not  prop- 
erly represent  their  methods. 

Agency  reports  and  campaigns  submitted  to  clients  may  take 
the  form  of  a  long  letter,  written  in  chapters  or  different  head- 
ings to  cover  the  ground.  Or  the  report  may  be  written  on 
loose-leaf  sheets  and  bound  in  a  manuscript  or  ring  binder. 
Often  charts  of  various  kinds,  statistics,  etc.,  form  important 
parts  of  such  a  report.  There  may  be  other  exhibits — letters 
from  people  whose  opinions  are  worth  while,  photographs, 


74  THE  ADVERTISING  HANDBOOK 

interesting  articles,  facts  drawn  from  government  or  other 
scientific  reports,  etc. 

The  following  exhibit  is  a  detailed  account  of  the  extensive 
survey  work  that  is  a  frequent  prehminary  to  the  making  up 
a  report  to  a  client. 

A  LARGE  ADVERTISING  AGENCY'S  DESCRIPTION  OF  ITS 
SURVEY  WORK 

Authorization. — An  order  to  the  Research  Department  from  a  client, 
calling  for  a  nation-wide  survey  of  his  business  to  be  completed  within  a 
year  and  to  cost  the  client  inside  a  set  estimated  sum,  with  proper 
authorization  by  the  Manager  of  the  Department,  constitutes  a  survey 
job. 

Stating  the  Problem. — The  client,  the  representative,  Mr.  D ^ 

(or  some  one  from  the  Plan  and  Concept  Department),  Mr.  B- 


(or  some  one  from  the  Service  Department)  then  meet  with  members 
of  the  Research  Department  to  discuss  "What  do  we  want  to  find  out?" 
so  that  the  survey  may  be  from  the  start  as  much  to  the  point  as  possible. 

Planning  the  Survey. — There  is  another  consultation — of  people  in 
the  Research  Department — to  decide"  What  data  are  to  be  collected 
and  where?"  This  is  a  very  practical  step.  It  amounts  to  deciding, 
on  expert  knowledge,  to  eliminate  costly  and  fruitless  efforts  and  to  use 
the  utmost  economy  of  effort  and  time. 

Gathering  Data. — The  next  step  is  gathering  the  data  called  for  by  this 
conference.  The  three  sources  of  data  are:  the  client,  the  field,  printed 
material. 

From  Client. — From  the  client  information  is  secured  by  the  Manager 
of  the  Department.     Such  information  falls  into  three  main  classes: 

1.  General,  such  as  is  usually  in  the  hands  of  the  representative  on  any 
but  a  very  new  account. 

2.  Sales-figures,  totals  and  by  sales  territories,  over  a  period  of  years, 
not  only  for  the  client  but  estimated  at  least  for  his  competitors — this 
to  serve  as  a  basis  for  the  market  analysis  and  market  measure  applica- 
tion already  outhned. 

3.  Selling  and  advertising  methods  and  processes,  both  of  the  client 
and  his  competitors — so  that  the  client's  methods  may  be  scheduled, 
analyzed  and  charted. 

From  the  Field. — From  the  field  we  get  information  by  field  men  and 
by  mailed  questionnaires.     Field  men  fall  into  three  classes : 

Scouts. — Scouts,  peculiarly  able  and  experienced  men  who  can  meet 
wholesalers,  jobbers,  or  even  competing  manufacturers,  who  make  a 
comparatively  speedy  and  high-light  examination  and  who  can  help  in 
the  interpretation  of  the  material  they  gather. 

Field  Men. — Field  men,  also  in  our  own  employ,  with  only  less  experi- 
ence than  the  scouts,  who  travel  more  widely  than  the  scouts,  study  the 


THE  ADVERTISING  AGENCY  AND  ITS  WORK  75 

field  more  intensively  and  with  more  attention  to  retailers,  always,  how- 
ever, following  the  lines  indicated  by  the  scout  survey. 

Correspondents. — And,  a  third  class,  correspondents  all  over  the 
country,  about  70  in  large  cities  and  about  50  in  rural  communities. 
These  correspondent-investigators  we  pay  by  the  job.  To  them  we  send 
questionnaires  based  on  the  findings  of  our  own  scouts  and  field  men,  so 
that  useless  questions  are  eUminated  and  essentials  are  put  in  proper 
perspective.  These  questionnaires  the  correspondent  fills  in  from  the 
information  he  gets  in  personal  interviews  with  distributors  of  different 
classes  prescribed  in  our  letter  of  instructions.  A  "  Manual  for  Investi- 
gators" has  given  these  by-the-job  employes  considerable  instruction 
and  training.  They  will  get  more  by  working  with  visiting  field  men. 
As  our  field  men  clean  up  after  the  scouts,  so  the  correspondents  can 
clean  up  to  any  required  degree  of  intensity  after  the  field  men. 

Questionnaires  to  Consumer. — Mailed  questionnaires  from  our  oflSce 
give  us  consumer  information  of  a  sort  that  we  cannot  get  from 
distributors. 

From  printed  sources,  the  Research  Department  librarian  gathers  all 
available  published  material  on  the  product  and  its  competition,  produc- 
tion, both  domestic  and  foreign,  imports  and  exports,  methods  of  dis- 
tribution and  sale,  past  and  present  advertising  campaigns,  etc. 

Information  in  Print. — Besides  this  special  material  for  the  particular 
client,  there  is  a  constantly  growing  background  or  general  storehouse  of 
information,  largely  statistical  and  including  figures  on  population, 
incomes,  automobile  registration,  trading  areas,  jobbing  centers,  cir- 
culation of  advertising  mediums,  etc.  We  are  undertaking  a  thorough- 
going study  of  the  value  of  different  mediums  and  have  already  well  in 
hand  material  of  this  character  on  farm  papers,  as  well  as  much  extremely 
practical  information  on  the  comparative  flexibility  of  newspapers  and 
"national"  mediums. 

Compilation. — Tabulating  and  compiling  the  data  is  the  next  step. 
Much  of  this  is  done  almost  as  soon  as  the  information  is  gathered.  A 
simple  and  economical  system  has  been  devised  by  which  data  are  copied 
only  once,  with  enough  carbons  and  in  such  shape  that  the  facts  can  be 
filed  and  re-arranged  to  meet  all  possible  demands  on  it  in  our  own  oflBce 
and  in  the  client's.  This  also  ensures  the  speedy  discovery  and  imme- 
diate availability  of  any  particularly  important  fact  in  the  course  of 
the  survey  without  waiting  for  its  completion. 

Co-ordinating  and  interpreting  the  data  and  preparing  it  for  presentation 
to  the  client  is  the  next  step,  and  one  that,  in  the  nature  of  the  case,  can 
not  permit  of  any  great  degree  of  standardization. 

A  Committee  of  Specialists. — Primarily  this  work  goes  to  a  committee 
or  board  of  men  in  the  Research  Department  with  the  help  of  the  Repre- 
sentative on  the  account,  a  member  of  the  Plan  and  Concept  Depart- 
ment, and  a  member  of  the  Service  Production  Department.  The 
members  of  this  Board  who  come  from  the  Research  Department  have 
functionalized  tasks  along  lines  similar  to  the  men  from  other  depart- 


76  THE  ADVERTISING  HANDBOOK 

ments.  Each  member  is  expected  to  make  general  suggestions  and  to 
devote  his  particular  attention  to  his  own  specialty  whether  that  be 
copy,  plan,  or  mediums. 

The  definite  recommendations  of  this  Board  are  edited,  collated,  and 
combined  with  a  summary  of  the  body  of  information,  both  in  text  and 
chart  form,  by  the  so-called  Chief  of  Research  Presentation.  It  is  his 
special  function  to  analyze  sales  figures,  to  suggest  and  apply  a  measure 
of  the  market  or  prospect-point  system,  and  to  put  in  graphic  form  the 
analysis  of  the  client's  entire  system  of  advertising  and  selling  from  in- 
formation gathered  from  the  client. 

Installation. — We  now  have  a  complete  report  made  up  of  the  whole 
body  of  information  gathered  (to  which  the  sales  manager  or  district 
manager  may  turn  for  illuminating  detail),  a  summary  of  this  detail 
which  shows  the  trend  it  takes,  and  definite  recommendations  and 
suggestions.  Is  the  task  finished?  No.  For  this  whole  survey  is 
service  and  though  we  have  done  much  in  completing  the  typed  and 
bound  report  and  in  planning  it  so  that  it  can  be  readily  and  easily  used, 
we  have  done  very  little  for  a  client  if  we  stop  there. 

The  real  final  step  is  installation  and  demonstration — taking  the  report 
to  the  client,  going  over  it  with  him  in  detail,  showing  him  what  it  means 
and  how  it  can  be  used,  and,  occasionally,  bringing  it  back  to  the  Research 
Department  to  have  embodied  in  it  the  suggestions  of  the  client,  a  per- 
fect adjustment  and  tuning-up  to  the  requirements  of  his  business. 

This  function  of  delivery  and  demonstration  belongs  to  the  Repre- 
sentative on  the  account,  the  Manager  of  the  Research  Department,  the 
Chief  of  Research  Presentation — any  or  all  of  these  three  as  conditions 
may  demand. 


SECTION  4 
PSYCHOLOGY  OF  ADVERTISING 

Much  that  appears  in  the  various  chapters  of  this  volume  is 
interwoven  with  psychology,  which  is  merely  the  science  of 
the  mind,  the  instincts,  and  the  emotions. 

In  the  treatment  of  Catalogs,  Booklets,  Folders  and  Cards 
there  are  considerations  of  the  psychology  of  interest,  of 
color  and  of  impression  generally. 

In  the  study  of  the  various  forms  of  mediums,  consideration 
is  given  to  the  psychology  of  attention,  of  reading  habits, 
and  of  memory. 

Advertising  display  involves  the  psychology  of  attention 
also. 

Psychology  is  so  vital  a  part  of  advertising  copy  that  no 
treatment  of  the  subject  can  be  thorough  without  bringing  in 
a  study  of  the  psychology  of  interest,  of  appeal,  of  decision 
and  action.  Consequently,  considerable  of  the  discussion 
and  data  on  copy  presented  by  this  volume  is  psychological 
in  character. 

There  are,  however,  some  fundamental  principles  of  psy- 
chology that  have  such  an  important  relation  to  advertising 
that  they  call  for  detached  explanation. 

Association  of  Ideas. — Perhaps  the  principle  of  psychology 
that  the  advertising  man  encounters  more  frequently  than 
any  other  is  that  of  association  of  ideas. 

Thoughts  do  not  run  in  the  mind  independently  of  each  other, 
though  occasionally  the  thought  does  flit  to  a  new  subject 
apparently  disconnected  from  what  was  in  the  mind  previ- 
ously. But  most  of  the  time,  the  thought  runs  along  like  a 
current,  passing  from  on,e  topic  to  another  as  these  are  sug- 
gested. In  the  recesses  of  the  memory  topics  lie  stored  but 
connected  with  each  other.  Mention  Mt.  Vernon,  and  in- 
stantly the  view  of  that  colonial  house  on  the  Potomac  and  the 

77 


78 


THE  ADVERTISING  HANDBOOK 


STEINWAY 

The  Instrument  of  the  Immortals 

There  has  been  but  one  supreme  piano  in  the  history  of  music.    In  the 

days  of  Liszt  and  Wagner,  of  Rubinstein  and  Berlioz,  the  pre-eminence 

of  the  Steinway  was  as  unquestioned  as  it  is  today.    It  stood  then,  as  it 

stands  now,  the  chosen  instrument  of  the  masters — the  inevitable 

preference  wherever  great  music  is  understood  and  esteemed. 

STEINWAY  &  SONS.  Steinway  Hall,  107-109  E.  14th  St..  New  York 

.    Subway  Express  Slallons  at  the  Door 


Fig.  1. — The  age  of  the  musician,  the  sha4ow  of  the  room  and  the  entire 
"atmosphere"  of  the  design  appeal  to  the  imagination. 


PSYCHOLOGY  OF  ADVERTISING 


79 


name  of  George  Washington  come  before  our  minds.  Name 
Wilbur  Wright  and  the  aeroplane  and  all  its  achievements 
come  to  our  mind's  eye.     "Baked  Beans"  suggests  Boston, 


|Rii^'  -^^ ' 

^Hjl^^^^ 

"       -            illlllllMUf'       y' fOt^^i^^S^SMi 

1 

THE  FAITH  OF  THIS 

MAN  STOOD  BEHIND 

^^^^^^^^Hi^Mrt^;^/  1 1  >' 

THE  EARUEST  ACHIEVE- 

i !^^^H 

^^^^^^HliHII^^M 

MENT  OF  CE-BILUNGS 

I^H 

WHO  FOUNDED  THE 

I^H 

BILLINGS  &  SPENCER 

^^H 

COMPANY  OF  HARTFORD 

'^H 

THE  FIRST  COMMERCIAL 

ill 

DROP  FORGING  PLANT 

I^H 

IN  AMERICA 

i^H 

j^mifH 

Fig.  2. — Though  this  advertisement  drew  unusual  attention,  the  association 
between  Lincoln  and  the  Billings  &  Spencer  Company  seems  hardly  close 
enough  to  make  a  lasting  impression  on  the  reader. 

"  Akron  ^'    suggests    the    manufacture    of    rubber  products, 
"Detroit"  that  of  automobiles  and  automobile  accessories. 

In  other  words,  certain  thoughts  have  become  fixed  in  our 
minds  in  connection  with  certain  other  thoughts,  and  when  we 


80  THE  ADVERTISING  HANDBOOK 

bring  up  one  end  of  the  connection  the  other  is  likely  to  follow. 
There  are  paths,  as  it  were,  from  one  of  the  topics  to  the  other. 
This  is  important  to  the  advertiser,  for  much  depends  on  his 
being  able  to  anticipate  the  turn  the  reader's  thought  will  take 
or  on  his  ability  to  guide  that  reader's  thought. 

There  is  a  motive,  and  a  good  one,  in  calling  an  automobile 
the  ''Lincoln,"  for  that  suggest  sturdy,  honest  qualities. 

No  writer  would  undertake  to  make  a  real  hero  out  of  a 
character  known  as '  'Percy, ' '  for  this  name  suggests '  'sissiness. ' ' 

Channels  of  Thought. — It  has  been  pointed  out  that  various 
things  in  every  normal  human  mind  are  related  or  associated 
with  other  things — that  there  are  tracks,  grooves  or  channels, 
as  it  were,  in  the  mind  between  these  associated  objects. 

Remembering  this,  the  advertiser  must  also  remember  that 
the  thought  of  the  reader  is  constantly  in  motion,  like  a  tireless 
electric  current  but  seeking,  like  the  electric  current  or  a  cur- 
rent of  water,  the  easiest  passage .  Given  a  ' '  good  conductor, ' ' 
thought  moves  easily.  Attempt  to  repress  it  or  to  drive  it 
back,  and  it  resists.  This  is  seen  more  easily  in  salesmanship 
than  in  advertising.  The  salesman  who  belittles  our  ideas 
or  who  insists  on  ramming  his  own  opinions  down  our  throats, 
as  it  were,  does  not  usually  command  our  patronage.  The 
keen  salesman  knows  how  to  fall  in  with  the  customer's 
thought  and  to  move  gracefully  with  it  for  a  while,  even  though 
later  he  may  find  it  really  necessary  to  differ  from  the  custom- 
er's view  and  to  try  to  bring  the  customer  to  a  new  opinion 
or  view  of  some  matter. 

The  advertiser  must  recognize  this  mental  condition.  He 
must  strive  for  an  agreeable  ''point  of  contact"  with  the 
reader's  probable  experiences  and  thoughts,  and  travel  with 
those  thoughts.  Every  reader  has  passed  through  the  experi- 
ence of  reading  something  that  so  accords  with  his  own  views 
that  he  almost  says  aloud,  "That's  so."  The  most  enjoyable 
sermons,  editorials  and  stories  are  those  that,  to  some  degree 
at  least,  accord  with  our  own  reflections.  The  minister,  the 
editor,  or  the  writer  may  lead  us  on  to  new  convictions,  but 
he  at  least  accomplishes  his  mission  by  dropping  into  our 
channel  of  thought  and  guiding  it  rather  than  repelHng  or 
irritating  it. 


PSYCHOLOGY  OF  ADVERTISING  81 

The  modern  advertiser  is  constantly  asking  himself  ^' What 
is  the  reaction  of  the  consumer  or  the  dealer  as  the  result  of 
this  advertising?"  A  single  false  note  or  unfortunate  state- 
ment may  be  sufficient  to  interfere  with  the  deUcate  task  of 
guiding  minds  to  the  desired  conclusion. 

Unpleasant  Associations  and  Negative  Appeals. — Because 
of  the  ready  association  of  ideas,  it  is  desirable  in  advertising 
to  keep  clear  of  those  names  and  thoughts  that  suggest  un- 
pleasant things.  Probably  few  people  would  feel  attracted 
toward  a  coffee  that  was  known  as  ''Boarding  House  Coffee, " 
though  "Hotel  Astor  Coffee"  has  much  in  its  favor  because  of 
its  associations  with  a  high-grade  hotel.  Most  people  would 
probably  be  prejudiced  against  living  in  a  suburb  if  it  were 
named  Lonesomehurst  or  Hecktown,  therefore  real  estate 
men  very  wisely  give  suburbs  attractive  names.  These 
are  extreme  examples,  but  they  serve  to  illustrate  the  idea. 
Many  advertisers,  while  not  choosing  names  or  advertising 
appeals  that  are  decidedly  repulsive,  are  guilty  of  selections 
that  are  unattractive  or,  at  best,  commonplace. 

Considerable  is  said  in  advertising  circles  about  the  in- 
advisability  of  using  negative  appeals — appeals  that  show  the 
result  of  not  using  the  advertiser's  product  rather  than  those 
which  show  the  results  of  using  it.  Examples:  a  bent-over 
figure  illustrating  the  effect  of  rheumatism  as  an  illustration 
for  a  rheumatism  remedy;  a  fire,  with  loved  ones  in  danger,  as 
illustrating  a  fire-extinguisher;  an  automobile  that  has  crippled 
some  one  because  driven  without  chains  on  slippery  streets 
as  an  illustration  for  automobile  chains. 

An  advertiser  does  not,  however,  do  well  to  conclude  that  all 
such  illustrations  and  appeals  are  without  merit  just  because 
they  show  the  negative  or  sad  side  of  the  picture.  It  is  safe 
to  say  that  no  advertisement  should  be  so  alarming  or  repulsive 
as  to  repel  the  reader  and  make  him  feel  that  it  is  undesirable 
to  read  what  the  advertiser  says  or  to  use  his  product.  But 
the  truth,  on  the  other  side,  is  that  people  have  to  be  shocked 
into  doing  some  things  that  it  is  their  duty  to  do. 

The  advertiser  of  a  fire-extinguisher  can  show  the  dangers  of 
fire,  while  at  the  same  time  showing  the  positive  side  of  the 
picture  with  an  illustration  depicting  the  mother  easily  putting 


82 


THE  ADVERTISING  HANDBOOK 


♦•I 

never 
saved 
a  cent" 


1 7c 

saved  each  day  will  soon  pay 
for  a  share  of  our  Preferred 
Stock  which  pays  dividends 
every  3  months  amounting 
to  more  than  7i  %  on 
your  money  each  year. 

PENNSYLVANIA  POWER  &  UGHT  CO. 

A  BUSINESS  WHICH  OF  NECESSITY  IS  PERMANENT 
Fig.  3. — The  negative  appeal  is  too  pronounced  in  this  example.     The 
reader  may  be  amused  by  the  disreputable  looking  tramp  but  the  appeal  does 
not  lead  directly  enough  to  the  real  subject  of  the  advertisement. 


PSYCHOLOGY  OF  ADVERTISING 


83 


out  the  blaze  in  the  home  while  a  child  clings  affrighted  to  her 
skirts.  But  it  is  not  so  easy  for  the  advertiser  of  Weed  chains 
to  show  the  positive  side,  and  it  is  within  the  bounds  of  good 
advertising  for  him  to  illustrate  the  disaster  that  is  hkely  to 
come  from  driving  unchained  wheels  on  slippery  roads  and 
streets. 


HOTEL 
ASTOR 
COFFEE 

The  old  favorite 
in  Nevy/ York's 
best  homes     ^^ 


Cisk  ijour 
dealer    . 


Ml 


Fig.  4. — A  name   and   a  touch  of  illustration  that  create  distinctiveness. 

An  effective  illustration  for  a  proprietary  remedy  showed  a 
neuralgic  sufferer  holding  his  face  in  his  hand.  This  was  the 
negative  side,  for  the  remedy  was  supposed  to  eliminate  rather 
than  cause  pain,  and  yet  it  is  certain  that  such  an  illustration 
caught  the  attention  of  those  who  suffer  from  neuralgia. 

One  very  large  national  advertiser  who  can  trace  returns 
with  considerable  accuracy  finds,  after  many  years'  experience 
with  both  positive  and  negative  styles  of  copy,  that  the  posi- 
tive style  has  usually  been  the  more  effective  of  the  two,  and 


84 


THE  ADVERTISING  HANDBOOK 


"What!    MyCar?'' 

''Yes!  skidded — and  it's  up  to  you.  You  failed  to 
provide  the  chauffeur  with  Tire  Chains.  Only  good  luck 
saved  your  wife  from  paying  the  supreme  penalty  for  your 
negligence.  She's  on  the  way  to  the  hospital  painfully- 
injured,  but  the  doctor  thinks  she'll  pull  through.  You'd  bet- 
ter hurry  to  the  hospital  and  then  report  to  headquarters.** 


How  strange  it  is  that  disaster  must 
come  to  some  men  before  they  realize 
that  all  makes  and  types  of  tires  will  skid 
on  wet  pavements  and  muddy  roads 
when  not  equipped  with  Chains. 

These  men  do  not  appreciate  until  too 
late,  that  by  failing  to  provide  Weed  Anti- 
Skid  Chains  they  expxjse  their 
families  to  injury  and  death. 


The  time  to  provide  against  accidents 
is  before  they  happen.  Don't  wait 
until  after  the  first  skid.  Put  Weed 
Chains  on  all  four  tires  at  the  first 
indication  of  slippery  going  and 
you  "will  have  quadruple  protection 
against  injury,  death,  car  dam- 
age and  law  suits. 


Weed  Chains  are  Sold  for  All  Tires  by  Dealers  Everywhere 


BRIDGEPORT.  CONNECTICUT 


CHAIN   COMPANY.   LIMITED,  NIAGARA  FAi 


FiQ.  5. — Unmistakably  the  negative  appeal,  because  it  illustrates  what 
may  happen  when  the  advertised  product  is  not  used  but  a  very  effective 
appeal  nevertheless. 


PSYCHOLOGY  OF  ADVERTISING  85 

yet  there  have  been  successful  advertisements  used  by  him 
that  would  undoubtedly  be  classified  as  negative  by  psycholo- 
gists and  probably  condemned  notwithstanding  the  fact  that 
they  have  brought  excellent  returns. 

Suggestion. — Suggestion  is  so  intimately  related  to  the 
association  of  ideas  that  one  cannot  be  considered  without 
involving  the  other. 

Suggestion  is  the  act  of  imparting  some  idea  that  arouses 
or  suggests  some  other  idea  or  thought  directly  connected  with 
the  original.  In  other  words,  suggestion  is  the  first  part  of 
an  association  of  ideas.  The  professional  hypnotist  tires  the 
eye  of  his  patient  or  subject  by  putting  a  bright  object  before 
it,  because  he  knows  that  even  a  slight  tiring  of  the  eye  is 
strongly  suggestive  of  sleep.  In  his  oral  suggestion,  he  uses 
the  word  ''Sleep''  to  induce  a  state  of  sleep. 

There  is  nothing  mysterious  about  suggestion.  Looking 
at  a  pickle  or  a  stick  of  alum  will  cause  a  curious  sensation  in 
the  jaws.  The  thought  or  the  sight  of  certain  things  will 
"make  our  mouths  water,"  while  other  things  or  thoughts 
will  induce  faintness  or  nausea,  though  we  do  not  touch 
them.  Reading  may  move  us  to  laughter,  to  tears  or  to 
shuddering. 

Neither  the  advertiser  nor  the  salesman  need  be  a  master  of 
hypnotism.  In  fact,  there  would  be  no  opportanity  to  carry 
suggestion  to  such  an  extreme  as  the  hypnotist  does,  but 
every  one  who  has  need  to  sway  or  mold  thought  has  need  for 
suggestion.  "Think,  gentlemen  of  the  jury,"  cries  the  lawyer, 
"who  could  have  had  a  motive  for  having  this  will  altered?" 
He  does  not  come  out  directly  and  boldly  assert  that  the  de- 
fendant is  the  man.  He  recognizes  that  it  is  more  subtle  to 
ask  the  jury  the  question — a  question  that  suggests  the  answer 
rather  than  to  give  it  outright. 

Here,  again,  we  come  in  touch  with  the  principle  that 
human  thoughts  prefer  to  be  led  rather  than  pushed.  The 
hearer  or  reader  whose  conclusions  come  as  the  result  of 
adroit  suggestion,  who  feels  that  his  conclusions  are  actually 
his  own,  arrived  at  by  his  own  free  thought,  is  more  likely  to 
be  firm  in  his  decisions  than  one  who  feels  that  a  conclusion  has 
been  forced  on  him. 


86 


THE  ADVERTISING  HANDBOOK 


r^cr^.T-a/ic^e 


The  unobtrusive  fragrance  of  Ivory  Soap  is  not  the 
usual  soap  perfume.  It  is  merely  the  pleasing^ 
natural  odor  of  Ivory's  high-grade  ingredients.  Its 
delicacy  and  refinement  are  two  of  the  reasons  why 
you  fnd  Ivory  Soap  in  so  many  homes  where  good 
taste  and  good  sense  prevail. 


IVORY  SOAP. 


'T  ploat® 


99^0^  PURE 


Fig.  6. — Association   of   Ivory    Soap  with  dainty  flowers,  background  and 
lettering  create  the  idea  of  "unobtrusive  fragrance"  and  purity. 


PSYCHOLOGY  OF  ADVERTISING 


87 


"Frae   the   Land  o'  Cakes 
Mathers  Scotch   Fish  Cakes 

Wherever  you  live  in  London,  you 
can  now  buy  these  delicious  ready-  • 
cooked  Fish  Cakes.  The  food 
shortage  need  not  put  you  "on 
short  commons "  if  you  serve  these 
savoury   cake^s   several    times   a    week 

Your  Fishmonger,  Grocer   and   Dairy 
sell  or  will    gladly  get  them  for  you 

Try     some     for     Tea    TO-NIGHT 


Mathers' Scotch 
,   Fish  Cakes 

2d  each  "*f    3  for  5d 

Made  by  Mathers 


Fig.  7. — Here    the  plaid  border  is  enough  to  lend  a  Scotch  flavor  to  the 

entire  appeal. 


88  THE  ADVERTISING  HANDBOOK 

"Never  gave  his  wife  anything  that  pleased  her  better'^ 
runs  the  headine  of  an  advertisement  describing  a  customer's 
experience  with  a  purchase  of  a  household  convenience.  The 
advertisement  does  not  bluntly  argue  that  you  should  **Give 
your  wife  this  vacuum  cleaner,"  though  sometimes  such 
vigorous  headlines  may  be  justifiable,  but  the  headline  suggests 
to  every  married  man  the  thought  that  possibly  the  article  is 
something  that  he  should  give  his  own  wife. 

Suggestion  is  used  by  advertisers  not  only  in  their  choice 
of  colors  for  their  printed  matter  but  in  the  selecting  of  illus- 
trations, the  design  of  the  dealers'  display,  the  shape  of  the 
packages  or  cartons,  etc. 

This  illustration  serves  to  show  how  far  suggestion  may  go 
in  determining  the  success  of  a  campaign.  A  chewing  gum 
manufacturer  in  introducing  his  article  would  have  a  salesman 
call  on  retailers  before  beginning  his  advertising  in  a  community 
and  give  each  merchant  a  box  of  the  gum  containing  twenty 
packages,  to  be  sold  at  five  cents  each.  The  merchant  was 
invited  to  put  this  on  his  counter,  sell  the  gum  and  keep  the 
dollar.  ''We  are  going  to  advertise  and  we  want  you  to  see 
how  the  gum  goes,"  was  the  explanation  of  the  salesman. 
But  before  the  box  was  placed  on  the  counter,  the  salesman 
took  out  several  packages  so  that  the  box  would  appear  to  be 
a  broken  one.  The  reason  was  that  if  buyers  have  no  preference 
for  a  given  brand  of  gum,  cigars,  etc.;  they  will  usually  buy 
from  a  broken  box  rather  than  a  full  one.  The  full  box 
suggests  that  no  one  has  been  buying  that  kind.  Therefore, 
the  connecting  thought  is  that  perhaps  it  is  not  a  very  good 
kind.  By  starting  the  box  as  a  broken  one,  the  advertiser 
saved  the  day.  Otherwise,  when  his  representative  had 
called,  after  a  period  of  advertising,  to  take  the  retailer's 
order,  the  retailer  would  likely  have  said  ''Your  product  does 
not  sell  at  all.  No  demand  whatever.  You  can  see  for  yourself 
that  I  haven't  sold  a  package,  though  the  box  has  been  right 
there  on  the  counter  ever  since  you  left  it  with  me." 

The  Direct  Command. — ^The  term  "Direct  Command"  is 
applied  to  those  positive  or  direct  statements,  often  made  in 
the  displays  of  an  advertisement  or  near  the  close,  in  which  the 
reader  is  urged  to  "Take  none  but  the  genuine  Bayer  Aspirin," 


PSYCHOLOGY  OF  ADVERTISING  89 

"Tear  out  and  Mail  the  Inquiry  Coupon  Now,"  or  ''Call 
your  grocer  and  tell  him  you   want  one  of  our  samples." 

The  theory  of  the  direct  command  is  that,  if  there  is  no 
reason  for  opposition  in  the  reader's  mind,  he  is  naturally  in- 
clined to  adopt  a  suggestion.  The  direct  command  serves  a 
good  purpose  in  many  advertisements  where  otherwise  the 
reader  might  be  favorably  impressed  but  left  without  any 
action  or  step  being  taken. 

Whether  a  direct  command  or  a  more  adroit  suggestion 
should  be  used  depends  on  conditions.  There  are  times  when 
a  "Stop!"  sign  is  more  likely  to  bring  obedience  than  the 
smoother  admonition,  "Travelers  are  advised  to  proceed 
cautiously." 

The  advertiser  cannot  proceed  by  fixed  rules  in  the  realm 
of  psychology  any  more  than  he  can  in  the  other  depart- 
ments of  advertising  science.  The  important  thing  is  to 
become  familiar  with  all  the  tried  and  true  expedients  and 
then  decide  in  each  case  as  to  the  proper  procedure.  The 
bank  and  the  circus  require  different  advertising  methods. 

The  Value  of  Repetition. — The  effects  of  advertising  depend 
largely  on  how  well  the  advertiser  can  make  people  remember 
him  and  his  product.  "To  be  remembered"  is  just  as  impor- 
tant a  qualification  of  advertising  as  "to  be  believed."  And 
a  great  deal  of  advertising  that  seems  passably  good  when 
one  reads  it^  is  lacking  in  power  to  make  readers  remember. 

Now,  remembering  depends  to  some  extent  on  association 
and  to  some  extent  on  repetition.  When  we  wish  to  commit 
something  to  memory,  we  go  over  it  again  and  again  until  one 
part  of  the  data,  poem,  or  whatever  the  subject  may  be,  sug- 
gests the  other.  Consequently,  repetition  plays  a  large  part 
in  advertising.  Advertising  is  to  a  large  degree  commercial. 
That  is,  it  is  forced  into  attention  as  a  matter  of  business. 
Unless  the  reader  of  advertising  has  some  unusual  reason  for 
remembering  an  advertiser's  business,  or  the  points  of  his  prod- 
uct, considerable  repetition  will  be  required  before  the  mem- 
ory will  hold  what  the  advertiser  wishes.  In  the  first  place, 
most  attention  that  is  paid  to  advertising  is  of  the  casual  sort. 
Something  about  an  advertisement  attracts  attention,  and  the 
message  as  a  whole  receives  some  attention — Httle  or  much 


90 


THE  ADVERTISING  HANDBOOK 


according  to  the  degree  of  the  reader 's  interest.  Then  the  eye 
and  the  mind  of  the  reader  pass  on.  There  is  not  the  degree  of 
concentration  that  the  mind  puts  on  things  more  intimately 
related. 


Age  gets  in  its  destructive  work  vAth 
almost  all  building  material.  Concrete  is 
the  exception.  When  you  build  with  good 
sand,  good  stone  and  Portland  Cement  as 
good  as  ALPHA,  your  structures  will 
grow  stronger  with  a?e — will  permanently 
resist  fire,  water,  wind  and  wear. 

Test  ALPHA  CEMENT  if  you  like  but 
you  don't  have  to.  All  ALPHA  plants 
are  operated  on  a  strictly  hourlv  test  sys- 
tem and  every  bag  of  ALPHA  CEMENT 
goes  out  guaranteed  to  meet  standard 
specifications  fully. 

Alpha  Portland  Cement  Co. 

Offices :  Easton,  Pa.,  Chicago,  111, 


Fig.  8. — The  skill  of  the  artist  in  typifying  permanence  by  the  huge  concrete 
lettering  shows  how  simple  visualization  may  often  be. 

The  lesson  to  be  derived  from  this  is  that  advertisers  have 
to  be  continually  repeating  their  stories  or  messages  in  order  to 
be  remembered  well  by  their  readers;  and  that  they  should 


PSYCHOLOGY  OF  ADVERTISING  91 

feature  points  that  are  easily  remembered,  for  readers  are  not 
likely  to  carry  considerable  detail  in  their  minds  unless,  per- 
chance, they  are  at  the  time  in  the  market  for  the  article  adver- 
tised and  hence  read  with  more  than  ordinary  interest.  In 
other  words,  most  advertising  must  be  written  to  impress  the 
casual  reader  rather  than  one  who  reads  with  considerable 
concentration.  Therefore,  many  good  advertisers  construct 
their  copy  so  that  some  impression  will  be  made  on  the  reader 
who  merely  glances  at  it  for  a  second  or  so,  though  the  same 
advertisement  may  contain  considerable  detail  for  the  more 
interested  type  of  reader. 

Advertisers  who  recognize  the  value  of  repetition  usually 
carry  some  slogan,  some  display  line,  or  some  well  known  sell- 
ing point  in  all  or  most  of  their  advertisements.  This  may  be  a 
statement  that  the  Blank  Company  has  plants  on  six  trunk- 
line  railroads,  that  the  Bundy  Steam  Traps  act  by  gravity  and 
therefore  can 't  fail  to  operate,  that  the  Solar  Ice-cream  can  is 
made  of  Armco,  the  rust-resisting  iron,  etc.  Advertisers  rely 
on  repetition  of  such  statements  to  help  them  win  thousands 
of  users  and  acquaintances  for  their  products.  Often  it  hap- 
pens that  employes  of  the  advertiser  will  tire  of  seeing  such  a 
familiar  statement  year  after  year  in  the  Company's  advertis- 
ing. They  may  argue  for  something  new,  forgetting  that  their 
interest  in  the  Company's  product  and  affairs  is  far  beyond 
that  of  the  general  reader.  But  with  the  hundreds  and  thou- 
sands of  products  to  read  about,  it  is  too  much  to  expect  that 
the  consumer  is  going  to  remember  a  great  deal  about  one  ad- 
vertised product  unless  conditions  make  his  interest  extraor- 
dinary. We  can  easily  remember  that  Valspar  is  the  varnish 
that  won 't  turn  white,  but  it  is  doubtful  that  the  general  pub- 
lic can  recall  anything  else  about  Valspar  that  has  been  ad- 
vertised. This  is  an  excellent  example  of  the  advisability  of 
the  advertiser's  adopting  easily-remembered  things  in  connec- 
tion with  his  product,  for  the  general  advertiser  must  rely  to  a 
large  extent  on  repetition  of  easily-remembered  points. 

Cumulative  Effect. — Cumulative  effect  refers  to  the  deep- 
ened impression  that  a  reader  has  after  reading  about  a  prod- 
uct a  number  of  times  or  perhaps  hearing  about  the  article, 
using  it,  etc.     Cumulative  effect  is,   of  course,  intimately 


92 


THE  ADVERTISING  HANDBOOK 


related  to  repetition,  though  cumulative  effect  may,  as  just 
stated,  be  built  up  by  other  causes  than  that  of  reading 
advertisements. 

Some  advertising  can  be  successful  only  through  cumulative 
effect.  There  can  hardly  be  anything  so  distinctive  about  a 
laundry  soap  or  a  house  paint  as  to  make  a  reader  buy  the  prod- 
uct after  reading  about  it  once.  This  might  be  done  with  a 
complexion  soap  or  a  paint  for  a  very  particular  purpose  but 
not  with  the  more  staple  class  of  merchandise.  About  all  that 
the  advertiser  can  hope  for  is  a  series  of  impressions  that  will 


Why  Fear  Death? 

By  DR.  BERTHOLD  A.  BAER. 

"Why  fear  death?"  said  Charles  Frohman  on  that 
ill-fated  ship,  "Lusitania,"  that  carried  him  to  a  watery 
grave.  "Why  fear  death?  It  is  the  most  beautiful  ad- 
venture in  life." 

Isidor  Straus,  another  victim  of  the  sea,  was  a  man 
of  great  learning  and  of  wide  vision.  He  and  his  wife 
knew  three  things  well:  How  to  live,  how  to  love,  and 
how  to  die. 

"Happily  the  world  has  passed  fore\er  from  the 
time  when  it  feels  a  sorrow  for  the  dead.  The  dead  are 
at  rest,  their  work  is  ended,"  wrote  Elbert  Hubbard. 

To  make  the  closing  chapter  of  life's  work  befitting 
to  a  life  well  lived  and  work  well  done,  Mr,  Frank  E. 
Campbell  has  founded  The  Funeral  Church,  that  mag- 
nificent institution  at  Broadway  and  66th  Street. 

Hundreds  start  from  there  on  their  last  journey. 
Thousands  speed  them  on. 

"It  was  beautiful,"  they  say  after  the  service  is 
ended  and  the  last  long  tone  of  the  organ  has  died  in 
harmonious  vibration. 

Come  and  attend  a  service  at  The  Funeral  Church 
and  you  will  say,  with  Charles  Frohman,  "Why  fear 
death?  It  is  the  most  beautiful  adventure  in  life." 

O  KM 


Fig.  9. — A  series  of  well  written  advertisements  about  "The  Funeral 
Church"  of  New  York,  has  built  around  this  institution  an  association  that 
is  far  different  from  that  connected 'with  "undertaking  parlors." 


make  the  article  familiar,  keep  it  remembered  as  a  soap  or  a 
paint  of  good  quality,  so  that  when  the  reader  is  in  the  market 
for  goods  of  that  class  he  or  she  will  be  prepared  to  receive  the 
soap  or  paint  if  it  is  not  actually  asked  for. 

Much  is  said  about  advertising  causing  a  ''demand. ''  De- 
mand may  be  caused  for  certain  merchandise  but  it  requires  a 
long  time  to  develop  a  real  demand  for  such  staples  as  soap  or 
paint  of  a  particular  kind.  Ordinarily,  all  that  a  campaign 
accomplishes  for  a  considerable  length  of  time  is  what  is  known 
as  ''consumer  acceptance" — a  state  of  mind  by  which  the 
reader  feels  well  enough  acquainted  with  the  article  to  be 


PSYCHOLOGY  OF  ADVERTISING  93 

satisfied  to  receive  it,  if  it  is  offered,  or  perhaps  to  refer  to  it 
if  he  sees  it  displayed  on  the  counter  or  dealer's  shelf. 

Those  who  write  or  talk  about  cumulative  effect  forget,  as 
a  rule,  that  the  buyer's  habit  varies  greatly  with  respect  to 
different  kinds  of  merchandise  and  that  cumulative  effects, 
while  of  prime  importance  in  some  cases,  amount  to  little  in 
other  cases.  Let  an  advertiser  advertise  for  an  advertising- 
or  sales- manager  at  $10,000  a  year  in  one  of  the  business 
magazines  and  the  response  to  the  first  advertisement  will  bo 
as  great  as  the  response  to  the  second,  third  or  fourth.     Indeed 

BEWARE! 

Unless  you  see  the  safety  "Bayer  Cross"  on  tablets,  you 
«re  not  getting  genuine  Aspirin  prescribed  by  physicians  fofovet 
20  years,  and  proved  safe  by  millions. 


Ufttf  first'l     Insist  upon  an  unbroken   "Btyer   Package" 
MOper  directions  for  Headache.  Neuralgia,  Colds,  Earache,  Toothache.  NeurttU. 
RheumiUsiti,  Lumbago  and  Pain  generally.    Mad*  and  owned  strictly  by  Amertcmt. 

BayerTablets^^Aspirin 

FiQ.  10. — One  of  a  number  of  advertisements  planned  to  build  up  the  impres- 
sion that  Aspirin  other  than  Bayer's  is  likely  to  be  inferior. 

the  response  to  the  first  may  be  greater  than  that  of  any  suc- 
ceeding insertion.  Why?  Because  the  very  character  of  the 
message  is  such  that  an  instant  response  may  be  expected. 
No  cumulative  effect  is  needed.  This  applies  to  a  greater  or 
less  degree  to  a  number  of  different  kinds  of  advertisements, 
but,  as  has  been  pointed  out,  it  would  not  hold  true  with  such 
staples  as  laundry  soap  or  house  paint. 

Those  who  have  advertising  space  to  sell  often  delude  new 
advertisers  with  the  argument  that  it  is  necessary  to  advertise 
a  year  or  more  before  ''cumulative  effect"  is  built  up  strongly 
enough  to  bring  sales.  This  may  or  may  not  be  true,  according 
to  the  article.     If  advertisements  of  a  mail-order  nature  are 


94  THE  ADVERTISING  HANDBOOK 

keyed  separately,  it  will  be  found  that  many  inquiries  arriving 
three,  six  or  even  twelve  months  after  an  advertisement  has 
appeared  come  from  an  early  insertion — are  simply  belated  re- 
turns rather  than  the  result  of  repeated  impression.  It  is  not 
going  too  far  to  say  that  with  some  classes  of  advertisements 
— a  popular-priced  book,  for  example — a  single  insertion  in  a 
medium,  provided  the  copy  is  effective  and  the  position  in  the 
medium  is  good,  is  as  good  a  test  of  a  medium  as  the  proverbial 
three -insertion  schedule  or  a  year's  trial.  On  the  other  hand, 
there  are  classes  of  advertising  that  cannot  possibly  be  effective 
unless  the  advertiser  commits  himself  to  a  campaign  lasting  a 
season  or  perhaps  several  years. 

Attention. — Attention  is  an  important  subdivision  of 
psychology  so  far  as  advertising  is  concerned  and  receives 
consideration  from  different  points  of  view  in  the  chapters 
devoted  to  Copy,  Display  and  Illustration.  Attention  is 
drawn  by  art,  action  (depicted  or  actual),  contrast,  personal 
interest,  etc. 

Attention  is  Voluntary  or  Involuntary. — The  attention  of 
the  reader  is  voluntary  so  far  as  certain  advertising  is  con- 
cerned— Help  Wanted,  Houses  for  Rent,  etc.,  because  readers 
have  been  schooled  to  go  to  these  classifications  as  a  means 
of  filling  certain  of  their  needs.  This  enables  the  advertiser, 
unless  he  deems  it  expedient  to  pay  for  unusual  position  or 
special  display,  to  forego  the  usual  expense  and  trouble  of  hav- 
ing display,  illustration,  etc.  This  principle  applies  also  to 
advertising  in  directories,  technical  catalogs,  etc.  It  applies 
in  a  measure  to  such  advertising  as  that  done  through  letters. 
The  reader  is  so  habituated  to  giving  attention  to  his  mail 
that  his  attention  to  the  preKminary  part  of  the  message  is 
assured  without  display  or  illustration,  though  these  expedients 
may  often  help.  Attention  is  largely  voluntary  so  far  as 
posters,  car-cards,  theater-curtain  displays,  etc.  are  concerned. 

Proceeding  from  a  few  fields  where  the  advertiser  is  greatly 
helped  by  attention  that  is  voluntary  to  a  greater  or  less  degree, 
we  come  to  fields  where  attention  is  voluntary  so  far  as  the 
general  reading  pages  of  the  publication  is  concerned  but  is  to 
a  large  degree  involuntary  with  respect  to  the  advertising 
pages — where  every  art  of  the  artist,  copy-writer  and  printer 


PSYCHOLOGY  OF  ADVERTISING 


95 


is  needed  to  draw  the  eye  of  the  reader  and  hold  it  to  a 
full  reading  of  the  message.  This  becomes  particularly  true 
where  a  single  medium  may  present  hundreds  of  advertise- 
ments, all  seeking  attention. 


FREE 
TRIAL 

No 
Money 


10  cents  a  day  soon  buys  an 

Oliver  Typewriter — Latest  Model 


Till-  cMUjx.ii  firings  you  a 
■cc  Trial  Oliver  without 
.m-     paying     in     adv 

ave  ftX 
■n    Check 


Fig.  11. — The  arrow  draws  the  eye  from  "Free  Trial"  to  the  coupon.     This 
advertisement  is  well  planned  for  the  securing  of  action  from  the  reader. 


Some  Attention  Tests. — Advertisers  are  concerned,  and 
properly  so,  about  the  amount  of  attention  their  messages  re- 
ceive, for  unless  an  advertisement  receives  attention  it  fails 
in  the  first  requisite  and  nothing  else  that  it  may  have  in  the 


96  THE  ADVERTISING  HANDBOOK 

way  of  good  points  avails  anything.  But  it  is  by  no  means  easy 
for  most  advertisers  to  determine  just  what  attention  they  do 
command.  Even  when  an  advertiser's  business  is  of  such 
character  that  he  can  key  fairly  accurately,  many  people  will 
see  his  announcement  but  not  respond  and  yet  the  good  will  or 
the  impression  created  with  these  readers  may  be  worth  some- 
thing to  an  advertiser,  though  he  may  do  only  a  mail-order 
business.  One  may  read  the  mail-order  announcements  of 
Frank  E.  Davis,  fish  merchant,  of  Gloucester,  Mass.,  and  take 
no  action  for  months.  Then  when  he  writes  he  may  address 
the  advertiser  from  memory,  may  even  have  forgotten  where 
he  saw  the  advertisement  and  couldn't  answer  the  advertiser's 
question  on  this  point. 

Many  of  the  tests  made  to  determine  the  attention  paid  to 
advertisements  are  based  largely  on  the  size  of  the  announce- 
ment but,  as  already  indicated,  there  are  many  other  factors 
just  as  important  as  the  size  of  the  space  used  or  the  position 
of  the  advertisement. 

Farm-Paper  Test. — An  advertiser  in  a  nationally  circulated 
farm  magazine  of  high  quality  figures  that  from  a  successful 
page  in  black  and  white,  he  secured  the  attention  of  only  about 
2  per  cent,  of  the  circulation  of  the  medium.  This  finding 
was  based  on  requests  for  a  valuable  handbook  and  an  estimate 
of  casual  attention. 

Newspaper  Test. — A  rather  extensive  study  of  the  advertise- 
ments in  one  issue  of  a  New  York  newspaper  showed  that  the 
advertisements  ranging  from  those  of  one  inch  to  those  of 
thirty  inches  received  all  the  way  from  1.63  per  cent,  attention 
to  19.6  per  cent.,  this  summary  being  based,  however,  on 
questioning  several  different  groups  of  readers,  all  of  whom  were 
of  good  intelligence  and  all  interested  either  in  some  phase  of 
marketing  or  of  business.  It  is  evident  that  these  percentages 
run  higher  than  would  be  found  in  a  general  average  of  the  entire 
circulation  of  a  newspaper.  This  is  the  difficulty  which  comes 
up  in  all  so-called  ''laboratory  tests"  of  advertising — the  ad- 
vertiser cannot  make  a  test  of  a  general  average  of  the  group 
of  readers  aimed  at  and  get  his  test  under  the  usual  and  normal 
conditions  that  ordinarily  obtain  with  the  reading  of  news- 
papers and  other  publications. 


PSYCHOLOGY  OF  ADVERTISING  97 

Some  other  results  of  the  newspaper  tests  referred  to  are 
the  following: 

That  one  2-inch  advertisement  received  as  much  attention  ap- 
parently as  another  advertisement  measuring  nine  inches.  This 
shows  what  good  copy,  good  illustration,  good  display  or  good  posi- 
tion may  do. 

That  1-column  advertisements  under  six  inches  are  not  likely  to  be 
seen  by  more  than  o}i  per  cent,  of  the  circulation  of  the  paper — 
which  sewns  to  sustain  the  belief  of  many  advertisers  that  good  copy 
can  be  safely  repeated  a  number  of  times,  though  probably  it  is  not 
best,  because  of  the  5}i  per  cent,  who  saw  the  first  insertion,  to  repeat 
immediately. 

That  advertisements  running  from  15  to  30  inches  apparently 
receive  an  average  of  8.89  per  cent,  of  attention  as  compared  with 
attention  value  of  6.72  for  advertisements  running  from  one  inch 
to  15  inches.  Such  findings  can  hardly  be  taken  as  being  extremely 
accurate  but  they  seem  to  indicate  that  increasing  the  size  of  space 
does  not  necessarily  increase  the  attention- value  proportionately,  or 
else  it  follows  that  small  advertisements  are  generally  better  written 
or  displayed  more  effectively. 

That  the  second  and  third  pages  of  a  paper,  when  these  are  devoted 
to  live  news,  get  from  15  to  20  per  cent,  more  attention  than  pages 
generally,  and  an  attention  superior  to  that  given  the  sporting  page 
or  the  last  page. 

That  illustrated  copy  has  a  higher  attention  value  than  unillus- 
trated  copy — a  principle  long  ago  recognized — but  that  statements  in 
copy  are  remembered  better  than  illustrated  values  or  features. 

That  right-hand  newspaper  pages  are  slightly  superior  to  left- 
hand  pages. 

That  the  upper  half  of  a  newspaper  page  has  an  attention-value 
approximately  25  per  cent,  greater  than  the  lower  half.  This, 
however,  might  not  be  true  if  the  page  contained  only  one  half -page 
advertisement,  placed  either  at  the  top  or  the  bottom,  but  refers  to 
pages  containing  more  than  two  or  three  advertisements. 

Instincts,  Motives,  Emotions. — Psychology  takes  account  of 
all  human  instincts — life  preservation,  love  between  man  and 
woman,  maternal  and  paternal  affection,  the  love  of  ease  and 
comfort,  luxury  and  pleasure,  the  desire  for  money,  appetite, 
fear,  ambition,  spirituality,  etc. 

The  advertiser  can  reckon  intelligently  with  instincts 
because  he  will  possess  many  of  them  himself.  Some  of  them 
he  can  understand  only  by  sympathetic  observation.     If  he  is  a 


98 


THE  ADVERTISING  HANDBOOK 


man,  he  can  only  approximate  a  mother's  regard  for  her 
children.  His  own  concern,  if  he  has  children,  is  from  a 
different  viewpoint.  Take  for  example,  the  matter  of  children's 
clothing.  A  man's  desire  to  have  his  children  well  dressed  may 
possibly  be  just  as  keen  as  their  mother's,  but  the  woman's 
viewpoint  on  details  will  differ  greatly  from  a  man's. 


Fig.  12. — An  appeal  to  curiosity  and  later  advertisements  revealed  that 
the  girl's  face  is  the  one  shown  on  Kellogg's  Corn  Flake  packages  as  "The 
Sweetheart  of  the  Corn." 

Instincts  and  faculties  vary  greatly  according  to  environ- 
ment, education,  occupation,  age,  etc.  One  with  a  musical 
education  may  go  into  raptures  over  an  opera  which  may  be 
boresome  to  some  other  person. 

The  farmer  driving  along  a  road  is  keenly  observant  of  the 
crops.  The  concrete  engineer  or  contractor  views  with  more 
interest  the  concrete  road  and  concrete  fence-posts.  The  poet 
gives  his  main  attention  to  the  flowers,  the  birds,  the  scenery. 

Instincts,  motives  and  emotions  can  be  divided  and  sub- 
divided into  a  great  many  classifications,  according  to  the 
race,  age,  education  and  the  other  factors  that  have  been 
mentioned.  Some  of  the  most  common  subdivisions  that  the 
advertiser  encounters  frequently  are : 

The  curiosity  instinct 

The  instinct  to  collect  or  hoard 

The  instinct  to  hunt,  to  seek  food  and  clothing 

The  instinct  to  be  beautiful 


PSYCHOLOGY  OF  ADVERTISING 


99 


GATE'. 


Fig.  13. — Most  people  like  to  play  games.     This  advertisement  appeals  to 

that  spirit. 


100  THE  ADVERTISING  HANDBOOK 

The  social  instinct 
The  instinct  to  lead,  to  excel 
The  instinct  to  construct 
The  instinct  to  imitate 

All  of  these  things  have,  of  course,  a  primitive  origin,  and  a 
human  being  may  get  so  far  away  from  primitive  things  as  to 
lose  the  instinct.  Some  men,  for  example,  care  nothing  about 
hunting,  though  doubtless  their  ancestors,  at  some  stage  in 
history,  hunted  and  liked  it.  Environment  may,  also,  dis- 
courage or  embitter  one  so  that  the  instinct  or  motive  to  lead 

Tlave  Beautiful  ]iair*and 
]iave  a  MoreS^bundanil^ 


0  dull.  bnttl«  and  lusUrloL    A  f«w 
licationsof 

<Keu)bro's'Herplddc 


irille»«t  a  most  gratify 
hair  will  radiaxo  health  i 


life,  anapaj 
and  your  hJur 


Th«  unMghUy  dandruff  will  disappear 
out.    The 


I  and  healthy  and  tha 
itching  will  be  overcome. 

In  connection  with  the  use  of  Newbn's 
fierpKtde,  we  recommend  Htrpiadt  Soap, 
Ita  uae  as  a  shampoo  is  safe  and  satia- 

Get  a  bottle  of  UerpicHt  and  a  bar 
of  Hirpicidt  Soap  today  and  have 
what  Nature  iatended  for  every  lirl 
-soft,   hixuriant,  shim- 


FiG.  14. — The   appeal   here   is   to   the   universal   desire   of   woman   to    have 

beautiful  hair. 

or  excel  may  be  almost  lost.  Nevertheless,  the  advertising 
man  or  woman  needs  to  take  account  of  the  existence  of  all  of 
these  pronounced  instincts,  motives,  emotions  and  tendencies, 
for  they  are  such  an  intimate  part  of  mankind  that  he  is  sure 
in  his  general  appeals  to  be  able  to  get  a  point  of  contact  with 
many  of  them. 

THE  PERSONAL  POINT  OF  VIEW 

Probably  more  errors  in  advertising  practice  come  from 
judgments  formed  on  personal  points  of  view  than  from  any 
other  single  cause.  It  is  quite  natural,  in  coming  to  a  conclu- 
sion, for  one  to  do  the  reasoning  and  come  to  the  conclusion 
from  his  own  individual  point  of  view,  for,  naturally,  one  knows 
his  own  experience,  impressions  and  probable  action  under 


PSYCHOLOGY  OF  ADVERThVNG,  101 

given  conditions  better  than  he  knows  these  things  as  they  are 
manifested  in  other  people.  But  the  difficulty  comes  in  that 
very  often  the  type  of  person  at  which  the  advertiser  is  aiming 
is  very  different  from  himself  in  position,  environment,  edu- 
cation, means,  etc. 

A  plumber,  if  he  is  of  a  general  type  and  a  level  thinker, 
should  be  a  good  judge  of  what  will  appeal  to  other  plumbers, 
or  at  least  of  what  their  impressions  will  be  of  a  certain  mes- 
sage. But  the  plumber's  judgment  on  what  will  appeal  to 
ministers  may  be  worth  little.  He  is  very  likely  to  view  a 
question  as  a  plumber  would  view  it. 

Consequently,  the  advertiser,  or  those  who  serve  him,  must 
not  merely  ask  "What  would  I  do  about  this?"  or  ''What  im- 
pression would  I  get?"  but  ''What  will  the  exact  class  of  people 
whom  we  are  trying  to  reach  think,  say  and  do?"  If  those 
people  are  plumbers,  then  the  view  of  plumbers  must  be 
sought  by  letter  or  by  conversation.  If  they  are  sportsmen, 
or  railway  engineers,  then  these  groups  must  be  studied  in 
order  that  a  viewpoint  that  would  be  generally  characteristic 
of  them  may  be  had. 

Personal  investigations,  questionnaires  and  the  like  are 
conducted  not  merely  to  collect  tangible  facts  and  figures  but 
in  order  to  get  proper  viewpoints.  For,  if  farmers  don't  like 
a  certain  type  of  farm  tractor,  no  matter  how  many  at  the 
factory  think  it  is  just  the  thing,  it  will  be  a  failure. 

Masculine  and  Feminine  Points  of  View. — One  of  the  most 
conspicuous  examples  of  how  sex,  environment  and  occupation 
may  affect  attention,  impression  and  methods  of  reasoning 
may  be  seen  in  a  study  of  the  masculine  and  the  feminine 
point  of  view. 

Man  is  the  stronger,  as  a  rule.  He  is  the  bread-winner,  to  a 
large  extent.  His  job  is  more  in  the  outside  world.  He  grows 
up  to  severer  tasks,  as  a  rule.    He  is  more  accustomed  to  rebuffs. 

Though  woman  has  progressed  a  long  way  in  taking  her 
place  on  an  equal  plane  with  that  of  man  in  business,  politics 
and  the  professions,  yet  she  is  still  to  a  large  extent  more 
sheltered  than  man.  Her  affairs  are  more  within  the  home. 
Her  sex  makes  her  interest  in  clothes,  home-furnishings,  and 
the  like  keener  than  man's,  as  a  general  thing. 


102  the!  'Ai)V^RTISING  HANDBOOK 

In  considering  rriariand  woman,  we  can  talk  only  in  general 
terms  and  of  general  types,  for  in  both  men  and  women  there 
is  an  endless  variety  of  temperament  and  tastes.     Some  women 


Women  who  find  ih«t  iheir  gowns  *r»  spoiled  by 


The  most  humiliating  moment  in  my  life 

When  I  overheard  the  cause  of 
my  unpopularity  among  men 

A  CHICAGO  |ul  wrlln  lo  me:   "Oil.  il  I  ofodocormoiilurf-lBd  the  mull  itlkatmlim  U«Oiionioor.JuUriy,  ju.l  r«oot  ihret  Iimni 

li«i  only  read  OIK  of  root  utkln  year,  become  aore  oT  iW  ubtle  odor  at  riitia  whea  "mil    Alniglitbelbeerctinng.poliiootheoiule.- 

.ago'    Many  tltnea  I  Kave  heard  women  »e  Ua«  aiupect  it.  •'™-    Allow  it  to  dry,  and  then  dual  on  a  liltle 

ent,<.2eyoolo,pobh<l,d.«u«.n,.>Khadelieate.  «W»m.  The  n«t  morning,  bothe  the  pam  w.h 

per^nal  MibjeerBu.  I  know  what  1  ,^U  have  How  well-(rOOme<l  men  .od  womegT  'l^'-'Z,  T^, "~»""""  will  remain  ..eet 

ZZ.^L  .  Wno.„the.rac„^ner,and  1  ^  ■»««.»  .h.  «.U.tioo  e^":?t^c»!  tlitbl"  "io'.::  ^^-'X'.: 

knowthatm.nyof(he«wom^nwhocmio»you  Well-groomed  men  and  women  everywhere  we 

would  benefit  by  lmk.ng  your  me»<ge  to  th<  m.  „„,j^  ,h„  ^^j^  ^,u«.ofl  w.th  methods  th.t  Savct 

•*'***•  «re  simple  and  direct.  They  have  lea 

'ItcM-ned  the  facts  about  mysetf,  as  unpleis-  it  cannot  be  negleefed  any  more  than  ^  

»nr  f«-ta  often  are  learned,  by  overheanng  two  cential  of  personal  cleankness.  They  give  it  ^^il'^i^t'reni^^T.'wuTfind  in  Od'^^^ 

girl  fnendi  talk  .boot  me  iheregularattentionthai  iheygive  to  their  hair,  rel^ffromthifd-treMmgandoftenexpenuve* 

•■'Whydon'i  ihemendaneewilhherfoneof  teeth   or   handa.    They  use  Odoreno,  a  toilet  noyance.   IfyouaretrwWedmanyunuMialwa 

them  said-     Here  came  a  few  words  I  couldn't .  btion  specially  prefiafed  to  correct  both  pcrspi.  or  have  had  any  difficulty  in  finding  relief,  lei  < 

it.  po^  dear,  but  she  does  suffer  fnghtfuUy  from  Odotono  was  formulated  by  ■  physician  who         ^^^^^  Youll  find  some  very  inferert' 

pcrtpratton  knew  t|yt  perspiration,  because  of  its  peculiar         *"        * 

"It  was  the  mmt  humitiating  moment  in  my         qualities, wasbeyondtherrachofordinarymeth.  Address  Kutn 

had  overlooked  what  men  could  not."  ^  armpitt  is  due  to  a  local  weakocsa.  Aot'tiAt 

Odorono  is  an  antiseptic,  perfectly  harmless. 

It  ia  a  physiological  fact  that  there  are  very  few         perfect  dairuinesa  that  women  are  demanding— 
persona  who  are  not  subject  to  ihu  odor,  though  that' consciousness  of  perfect  grooming  so  si  .ia- 

«ldomron«io„.of„them«l.e..    Penpiration         fying«,me».    !t,..llyr»rrr-,th.e.«eofbo<h         Canada «, The  Vthu,SJ.,Co.,6.  ^ 

Eaat,Totonto,Ont.  For  Franee  to  The  Agenoe 

Am<ncaine,  J»  Aver    .  de  \'Oftn,  Paro.     For 

t  chemieala  oT  the  ,^^     \     (L-?2>^  SwitieHand   to  Tb.   Agencie   Am«ricain«.    1? 

Boolevaid  Helv^iique,  Geneve.    For  Enclsnd 
to  The  American  Dnjg  Supply  Co. ,  6  NorOlum. 

H  E.  Cerber'ji  Cia.,  la  Gante,  19,  Meiico  City. 
For  U   >>.  A.  to 

The  Odorono  Compoay 


Fig.  15. — One  of  a  series  of  full-page  Odorono  advertisements  that  appeal 
strongly  to  woman's  regard  for  personal  attractiveness. 

are  decidedly  masculine  and  some  men  are  decidedly  feminine. 

Man's  and  woman's  viewpoint  may  be  precisely  the  same  in 

many  instances.     It  is  likely  that  often  too  much  emphasis  is 


PSYCHOLOGY  OF  ADVERTISING  103 

placed  on  the  difference.  But  women  will  often  decide  against 
an  article  because  of  its  color  or  for  some  detail  that  would  not 
concern  a  man.  Beauty  of  design,  for  example,  counts  more 
with  women  in  the  case  of  an  automobile  than  in  the  case  of  the 
man. 

It  is  not  likely  that  women  are  any  more  keen  in  their 
observation  and  in  their  weighing  of  details  than  men  are 
when  men  purchase  goods  that  relate  intimately  to  their  work, 
but,  in  general,  women  seem  to  appreciate  detail  more  than 
men,  and  hence  much  advertising  directed  to  women  is  of 
greater  length  than  most  appeals  to  men.  A  man  may  be 
impressed  with  a  terse  epigrammatic  description  of  a  hat  or  a 
suit  of  clothes,  where  a  woman  would  prefer  exact  details. 

Because  of  her  years  of  comparative  non-acquaintance  with 
mechanical  matters,  woman  is  generally  less  apt  in  under- 
standing mechanical  descriptions  and  directions,  and  such 
advertisers  must  use  greater  care  when  appealing  to  women. 

Perhaps  it  is  safe  also  to  say  that  women  look  for  and 
appreciate  more  than  men  generally  the  little  courtesies  and 
attentions. 

On  the  other  hand,  it  is  generally  admitted  that  men  are 
more  democratic,  more  gregarious,  than  women— that  women 
move  more  within  their  own  circle  or  "clique." 

A  man  is  not  likely  to  care  if  several  other  men  in  his 
circle  have  a  hat  exactly  like  his  own.  A  woman  would  hardly 
care  to  buy  a  hat  exactly  Hke  one  worn  by  several  other  women 
in  her  town  or  community.  A  woman  ordinarily  will  think 
nothing  of  shopping  at  several  places  to  look  at  hats.  A  man  is 
likely  to  visit  only  one  shop. 

These  differences  call  for  close  study  from  the  advertiser. 

The  ability  to  get  away  from  personal  views  and  prejudices, 
to  stand  aside,  as  it  were,  and  look  at  something  from  the 
viewpoint  of  the  composite  or  general  customer  is  a  rare  gift. 
It  can  be  cultivated. 

The  Appeal  to  the  Imagination. — What  has  appeared  in  this 
chapter  up  to  this  point  makes  it  evident  that  the  successful 
advertiser  must  have  the  art  of  appeaUng  to  human  imagina- 
tion. The  longing  for  beautiful  and  more  useful  things,  for 
healthful  foods,  for  positions  of  prestige  and  power  can  be 


104  THE  ADVERTISING  HANDBOOK 

crystallized  into  action  only  if  the  advertiser  is  able  to  set  in 
motion  trains  of  thought  that  build  up  vivid  pictures  in  the 
mind. 


<><''■/. 


The  Architect 
As  An  Artist 

The  artistic  temperament  of  the 
architect  makes  him  a  believer  in 
Tiles,  for  reasons  that  are  obvious. 


Tiles  —  with     their    struc-  A    distinctive    feature    of 

tural  fitness  and  adaptabil-  Tiles  is  that  they  do  repre- 

ity    to    uses    of    unlimited  sent  art  and  business  at  the 

number,    their    decorative  same  time.    Their  values  in 

qualities  as  recognized  and  practical  service  and  sym- 

employed  by  designers  of  bolizing    the    esthetic    are 

all  eras,  their  natural  asso-  equal, 

ciation  with  the  fmest  of  But  of  course  the  true  artist 

building   ideals,   and    their  thinks  of  Tiles  first  as  a 

splendid  traditions  in  rep-  medium  without  a  peer  for 

resenting  the  oldest  of  the  the   introduction   of  those 

crafts— offer  an  appeal  to  hues,  lustres  and  decorative 

the  architect  that  touches  forms  which  have  a  place  in 

both   this  artistry  and  his  structural  work  of  almost 

business  sense.  any  kind. 

THE  ASSOCIATED  TILE  MANUFAQURERS 

BEAVER  FALLS,  PA. 


Fia.  16. — The.  lamp,  the  style  of  the  copy  and  its  setting  make  up  an  appeal 
that  is  effective  with  architects  from  the  very  outset. 

Before  the  golfer  buys  his  new  club,  his  mind  paints  him- 
self out  on  the  Hnks  wielding  that  club.  In  imagination  he 
goes  through  the  process  of  buying  and  using  the  club.  Very 
often,  in  coming  to  decisions,  the  mind  of  a  consumer  will 


PSYCHOLOGY  OF  ADVERTISING  105 

rapidly  sketch  two  pictures,  one  of  himseK  doing  without  the 
article,  another  with  himself  as  owner  of  the  article. 

Every  human  being  is  a  builder  of  mental  pictures.  No  man 
may  hope  to  sell  shotguns  and  rifles  who  cannot  see  the  joys  of 
hunting,  in  his  mind's  eye,  though  he  himself  may  not  be  able 
to  spend  much  time  that  way.  No  man  can  be  successful  in 
advertising  rugs  who  is  not  able  to  appreciate  the  "pride  of 
possession"  that  the  owner  of  a  fine  rug  has.  The  man  who 
attempts  to  advertise  the  vacuum  bottle  and  can  see  only  a 
double-walled  affair  with  a  dead-air  space  in  between  that  acts 
as  a  non-conductor,  who  cannot  picture  motor  parties,  picnics, 
etc.,  and  what  the  vacuum  bottle  means  on  such  trips  should 
seek  some  other  field  of  effort. 

Often  it  is  possible,  by  telling  only  part  of  a  detail  or  a 
story,  or  by  showing  only  part  of  an  illustration,  to  so  touch 
the  imagination  of  the  reader  that  he  will  see  the  entire  story 
or  as  much  as  the  advertiser  needs  to  have  him  see. 

Examples  of  Differences  in  Habits  and  Tastes. — A  business 
magazine  gives  the  following  interesting  examples  of  differ- 
ence in  the  habits  and  tastes  of  people. 

Among  the  Pennsylvania  Dutch,  mops  are  hard  to  sell,  because 
the  Pennsylvania  Dutch  housewife  prefers  to  get  down  on  her  knees 
and  use  a  scrubbing  brush.  The  Dutch  housewife  also  makes  use  of 
what  she  calls  her  ''file."  It  will  interest  you  to  look  up  the  word 
''file"  in  your  dictionary.  You  will  remember  it  better  than  if  we 
were  to  tell  you. 

Only  a  few  miles  from  the  Pennsylvania  State  line,  the  women  of 
New  York  prefer  mops,  and  the  market  for  scrubbing  brushes  is 
comparatively  light. 

A  cracker  manufacturer  claims  lemon-flavored  crackers  are  diffi- 
cult to  sell. 

A  candy  manufacturer  says  that  chocolates  cannot  be  successfully 
marketed  in  green  colored  boxes. 

A  clothing  designer  points  out  that  peg-top  trousers  still  sell 
heavily  in  many  small  towns,  in  spite  of  the  fact  that  large  towns  will 
have  nothing  to  do  with  them. 

In  certain  South  Atlantic  States  it  has  been  found  necessary  to 
add  red  aniline  dye  to  kerosene  in  order  to  market  it.  People  there 
think  that  the  ordinary  kerosene  is  '-watered"  and  they  want  the 
colored  product. 


SECTION  5 
SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS 

Considerable  advertising  is  done  through  the  use  of  slogans, 
trade  names  and  trade-marks.  These  are  all  similar  and  yet 
different  from  a  legal  point  of  view. 

The  Slogan. — The  slogan  is  used  as  an  apt  and  easily 
remembered  reminder  of  some  quality  or  point  in  connection 
with  certain  goods  or  services.  It  may  or  may  not  incorporate 
the  name  of  any  one  manufacturer's  product.  Thus,  the 
Portland  Cement  Association,  made  up  of  almost  a  hundred 
cement  companies,  uses  the  slogan  "Concrete  for  Permanence," 
and  all  of  the  members  of  the  Association  make  a  Uberal  use 
of  the  slogan,  though  it  does  not  name  their  brand  of  cement. 
The  manufacturers  of  paints  and  varnishes  use,  in  a  similar 
way,  the  slogan  ''Save  the  Surface  and  You  Save  all."  This 
does  not  name  any  brand  of  paint  or  varnish,  but  merely 
emphasizes  the  importance  of  painting,  and  is  all  the  stronger 
as  an  advertisement  because  of  that. 

The  Trade  Name. — A  trade  name  may  be  that  of  a  particu- 
lar product  or  a  particular  firm  and  not  be  trade-marked,  or 
even  be  something  that  could  be  trade-marked.  The  laws  of 
equity  give  a  certain  protection  to  firm  names  and  their 
prestige  and  value  in  business  though  they  may  not  be 
used  as  trade  marks.  Portland  cement  and  wall  hoard  are 
trade  names  of  comparatively  recent  origin,  and  yet  they  have 
become  generic  and  cannot  be  used  as  trade-marks  by  anyone. 
Such  words  as  phonograph,  being  of  a  scientific  nature,  must 
remain  as  generic  and  common  trade  names  rather  than  trade- 
marks, though  one  man's  invention  gave  occasion  to  the  birth 
of  the  new  word. 

Trade-Marks. — A  trade-mark,  on  the  other  hand,  is 
an  emblem,  device,  word,  or  group  of  words,  or  a  particular 
arrangement  or  combination  of  lines,  figures,  words,  or  of 

106 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      107 

several  of  these  things,  used  to  indicate  the  origin  of  the 
manufactured  article.  A  trade  name  may  be  used  merely  in 
advertising  and  not  on  the  article  itself,  but  trade-marks,  to 
be  entitled  to  protection,  must  appear  on  the  product  itself  or 
on  the  packages  or  cartons  containing  it.  In  fact,  protection 
for  a  trade-mark  cannot  be  had  through  registration  until  it 
has  actually  been  used  in  connection  with  the  article.  The 
trade-mark  is  as  much  for  the  protection  of  the  pubHc  as  for 
the  producer  of  the  article,  so  that  when  one  wishes  to  buy 
again  an  article  that  has  pleased  him,  he  has  an  identifying 
mark. 

Adoption  and  Use  of  Slogans. — The  well  phrased  and  skill- 
fully used  slogan  may  be  of  great  value  to  both  national  and 
local  advertisers,  though  rarely  may  an  advertising  campaign 
consist  entirely  of  a  slogan.  A  slogan  cannot  tell  a  great  deal. 
Its  office  is  chiefly  that  of  reminding.  The  effective  use  of 
slogans  was  well  illustrated  during  the  bond  advertising  cam- 
paigns of  the  late  war,  the  raising  of  funds  for  War  Chests,  etc. 
Though  detailed  literature  gave  full  information  about  the 
campaigns,  slogans  on  posters,  buttons,  etc.,  hammered  the 
truth  home.  '*They  gave  their  lives;  you  lend  money," 
''Food  will  win  the  war;  save  it,"  etc. 

Some  of  the  best-known  slogans  used  by  national  advertisers 
are  "If  it  isn't  an  Eastman,  it  isn't  a  Kodak,"  "The  machine 
you  will  eventually  buy,"  "Ask  the  man  who  owns  one," 
"The  ham  what  am,"  "One  of  the  57,"  ''The  Prudential  has 
the  strength  of  Gibraltar." 

Many  retail  advertisers,  organizations,  municipahties,  etc., 
have  adopted  and  used  slogans  to  good  advantage:  "Mintz — 
I  sell  for  less,"  "When  you  think  of  Shoes,  think  of  Heiberger," 
"If  it's  made  of  wood,  we  have  it,"  "In  Detroit  life  is  worth 
Uving,"  ''Do  it  for  Rochester,"  "Buffalo  Means  Business,"  etc. 

Examples  could  be  multipUed  for  many  pages.  Some  of  the 
existing  slogans  are  fine  examples  of  apt  language  and  enable 
the  reader  to  easily  keep  in  mind  the  advertiser  or  the  product 
to  which  the  slogan  is  applied. 

Many  slogans  are  too  general,  too  lacking  in  association, 
and  are  probably  recalled  only  by  those  people  who  are  associ- 
ated in  some  way  with  the  advertiser  or  his  product.  A  slogan 


108  THE  ADVERTISING  HANDBOOK 

should  by  all  means  incorporate  the  name  of  the  product  or  the 
name  of  the  firm,  or  else  be  so  closely  connected,  by  one  device 
or  another,  that  the  two  will  be  rememberd  together.  One 
paint  manufacturer  uses  the  slogan  '^Made  Purposely  for 
Every  Purpose,"  but  it  is  not  hitched  up  in  any  close  way  with 
the  name  of  the  firm  or  the  products,  and  probably  very  few 
people  can  recall  what  the  product  is  unless  they  see  the  slogan 
and  the  advertiser's  name  together.  There  are  thousands  who 
can  associate  ''Ask  the  man  who  owns  one"  with  the  Packard 
automobile,  but  probably  thousands  more  who  cannot  recall 
the  name  of  the  automobile.  On  the  other  hand,  ''If  it  isn't  an 
Eastman,  it  isn't  a  Kodak,"  is  an  ideal  slogan,  for  the  name  of 
the  product  is  a  part  of  the  wording.  When  one  is  re- 
membered, the  name  of  the  product  is  sure  to  be.  Another 
good  example  is  "Alexander  is  to  Belting  what  Sterhng  is  to 
Silver."  "A  Kalamazoo  direct  to  you"  is  a  fine  example 
because  it  incorporates  the  name  of  the  stove,  the  address  of 
the  advertiser,  and  is  an  apt  reminder  of  the  direct-selling  plan. 
Slogans  as  Trade-Marks. — A  slogan  may  be  registered  as  a 
trade-mark,  if  it  meets  all  the  requirements  of  the  trade-mark 
law.  The  Simmons  Hardware  Company  has  registered  "The 
Recollection  of  Quality  Remains  Long  after  the  Price  has  been 
Forgotten,"  and  many  other  slogans  have  been  registered  and 
used.  A  good  argument  against  the  slogan  as  a  trade-mark 
is  that  its  length  prevents  its  use  in  small  space  that  would  be 
ample  for  a  device  or  design. 

SELECTING  A  TRADE  NAME 

Whether  or  not  an  advertiser  expects  to  use  a  trade  name 
later  as  a  trade-mark,  its  selection  calls  for  the  greatest  of 
care.  "A  good  name,"  wrote  the  author  of  Proverbs,  "is 
rather  to  be  chosen  than  great  riches."  The  apphcation  is 
particularly  apt  to  commercial  or  trade  names.  Many  ad- 
vertisers have  struggled  along  with  difficulty  because  of  poor 
names  for  their  products,  names  that  were  easy  to  imitate  and 
hard  to  protect  against  unfair  competition,  names  that  were 
hard  to  impress  on  the  public,  etc. 

A  good  trade  name  should  be:  (1)  Easy  to  read;  (2)  easy 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS       109 

to  pronounce;  (3)  easy  to  remember;  and  (4)  should  agreeably 
suggest  the  product. 


Fig.   1. — Illustrating  how  the  advertiser  of  a  popular  trade-mark  aids  the 
reader  in  pronouncing  it  correctly. 

The  advertisers  of  "Djer-Kiss"  perfume  and  "Cliquof 
ginger  ale,  and  other  advertisers  with  odd  trade  names  have 
had  to  spend  considerable  money  teaching  the  public  how  to 


no  THE  ADVERTISING  HANDBOOK 

pronounce  their  names.  It  is  doubtless  true  that  both  of 
these  names  and  other  difficult  ones  have  become  thoroughly 
familiar  to  the  public-group  that  buy  the  articles,  but  this 
does  not  lessen  the  fact  that  the  advertiser's  problem  would 
have  been  simpler  had  he  chosen  a  name  easier  for  the  pubhc 
to  pronounce  and  remember.  People  in  buying  do  not  like  to 
mispronounce  words.  They  may  risk  a  pronunciation  anyhow 
if  they  want  a  certain  article  very  much,  but  if  they  have  no 
preference  between  two  articles,  one  with  a  name  that  they 
can  be  sure  of  pronouncing  and  another  with  a  difficult  name, 
the  easy  name  is  likely  to  have  the  preference. 

Some  words  are  difficult  to  read  or  to  grasp  quickly.  Such 
a  name  as  Casablanca  may  be  suggestive  of  Spanish  origin 
and  possibly  be  appropriate  for  some  product  such  as  a  cigar 
appealing  to  people  who  have  a  knowledge  of  languages  and 
who  can  pronounce  anything  of  French  or  Spanish  origin. 
For  a  popular  cigar,  such  a  name  as  the  Robert  Burns  or 
Cinco  is  preferable. 

Crisco,  the  name  adopted  by  Procter  &  Gamble  for  their 
cooking  compound,  was  a  happy  selection.  It  is  short,  agree- 
able, easy  to  grasp  and  sticks  to  the  memory.  So  does 
Nabisco,  which  is  made  up  from  the  words  National  Biscuit 
Co.     Many  trade  names  are  made  up  in  this  way. 

Laxakola  is  an  agreeable  name  and  a  good  selection  for  a 
medical  product,  it  being  suggestive  and  likewise  easy  to 
pronounce  and  remember. 

The  letters  C,  S,  K,  X  and  O  seem  favorites  with  those  who 
coin  special  words  for  their  uses. 

Other  examples  of  coined  words  are  Kodak,  Kolynos,  Mazda, 
Ryzon,  Mazola,  Sealpackerchief,  Klenzo  Pepsodent,  Keen 
Kutter,  Styleplus,  Pebeco,  CleTrac,  Kumapart.  Kodak, 
through  long  and  strong  advertising  has  come  to  mean  as 
much  as  camera,  though  it  is  the  exclusive  property  of  the 
Eastman  Kodak  Company. 

The  following  are  examples  of  names  having  a  good  symbo- 
lism or  suggestive  power  and  yet  ordinary  words:  American- 
Maid,  Life  Buoy  Soap,  Sunny  Monday  Soap,  Sunkist  Oranges, 
Blue  Bird  Washing  Machine,  Fordson  Tractor,  (manufactured 
by  Henry  Ford's  son),  Lincoln  Motor,  Sunnybrook  Farm, 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      111 

Keen  Kutter  Cutlery.  Some  of  these  names  are  registered 
trade-marks:  others  are  not  and  may  be  protected  only  by 
the  usual  laws  protecting  property  rights  against  unfair  com- 
petition. 

An  advertiser  may  have  a  dozen  or  more  trade  names  and 
possibly  one  trade-mark.  He  may  use  Smithes  Star  Bacon  as 
a  trade  name,  provided  it  does  not  interfere  with  the  star 


^/je   Standard  Taper  for  justness  Stationery 


THAT  it  pays  to  use  Old 
Hampshire  Bond  is  the 
testimony  of  thousands  of 
prudent  business  men.  Prove 
this  for  yourself — ask  your 
printer,  or  write  us  for  Book 
of  Specimens. 


Hampshire  Paper  Company,   South  HaJUy  Falls,  Ma//** 

Fig.  2. — The  "Old  Hampshire  Bond"  seal  and  the  hand-lettered  lines 
build  up  an  impression  of  distinctiveness.  The  seal  is  particularly  appro- 
priate for  a  bond-paper  manufacturer. 

emblem  as  used  by  some  other  manufacturer  on  bacon  or 
other  similar  products  in  the  territory  covered,  though  the 
Smith  trade-mark  may  be  something  entirely  different.  Like- 
wise, such  terms  as  "A  1"  and  "Wear-Ever"  may  be  used  as 
trade  names,  though  they  are  generally  inadmissible  as  trade- 
marks because  of  their  descriptive  character.  In  adopting 
a  trade  name  the  advertiser  should,  of  course,  be  careful  that 
he  does  not  compete  unfairly  with  some  one  else  using  such 
a  trade  name,  but  in  adopting  a  trade-mark  he  must  comply 
with  certain  specific  requirements.  As  will  be  outlined  in  a 
subsequent  paragraph,  trade-marks  must  fall  within  certain 
well  defined  classifications. 


112  THE  ADVERTISING  HANDBOOK 

TRADE-MARKS 

What  a  Trade-Mark  may  be. — The  trade-mark  law  permits 
a  wide  range  of  material  as  trade-marks — words,  figures, 
pictures,  lines,  devices,  etc.  and  combinations  of  these. 

Words  that  are  Prohibited  as  Trade -Marks. — Generally 
the  words  that  are  prohibited  as  trade-marks  are:  (1)  des- 
criptive words:  (2)  geographical  terms  indicating  origin;  (3) 
emblems  of  societies,  associations  and  orders,  flags  of  the 
United  States  and  other  countries,  flags  of  states,  government 
seals,  etc. 

DESCRIPTIVE,  FANCIFUL  AND  FIGURATIVE  TERMS 

The  reason  for  prohibiting  purely  descriptive  terms  is 
plain.  The  common  descriptive  terms  are  the  property  of 
all  tradesmen.  If  one  were  permitted  to  register  "  First  Class 
and  another  "High  Class"  as  applied  to  butter,  it  would 
be  possible  for  a  few  butter  producers  to  register  all  the 
words  that  mean  high  quality,  and  other  producers  could  not 
describe  their  products  without  infringing  trade-marks. 

And  yet  it  is  often  difficult  to  draw  the  line  between  a  term 
that  is  directly  descriptive  and  one  that  is  merely  suggestive, 
figurative  or  fanciful.  Spearmint  as  applied  to  chewing  gum, 
and  Rubber  set  as  applied  to  brushes,  have  been  denied  registra- 
tion. On  the  other  hand,  words  that  are  apparently  as 
descriptive  as  these  have  been  admitted.  The  decision  as  to 
admission  to  registration  rests  with  the  Commissioner  of 
Patents,  though  appeals  can  be  taken  from  his  decisions. 

In  the  case  of  the  classification  of  Prints  and  Publications 
the  practice  of  the  Patent  Oflace  has  been  to  allow  the  regis- 
tration of  terms  that  are  more  directly  descriptive  than  in  the 
case  of  other  products.  House  publications  and  series  of 
booklets  come  under  this  classification,  and  by  registering 
these  as  trade-marks,  protection  can  be  assured  that  is  not 
afforded  by  copyright,  since  copyright  does  not  protect  a 
mere  title. 

Better  Letters  was  allowed  as  a  registered  trade-mark  cover- 
ing a  set  of  booklet  lessons,  though  the  term  appears  directly 
descriptive.  Many  names  of  magazines  that  have  been  regis- 
tered are  directly  descriptive. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      113 


^iV 


nrO  save  on  shoes  buy 
-*-  for  quality,  and  not 
price.  Buy  shoes  that 
wear  the  longest,  and 
give  the  greatest  amount 
of  satisfaction  in  com' 
fort  and  appearance.  Buy 
Florsheims    and    you   save. 

Tsjine  Dollars  and  up 

Florsheim  quality  is  economy. 
Look  for  name  in  shoe. 

The  Florsheim  Shoe  Company 

Chicago,  U.  5.  A. 


Write  for  "StyL 
of  the  Times." 


Fig.  3. — Method  of  using  a  trade-mark  regularly  at  the  very  top  of  the 
advertisement.     The  advertiser's  difficulty  here  is  that  his  trade-jnark  is  of 
the  very  complex  type.     It  is  safe  to  say  that  far  more  readers  will  remember 
the  name  Florsheim  than  will  be  able  to  recall  such  a  design. 
8 


114 


THE  ADVERTISING  HANDBOOK 


Fanciful  Names. — In  general,  however,  the  fanciful  or 
figurative  name  must  be  used  instead  of  the  descriptive.  In 
other  words,  the  use  of  the  word  must  be  arbitrary  rather  than 
normal  or  usual.  Hyde-Grade  suggests  high  grade  and  yet 
incorporates  the  trade  name  of  Hyde,  and  the  combination  is 
an  excellent  trade-mark.  "High  as  the  Alps  in  Quality''  is 
purely  figurative  and  could  be  registered.  Hotel  Astor  Coffee 
and  White  House  Coffee  are  registerable  because  merely 
suggestive. 


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Fig.  4. — A  retailer's  method  of  playing  up  a  slogan.  The  "penny-a- 
pound"  suggestion  is  attractive.  It  is  unfortunate  that  the  name  Loft  is  not 
connected  directly  with  the  phrase. 


Merely  coining  a  word  or  misspelling  a  word  does  not  make 
it  fanciful  or  arbitrary  if  its  general  meaning  would  be  the 
usual  descriptive  one.  Thus,  if  Spearmint  is  denied  registra- 
tion, the  change  to  Spare-mint  would  not  help  the  situation. 

Descriptive  words  may  be  a  part  of  a  trade-mark,  though 
not  the  main  feature.  Thus  the  Alpha  Portland  Cement 
trade-mark  contains  the  words  Portland  Cement,  which  are 
common  property.  The  advertiser  here  can  protect  only 
the  design  and  the  word  ALPHA. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS       115 

Generic  Words  Prohibited. — Such  words  as  loganberry 
juice,  Portland  cement,  hard  slate,  are  descriptive  or  generic 
and  common  property.  It  sometimes  seems  hard  that  an 
advertiser  shall  not  have  some  exclusive  rights  in  such  words 
when  he  does  all  the  educational  work  to  make  the  commodity 
popular,  but  he  cannot  have  such  a  right.  When  the  logan- 
berry drink  was  first  promoted  aggressively,  the  advertiser 
felt  obliged  to  use  the  word  Loganberry  in  advertising  the  drink 
because  the  adoption  of  an  unfamiHar  coined  name  would 
mean  spending  a  great  deal  of  money  to  tell  the  public  what 
the  drink  was,  whereas  Loganberry  explains  itself.  So  the 
advertiser  featured  the  word  Loganberry  and  also  the  word 
Phez,  which  latter  was  his  own  word  and  one  that  he  could 
protect.  Despite  all  his  efforts,  however,  a  large  part  of  the 
public  merely  called  for  a  "loganberry"  and  did  not  use  the 
name  Phez  at  all.  Consequently,  when  the  druggist  ran  short 
of  loganberry  juice  he  could  buy  a  new  supply  from  some  one 
other  than  the  original  advertiser  without  many  people 
knowing  the  difference. 

To  get  around  such  difficulties  some  advertisers  have  made 
their  trade-marked  name  a  part  or  the  full  name  of  the  product. 
Example;  Munsingwear.  This  word  makes  it  clear  that  the 
goods  are  mear,  and  it  has  become  almost  as  easy  for  the  public 
to  call  for  Munsingwear  as  for  Underwear. 

Geographical  Names. — Geographical  names  are  prohibited 
for  the  same  reason  that  purely  descriptive  terms  are.  They 
are  the  common  property  of  many  persons  and  no  one  has  the 
right  to  usurp  or  monopolize  their  use.  It  is  the  right  of 
every  man  in  Massachusetts  to  catch  and  pack  codfish  and 
sell  his  product  as  Massachusetts  Cod  if  he  so  desires.  So  any 
one  may  refer  to  his  product  as  a  Detroit-made  automobile, 
if  it  is.  It  would  be  unfair  if  any  one  man  had  the  sole  right 
to  call  his  fish  "Massachusetts  Cod,"  or  any  one  man  his  auto- 
mobiles **  Detroit-made  machines." 

Fanciful  and  arbitrary  terms  may  be  used.  The  use  of  the 
word  Hoosier  to  indicate  an  Indiana-made  kitchen  cabinet 
suggests  Indiana  and  yet  does  not  deprive  others  of  the  right 
to  refer  to  Indiana  as  the  place  of  manufacture.  One  making 
refrigerators  in  Michigan  may  call  them  Alaska  refrigerators, 


mjm 


116  THE  ADVERTISING  HANDBOOK 

because  the  use  of  Alaska  is  figurative  to  indicate  coldness,  not 
the  place  of  manufacture.  Registration  rights  might  be 
secured  for  ''Plantation  Peanuts"  if  the  product  were  South- 
ern, but  not  for  ''Virginia  Hams." 

Flags,  Seals,  Emblems,  etc. — The  reason  for  not  admitting 

well  known  emblems,  seals,  insignia,  etc.,  to  registration  as 

trade-marks  is  apparent.     It  would  be  an  injustice  to  allow 

the  symbols  of  the  Red  Cross,  the  Y.  M.  C.  A.,  the  Masonic 

spd.Kb«*wa«i,      _  .«^   ^^     Order,    etc.,    to    be    registered   as 

^  trade-marks    by   anyone   but    the 

organizations  themselves. 

Figures   and   Devices. — Figures 

POWDERED  MILK     or  letters  may  be  used  singly  or  in 

Fig.  5.— An  ingenious  trade     combination  unless  such  combina- 

name  Being  a  coined  word.  ^^^^^  ^^^^  ^^^^  ^^  ^iave  a  COmmon 
the  advertiser    can   retain   its 

exclusive  use  if  he  cares  to,  but     meaning,  such  as  A  1  has.     Arbi- 

it  is  made  up  of  the  letters  that      ^  combinations  SUch  aS  303,  49, 

compose   the   word    Mtlk  and  -^  '        ' 

doubtless  in  time  will  come  to     99,  and  1001  may  be  used. 

be  known  generally  as  a  syno-  DeviceS  SUch  aS  starS,  triangles, 

nym  for  powdered  milk.  .         '  o       ^ 

etc.,  may  be  used  if  they  do  not 
conflict  with  trade-marks  already  registered.  But  every 
advertiser  desiring  trade-mark  protection  must  have  his  own 
distinctive  arrangement  of  such  devices. 

Personal  Names. — Personal  names  or  signatures  may  be 
registered  as  trade-marks  under  the  10-year  clause,  but  mere 
names  are  not  easy  to  protect  as  trade-marks.  Every  man 
named  Ford  has  a  right  to  make  automobiles  if  he  cares  to, 
provided  he  does  not  deceive  the  pubhc  and  make  it  appear 
that  his  product  is  the  original  Ford  product.  Both  the 
names  Rogers  and  Baker  are  used  partly  or  in  whole  as  trade- 
marks and  have  been  imitated  extensively.  The  Walter  H. 
Baker  Companj^  has  been  successful  in  one  case  at  least  in 
compelHng  an  imitator  to  put  on  his  cartons  a  statement  to 
the  effect  that  the  package  is  not  from  the  old  firm  of  Walter 
Baker  &  Co.  A  more  arbitrary  trade-mark  could  have  been 
protected  more  easily,  very  likely. 

Names  of  Persons  not  Living.— Names  of  deceased  persons 
have  been  used  freely  as  trade-marks.  There  are  cigars 
carrying  the  names  of  George  W.  Childs  and  Robert  Burns  and 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      117 

other  famous  characters.  There  is  a  George  Washington 
Coffee,  and  an  Alexander  Hamilton  Institute  and  many  other 
similar  examples. 

Registrations  under  the  10-year  Clause. — Trade-marks  in 
use  for  ten  years  and  used  prior  to  February  20,  1895,  may  be 
registered  even  though  descriptive  or  geographical  in  character. 
This  provision  is  generally  referred  to  as  the  "  10-year  clause." 
It  afforded  relief  to  many  manufacturers  who  had  used  names 
of  a  descriptive  or  geographical  character  until  such  names  had 
come  to  be  associated  only  with  their  goods.  In  the  case  of 
Oneida  game  traps,  for  example,  the  name  had  become  so  well 
fixed  in  the  minds  of  hunters  as  identifying  the  product  of  the 
Oneida  Community  that  the  courts  protected  the  owners  in 
the  use  of  the  trade-mark  though  it  is  obviously  of  the  geo- 
graphical classification. 

PROCEDURE  IN  TRADE-MARK  REGISTRATION 

Trade-marks  may  be  registered  in  the  United  States  by 
applying  to  the  Commissioner  of  Patents,  Washington,  D.  Ci, 
and  by  following  a  procedure  with  respect  to  fifing  appfication, 
drawing  of  trade-mark,  etc.  The  following  is  a  schedule  of 
costs,  which  however,  does  not  include  an  attorney's  fee  for 
searching  records  and  handhng  papers,  and  this  extra  expense 
is  advisable. 

FEES 

On  filing  each  original  application  for  registration  of  a  trade- 
mark   $10.00 

On  filing  each  application  for  renewal  of  the  registration  of  a* 

trade-mark 10 .  00 

On  filing  notice  of  opposition  to  the  registration  of  a  trade-mark     10.00 

On  appeal  from  the  examiner  in  charge  of  trade-marks  to  the 

Commissioner  of  Patents 15 ,  00 

On  appeal  from  the  decision  of  the  examiner  in  charge  of  inter- 
ferences, awarding  ownership  of  a  trade-mark  or  canceling 
the  registration  of  a  trade-mark,  to  the  Commissioner  of 
Patents 15.00 

On  appeal  from  the  decision  of  the  examiner  in  charge  of  trade- 
marks, on  a  motion  for  the  dissolution  of  an  interference  on 
the  ground  of  non-interference  in  fact  or  non-registrability 
of  a  mark,  to  the  Commissioner  of  Patents 15.00 

For  manuscript  copies,  for  every  100  words  or  fraction  thereof. .       0. 10 


118  THE  ADVERTISING  HANDBOOK 

For  recording  every  assignment,  power  of  attorney,  or  other 

paper  of  300  words  or  under 1 .  00 

Of  over  300  and  under  1,000  words 2.00 

And  for  each  additional  thousand  words  or  fraction  thereof. . .  1 .00 

For  abstracts  of  title : 

For  the  search,  one  hour  or  less,  and  certificate 1 .  00 

A  good  attorney  will  advise  other  choices  of  trade-mark  if  his 
search  develops  that  a  mark  offered  is  likely  to  conflict  with  a 
mark  already  registered.  The  Commissioner  of  Patents  will 
also  deny  applications  if  they  apparently  conflict.  For 
example,  shortly  after  the  termination  of  the  Great  War  an 
application  was  filed  for  a  trade-mark  of  the  word  Victory  as 
applied  to  talking  machines.  The  application  was  denied  on 
the  ground  that  the  new  name  was  a  palpable  imitation  of 
''Victor." 

Trade-marks  must  actually  have  been  used  in  trade  before 
they  can  be  registered.  They  must  be  used  on  goods  in  order 
to  maintain  protection,  for  the  object  of  the  trade-mark  law  is 
to  protect  the  buyer  as  well  as  the  seller,  so  that  when  one 
buys  an  article  that  is  perfectly  satisfactory  and  wishes  to 
buy  again,  he  may  be  guided  by  the  trade-mark. 

The  mark  must  be  submitted  on  a  drawing  made  up  in  a 
specified  way,  and  even  if  the  design  does  not  apparently  con- 
flict with  any  registered  mark,  it  must  be  listed  in  a  publication 
of  the  Patent  Oflace  and  notice  thus  given  the  pubUc,  so  that 
any  other  trade-mark  owner  who  believes  his  mark  or  right 
may  be  infringed  by  the  registration  of  the  new  mark  may 
object,  or  file  ''an  interference." 

The  final  registration  of  a  trade-mark  and  the  granting  of  a 
certificate  does  not,  of  course,  establish  the  validity  of  a  trade- 
mark. Many  trade-marks  have  failed  to  stand  the  tests  of 
the  courts  after  having  been  registered,  but  as  "possession  is 
nine  points  in  law,"  so  registration  may  be  said  to  be  a  strong 
point  in  favor  of  the  trade-mark  that  has  passed  through  the 
regular  procedure  established  by  the  government. 

Registration  gives  to  the  owner  of  the  trade-mark  broad 
protection  whereas  without  registration,  the  courts  have  held 
that  protection  is  limited  to  the  territory  in  which  the  adver- 
tiser's goods  have  been  sold. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS       119 


Look  under  the  lid ! 


Be  sure  it  ]§,  aVictrola 

Both  the  picture  "His  Master's  Voice**  and  the  word  "Victrok" 
are  exclusive  trademarks  of  the  Victor  Talking  Machine  Company. 
When  you  see  these  trademarks  on  a  sound-reproducing  instrument 
or  record,  you  can  be  sure  it  was  made  by  the  Victor  Company. 

Being  a  registered  trademark,  the  word  "Victrola!.'  cannot  law- 
fully be  applied  to  other  than.  Victor  products. 

For  your  own  protection  see  for  yoxu^lf  that  the  instrument 
you  buy  bears  these  famous  Victor  trademarks.  They  are  placed 
on  all  Victor  instruments  and  records  to  protect  oui'  customers  from 
substitution. 

Look  under  the  lid.  On  the  portable  styles  whicL  have  no  lid, 
these  trademarks  appear  on  the  side  of  the  cabinet.  One  or  both 
of  them  also  appears  on  the  label  of  all  Victor  Records* 

Victor  Talking  Machine  G).,  Camden,  N.  J. 

Victrola 


^SA^u.9.  mmr.aa. 


Fig.  6.- 


-How  the  Victor  Talking  Machine  Company  centers  attention  on 
its  two  trade-marks. 


120  THE  ADVERTISING  HANDBOOK 

TRADE-MARK  PROTECTION  IN  FOREIGN  COUNTRIES 

Page  122  gives  some  condensed  information  as  to  require- 
ments for  trade-mark  registration  in  foreign  countries.  If 
there  is  any  likelihood  that  an  advertiser  will  market  his  goods 
outside  of  the  United  States,  he  should  protect  his  trade-mark 
rights  in  other  countries  before  it  is  too  late. 

Amendment  of  1920. — The  Amendment  of  1920  is  somewhat 
ambiguous  in  its  terms.  The  object  is  to  give  opportunity  for 
nominal  registration,  merely  to  enable  American  exporters  to 
comply  with  the  registration  requirements  of  certain  foreign 
countries  in  which  no  American  trade-marks  can  be  registered 
unless  they  have  first  been  registered  in  Washington.  This 
registration  does  not  involve  any  judicial  consideration  of  the 
character  of  the  mark  registered,  and  it  is  possible  to  register 
almost  anything.  It  also  provides  for  an  extension  of  the 
benefits  of  the  *' 10-year  clause."  That  is,  if  a  concern  had 
registered  the  trade-mark  X  under  the  10-year  clause  as  its 
trade-mark  for  one  article  of  its  production  and  later  extended 
its  business  to  include  other  articles,  it  can  apply  the  X  trade- 
mark to  the  new  articles  as  well  as  to  the  old. 

INFRINGEMENT 

The  test  of  infringement  is  whether  or  not  the  mark  or 
package  that  is  declared  by  the  advertiser  to  be  an  infringe- 
ment is  so  similar  in  appearance  to  the  advertiser's  goods 
that  the  pubHc,  buying  in  the  ordinary  way  and  with 
the  ordinary  amount  of  caution,  would  be  Hkely  to  buy  the 
imitating  goods  for  the  original.  The  lines  of  the  design  of  a 
trade-mark  may  be  quite  different  from  that  of  a  registered 
mark,  and  yet  be  so  similar  in  coloring  and  general  appearance 
that  it  would  be  an  infringement. 

The  proper  procedure  for  one  who  feels  that  his  trade-mark 
has  been  infringed  is  to  seek  the  advice  of  a  competent  attorney 
and  present  exhibits  of  the  offending  mark  or  package.  Every 
advertiser  should,  of  course,  keep  careful  records  of  the  first 
use  of  his  trade-mark  or  trade  name,  by  preserving  file  copies 
of  packages  with  date  of  manufacture,  photographs  of  signs, 
etc. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      121 

ABANDONMENT 

If  a  trade-mark  is  not  used  regularly,  the  advertiser  may 
lose  the  right  to  it  through  what  is  known  in  trade-mark  law 
as  '^abandonment."  If  one  abandons  a  trade-mark,  another 
may  take  it  up.  What  constitutes  abandonment  will  depend 
on  all  the  conditions  of  a  given  case.  It  depends  on  intention. 
Trade-mark  rights  survive  bankruptcy  unless  a  business  dies. 
Before  adopting  any  trade-mark  that  has  been  used  by 
another,  it  is  better  to  get  a  release  or  bill  of  sale,  or  to  be  sure 
that  the  mark  is  not  being  used  in  some  quiet  way  by  the 
original  owners  or  their  assigns. 

GOOD  WILL  WITH  TRADE-MARK 

The  courts  have  again  and  again  decided  that  a  trade-mark 
cannot  be  sold  apart  from  a  business.  It  would  be  an  imposi- 
tion on  the  public,  for  example,  for  the  trade-mark  on  a  fine 
hne  of  tools  to  be  sold  to  some  concern  that  did  not  make  those 
tools  at  all.  Likewise,  one  who  leases  his  trade-mark  to  be  used 
by  another  on  goods  of  a  different  manufacture  and  with 
which  he  has  nothing  to  do  is  vitiating  any  rights  that  he 
may  have. 

NOTES  ON  TRADE-MARK  EXHIBIT 

Pages  124  and  125  show  some  of  the  best  known  trade-marks 
and  names  and  a  few  that  are  not  perhaps  generally  known.  A 
study  of  these  will  give  an  idea  of  the  great  variety  possible 
and  also  show  the  weakness  or  strength  of  the  design  when  it 
must  be  run  in  a  small  size.  This  is  something  that  should  be 
kept  in  mind  in  adopting  a  trade-mark.  Nos.  3,  5,  8,  11,  12,  16 
and  26  are  very  distinctive  in  form.  By  comparing  Nos.  14  and 
17  the  advantage  of  having  a  simple  design  will  be  made  clear. 
As  No.  20  illustrates,  it  is  difficult  to  get  a  distinctive  effect 
when  the  circular  form  of  mark  is  used  with  a  famihar  device 
as  the  keystone  which  is  used  by  many  Pennsylvania  firms. 
In  the  case  of  No.  25  the  bell  in  the  center  makes  a  striking 
design  when  otherwise  the  mere  circle  arrangement  would  be 
commonplace.  No.  22  is  an  ingenious  arrangement  of  letter- 
ing. No.  24  is  particularly  good,  as  the  beaver  illustrates 
the  name  of  the  product. 


122 


THE  ADVERTISING  HANDBOOK 


Trade-mark  Regulations  of  Foreign  Countries  and  Approximate 

Total    Cost    op    Registration — According    to    Information 

Furnished  by  National  Association  of  Manufacturers 

All  Limited  Registrations  are  Renewable 


Country 

Term, 
years 

See 
notes 

Charge 

Argentine  Republic                   

10 

14 

10 

14 

14 
Perpetual 
Perpetual 

10 
15 
14 
14 
14 
Perpetual 

Perpetual 

14 
10 

o  c 

cefh 
d  eg 

f 
a 

e  0 
f 

a  i 
deh 

'f 

1 

Ik 

c 
c 

cef 
a 

} 

a 
a 
a  d  e 

bd" 

deh 

eg 

e  g 

c 

I 

I 

fr 

I 
''1 

a  d  e 
i  eh 
0  g 
ad 

r 

d  e  g 
d 
m 

d  e  a 
cf 
e  g 
bd 
f 

{Ih 

..... 

cef 
a 

$85  00 

Australia 

70.00 

Austria                

50  00 

65.00 

65.00 

65  00 

Belgium                                                     

55  00 

65  00 

Bolivia                            

90  00 

Brazil 

85.00 

British  Central  Africa 

British  East  Africa                    

65.00 
70  00 

British  Guiana                                       .        

65  OO 

65  00 

Bulgaria   .           

85  00 

Canada — General                                      ....        .    . 

65  00 

60  00 

Ceylon                                 .            

75  00 

Chili 

60.00 

China  (Shanghai) 

35  00 

China  (Tientsin) 

35.00 

20 
15 
15 
20 
10 
10 
20 
20 
20 

7*    • 
10 
15 
14 
10 
14 
10 
10 

■■■26'" 

Perpetual 
14 
10 
10 

Perpetual 

20 
10 
14 
10 
14 
Perpetual 

20 
Perpetual 

lo 

120  00 

Costa  Rica 

65  00 

Cuba                                                          

65  00 

65  00 

Czecho-Slovakia                  

65  00* 

65  00 

Dutch  East  Indies 

65  00 

Dutch  Guiana                                                

65  00 

100  00 

Egypt  (no  statute)  filing  in  Cairo 

Egypt  (filing  in  Mansurah  or  Alexandria) 

Falkland  Islands 

50.00 
50.00 
65  00 

Federated  Malay  States 

70.00 
65  00 

50  00 

France 

50  00 

65  00 

Germany 

55  00 

Great  Britain 

65.00 

95  00 

Guatemala ...               .               .               ..... 

90  00 

Haiti  (expires  with  U.  S.) 

Holland 

65.00 
60  00 

Honduras,  Republic  of 

115  00 

120  00 

Hungary 

50  00 

Iceland 

70  00 

India  (no  statute)  Calcutta 

Italy 

60.00 
65  00 

Jamaica 

65  00 

Japan  (and  Korea)    

65  00 

Jugoslavia     .               ;      

65  00* 

65  00 

Luxembourg 

50  00 

Malta  and  Gozo 

65  00 

65  00 

Mexico 

60  00 

Morocco 

65  00 

65  00 

New  Zealand 

50  00 

Nicaragua 

70  00 

•  Estimated. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS      123 

Trade-mark  Regulations  op  Foreign  Countries  and  Approximate 

Total    Cost    op    Registration — According    to    Information 

Furnished  by   National  Association  of  Manufacturers 

All  Limited  Registrations  are  Renewable 

(Continued) 


Country 


Term, 
years 


See 
notes 


Charge 


Nigeria  (and  Lagos) . . . 

Norway 

Panama 

Paraguay 

Peru 

Philippines 

Poland 

Porto  Rico 

Portugal 

Rhodesia 

Roumania 

Russia  (no  filing) 

Salvador 

Santo  Domingo 

Servia 

Siam 

South  Africa,  Union  of. 

Spain 

Straits  Settlements .... 

Sweden 

Switzerland 

Trinidad 

Tunis 

Turkey 

Uruguay 

Venezuela . 


Virgin  Islands. 
Zanzibar 


14 
10 
10 
10 
10 
30 
10 
20 
10 
14 
15 
10 
20 
20 
10 
12 
14 
20 


/ 

ad 
dg 
a 


bd 


10 
20 

14 

15 

15 

10 

30  years 

or  less 

expires 

with  U.  S. 

14  years 


a  d  e 
cfh 

Ih 

c  h  o 
a 
a  d  e 

cfh 
deh 

a  d  e 
d  e  g 
ef 
e  g 
a  g 
cdh 
a 


70.00 

55.00 

110.00 

110.00 

80.00 

65.00 

60.00* 

55.00 

50.00 

110.00 

65.00 

100.00 
90.00 

110.00 
75.00 
70.00 
85.00 
70.00 
65.00 
50.00 
65.00 
55.00 

115.00 

100.00 
70.00 

60.00 

75.00 


Estimated. 


Notes 

a — Registration  alone  gives  ownership. 

6 — Unexpired  registrations  of  the  old  governments  may  be  revalidated.  Also  registra- 
tions by  the  new  governments  may  be  obtained. 

c — Infringers  cannot  be  sued  until  mark  is  registered. 

d — Trade-mark  must  first  be  registered  in  United  States. 

e — Under  International  Convention,  citizen  of  any  other  Convention  country  has 
priority  from  home  application  if  filed  within  four  months. 

/    Laws  of  British  Colonies  foUow  generally  the  British  law. 

g — Registration  subject  to  rights  of  prior  user  in  such  country. 

h — Registration  is  only  prima  facie  evidence  of  title  to  mark  bu'  becomes  conclusive 

after  expiration  of  a  certain  period. 

i — Bolivia:  Registration  compulsory.  Foreign  goods  bearing  trade-mark  liable  to 
confiscation  unless  same  is  registered. 

;■ — China:  The  regulations  for  the  protection  of  Trade-marks  in  China,  adopted  in 
October,  1904,  were  suspended  at  the  request  of  the  various  European  Powers. 
Pending  the  promulgation  of  more  satisfactory  Regulations,  Trade-marks  are 
being  deposited  with  the  Imperial  Maritime  Customs  at  Shanghai  and  Tientsin, 
and  with  U.  S.  Consuls  in  order  to  secure  evidence  of  priority  of  use. 

I — Egypt :  No  statute  for  registering  Trade-marks,  but  applicant's  claim  to  such  is  filed 
in  the  Courts  at  Cairo,  Mansurah  and  Alexandria. 

m — India ;  No  Special  Trade-marks  Registration  Act  exists  in  India,  but  it  is  customary 
to  register  a  Declaration  of  Ownership  of  the  Trade-mark  under  the  Indian  Regis- 
tration Act  of  1908,  which  registration  may  be  adduced  as  evidence  to  prove 
exclusive  right  to  the  mark. 

o — Salvador:  Registration  subject  to  annual  tax.     Price  includes  taxes  for  five  years. 

P — No  Trade-Mark  law.    Protection  secured  by  advertising. 

r — Mark  must  first  be  registered  in  a  British  possession. 


124 


THE  ADVERTISING  HANDBOOK 


^TRAVELING  GOODS  GINGER  ALE 


CIGARS 


'WATER- MARK 

OF  EXCELLENCE 

12 


Trade-mark  Exhibits. 


SLOGANS,  TRADE  NAMES  AND  TRADE-MARKS       125 

WEAR-EVER 

TV 


TRADE  MARK 
13 


WILSON  &    CO. 


w~w 


15 


Johansson 

ACCURACY 


MADE  FOR  THE 


BA/D; 


BEST  RETAIL  TRADE 


19 


STMl  IHSTMUMCNTOFQUALITV 
onor, 
CLEAR    AS    A    BCLL 

18 


20 


<^^iQ^ 


DISTANCE 


25 


Trade-mark  Exhibits. 


WD 


^ 


23 


126  THE  ADVERTISING  HANDBOOK 

Trade-Mark  Record. — It  is  not  enough  for  the  advertiser  to 
know  that  he  owns  a  trade-mark  and  that  he  has  had  it  properly 
registered.  He  should  maintain  a  record  showing  how  and 
when  the  trade-mark  was  used  from  its  very  origin.  It  is 
frequently  the  case  that  in  a  suit  involving  the  ownership  of 
a  trade-mark  or  trade  name  there  is  considerable  difficulty  in 
securing  tangible  evidence  of  the  varied  use  made  of  the  mark 
or  name. 


SECTION  6 
PACKAGE  ADVERTISING 


Value  of  Package  as  an  Advertisement. — Experienced  ad- 
vertising men  often  wonder  why  apparently  so  little  attention 
is  paid  by  manufacturers 
to  the  designing  of  pack- 
ages and  cartons  that  are 
of  good  advertising  value. 
Some  of  the  best  known 
products  have  been  put 
out  in  the  most  common- 
place or  crudely  designed 
packages,  bottles,  or  car- 
tons. Eventually  such 
packages  or  containers 
have  acquired  a  large  good 
will  value  perhaps  but  this 
value  would  have  been 
reached  sooner  or  would 
have  been  larger  had  the 
advertiser  at  the  outset 
taken  pains  to  adopt  a 
package  design  that  would 
have  given  his  product  the 
best  opportunity. 

This  argument  is  borne 
out  by  the  experience  of  a 
hosiery  manufacturer  who 
recently  put  on  the  market 
a  new  brand  of  hosiery 
known  as  BUTTERFLY. 
The  box  itself  was  an  ex- 
ceptional bit  of  art  work,  being  a  rich  combination  of  colors  that 
harmonized  with  a  large  butterfly  forming  the  central  illustra- 

127 


Fig.  1. — Trade  advertisement  minus 
text  showing  an  attractive  hosiery  box 
and  the  way  it  was  featured  in  trade 
advertising. 


128  THE  ADVERTISING  HANDBOOK 

tive  feature.  The  trade-paper  design  shown  without  text  in 
Figure  1  can  give  only  an  approximate  idea  of  the  beauty  of  the 
package.  But  the  attractiveness  of  this  package  was  such  that 
the  trade  took  the  new  goods  without  pressure,  beheving  that 
such  a  package  would  prove  ''a  good  seller.''  And  so  it  did. 
The  Whitman  assortment  of  candies  in  the  famous  Sampler 
box,  Figure  2,  is  a  fine  assortment,  but  the  sale  of  this  assort- 
ment of  candies  would  never  have  approached  the  figures  at- 


FiG.  2. — An  unusually  fine  example  of  package  advertising. 

tained  had  it  not  been  for  the  unusually  artistic  design  of  the 
Sampler  box.  This  is  a  duplication  of  the  old  sampler  cases 
used  by  the  grandmothers  and  great-grandmothers  of  the 
present  generation.  A  test  among  a  number  of  inteUigent 
women  showed  a  marked  preference  for  this  box  of  candy  over 
many  others  approximately  the  same  price,  some  of  higher  price. 
Essentials  of  Good  Package  Design. — What  is  a  good  design 
for  the  package  containing  a  manufactured  product  depends, 
naturally,  somewhat  on  the  character  of  the  product  itself. 
What  might  be  exceedingly  appropriate  for  a  flour  or  a  soap 
might  be  quite  different  from  a  design  that  would  be  suitable 
for  jewelry,  hats  or  shoes.  The  following  considerations 
usually  enter  into  the  decision : 

1.  The  "sign  value"  of  the  design  as  it  may  be  viewed  on  the  dealer's 
shelves,  in  a  showcase  or  window,  or  as  the  product  may  appear  when 
in  use  by  the  customer.  -     .  -  ~ 


PACKAGE  ADVERTISING 


129 


2.  Selection  of  the  most  appropriate  colors. 

3.  Distinctive  shape  of  the  design,  or  exclusive  features  in  connection 
with  it. 

4.  Appropriate  decoration  and  lettering. 

Examples  of  Good  Design. — As  an  example  of  good  ''sign 
value,"  consider  the  LUX  package,  a  reproduction  of  which 
appears  in  Figure  3.  Though  this  package  is  a  small  one,  the 
strong,  simple  lettering  and  the  clear  colors  of  the  package 
make  it  stand  out  on  the  grocer's  shelves.  The  AUNT 
JEMIMA  FLOUR  package,  shown  in  Fig.  4,  is  a  good  example 
of  how  a  character  may  be  used  to  make  a  package  distinctive. 


Fig.  3. 


-One  can  hardly  miss  seeing  the  fine  display  of  the  name  "LUX"  if 
he  glances  at  grocery-store  shelves. 


Most  canned  goods  have  gaudy  labels.  The  Heinz  Baked 
Beans  can.  Figure  5,  brings  out  a  cluster  of  beans  against  a 
plain  background  and  is  effective.     It  really  advertises  beans! 

It  may  seem  that  in  considering  the  design  of  a  package 
for  such  a  product  as  Portland  cement  there  is  little  to  be 
said,  and  yet  a  large  cement  company  may  have  milUons  of 
cloth  sacks  going  and  coming — cement  sacks  being  returnable 
by  the  user,  as  they  can  be  used  a  number  of  times.    The 

9 


130 


THE  ADVERTISING  HANDBOOK 


Fig.  4. — Use  of  an  advertised  character  as  the  chief  feature  of  a  package 

design. 


Wi 


/baked  BEANS; 

%   \  i 


Fig.  5. — A  simple  cluster  of  beans  Fig.    6. — A    plainly    lettered 

affords    a  better  decorative  scheme  stamp  makes  even  a  cement  sack 

than     the    usual    vivid    coloring    of  a  good  "sign  advertisement." 
canned-goods  labels. 


PACKAGE  ADVERTISING 


131 


Alpha  Cement  Company  at  one  time  carried  a  rather  complex 
trade-mark  on  all  of  its  sacks,  a  design  that  was  difficult  to 
read,  especially  when  the  sack  became  a  little  soiled.  The 
Alpha  sales  and  advertising  departments  reflected  that  the 
sacks  gave  an  opportunity  to  have  several  milUons  of  Alpha 
Cement  signs  before  the  public  constantly.  People  passing 
new  building  work  are  often  curious  to  see  what  material  is 
being  used.  So,  after  some  tests,  the  trade-mark  design  was 
omitted  as  a  package  feature  and  the  plain,  bold  design  indi- 
cated by  Figure  6,  used  in  its  place.  Here  the  name  ALPHA, 
which  was  the  essence  of  the  trade-mark  anyhow  and  was  the 
sign  or  symbol  by  which  the  cement-public  bought,  is  given 
strong  display  and  a  selling  point  "The  Guaranteed  Portland 
Cement"  is  added. 

Color  principles  should  be  applied  to  packages  just  as  they 
are  to  be  printed  matter  generally.  Dainty  products  call  for 
dainty  colors.  Some  of  the  talcum  powders,  perfumery 
cases,  tooth-powders,  etc.  have  cases 
or  containers  that  are  very  effective 
from  the  color  point  of  view. 

Other  classes  of  goods  need  distinc- 
tive colors  or  designs  but  not  necessar- 
ily dainty  atmosphere.  Consequently 
such  designs  as  the  "checkerboard" 
effect  of  a  breakfast  food  container 
have  been  adopted,  because  this 
makes  a  package  more  prominent, 
actually  makes  it  look  larger.  Very 
frequently  the  package  displays  a  well 
known  illustration  associated  with  the 
product.  This  principle  is  carried  out  in  the  Kellogg  Toasted 
Corn  Flakes  package  shown  in  Figure  7,  which  is  not  only  an 
example  of  a  distinctive  package  but  also  displays  "The  Sweet- 
heart of  the  Corn,"  which  is  featured  in  many  of  the  Kellogg 
advertisements. 

Shredded  Wheat,  a  competitor  of  Kellogg's  Toasted  Corn 
Flakes,  shows  an  attractive  picture  of  a  shredded  wheat 
biscuit  on  the  package  itself. 

The  reproduction  in  one  color  of  the  Big  Ben  Clock  package. 


Fig.  7. 


132 


THE  ADVERTISING  HANDBOOK 


Fig.  8. — The   simplicity   of  the    "Big         Fio.  9. — The  Hires  counter  keg 
Ben"  box  is  its  strength.  is  a  peculiarly  fitting  package  for 

Hires  root  beer. 


Fig.  10. — A  striking  contrast  to  the  usual  style  of  hat-box. 


PACKAGE  ADVERTISING 


133 


Figure  8,  does  not  do  justice  to  the  color  scheme  of  the  original, 
a  pleasing  brown  with  artistic  white  trim.  Here,  again,  the 
designer  wrought  wisely  in  working  out  a  simple,  strong 
display  of  the  name,  which,  in  a  window,  will  dominate  the 
names  or  designs  on  many  larger  containers. 

The  Hires  Root  Beer  Keg,  Figure  9,  is  another  fine  example 
of  an  appropriate  package.  The  keg  is  strongly  suggestive  of 
"something  good  to  drink.''  With  its  dark  coloring  and  its 
neat  brass  trim,  it  probably  sells  more  root  beer  than  any 
window  display  or  counter  advertisement  that  might  be 
devised.  And  yet  the  container  is  exceedingly  simple — as 
most  effective  advertising  devices  are. 


Fig.  11. — A  package  need  not  be 
large  in  order  to  have  artistic  possi- 
bilities. 


Fig.  12. — This  clean  looking 
carton  suggests  high  quality  for 
Dixie  drinking  cups. 


Perhaps  many  hat  manufacturers  have  asked  themselves 
what  could  be  done  to  lift  a  hat-box  out  of  the  commonplace. 
It  is  evident  from  a  glance  at  Figure  10  that  the  advertisers  of 
Dobbs'  Hats  have  solved  the  problem  satisfactorily.  This 
design  not  only  has  good  ''sign  value''  on  the  shelf  but  be- 
speaks good  style  and  quahty.  One  would  expect  to  see  a 
distinctive  hat  come  out  of  such  a  distinctive  box,  and  such 
an  impression  is  a  real  advertising  success. 

The  Oyster  Cracker  package  of  the  National  Biscuit  Comp- 
any, shown  in  Figure  11,  is  a  further  indication  of  what  may  be 
done  to  make  the  label  of  even  the  small  package  of  goods 
distinctive. 


134 


THE  ADVERTISING  HANDBOOK 


The  Dixie  Cup  carton,  reproduced  in  Figure  12,  brings  out  the 
shape  and  coloring  of  the  Dixie  Cup  strongly,  and  the  extreme 
simpHcity  of  the  lettering  makes  the  name  readable  at  consider- 
able distance.  Most  designers  would  have  worked  out  a 
fancy  border  for  this  illustration  and  filled  the  corners  of  the 
space  with  frills  of  one  kind  or  another.     Art  work  that  is 


Milk  That  Keeps 
Without  Ice 

K  you  coiild  get  fresh 
milk  that  woijld  keep  its 
"just-milked"  flavor  till  you 
are  ready  to  use  it,  and  keep 
fresh  and  sweet  without 
ice — it  would  seem  almost 
incredible.  But  it  is  true  <rf 
Klim  Powdered  Milk. 


BRAND 

POWDERED  MILK 


Kllm  users  face  no  feai»  of  c 
ihcrtage,  no  delayed  deliveries,  no    milk  a  veritable  godaezid.for  hiimac- 
undepeudable  quality;  they  have  no    Ity.    Many  hoapitala  are   already 
worries  about  souring.    For  Rlim    taing  Klim,  as  are  many  icfaools. 
needs  no  ice— it  don  not  sour;  it 
does  not  freeze  in  winter.    In  any 
locality,  in  any  season,  it  is  always 


your  daby. 
to  611  your 


Get  a  supply  of  1 
family  needs:  Klin] 
Milk  (fan  cnam), 
ShouM  you  want  sour  milk,  re^    coffee,  for  cereals  and  desserts;  KUm 
store-Kliin  to  liqmd  form  and  let  it    Powdered   Skimmed   Milk,  for  all 
sour  naturally.    It-makes  excellent    cooking |>urpoae<...Ootodayaad  get 
cottage  cheese.  a  supply  from  the  aeareit  dealer. 

KLIM  is  for  sale  »<  dl  the  (tans  of  the  loUowing  finns 

Charles  &  Co.       Daniel  Reeves,  Inc.       Gristede  Bro*.,  Inc. 
H.  C.  Bnfaack  Co.  National  Grocery  Co. 


Fig.  13. — When  the  package  design  is  a  strong  one  it  is  comparatively  easy 
to  make  it  an  effective  part  of  advertisement  display. 

symbolic  is  often  most  appropriate  on  a  package  design,  but 
unless  something  of  evident  appropriateness  in  the  way  of 
decorative  work  can  be  developed,  it  is  a  safe  rule  to  adopt  a 
simple  design.  It  should  be  kept  constantly  in  mind  that  a 
great  many  package  designs  will  be  viewed  at  a  distance  of 
from  a  few  feet  up  to  fifteen  or  twenty  feet. 

Finally,  as  indicated  by  Figure  13,  the  simple,  strong  package 
design  permits  illustrations  in  newspaper  and  magazine  adver- 
tisements that  otherwise  would  not  be  possible. 


SECTION  7 
ADDRESS  LABELS  AND  PASTERS 

LABELS 

The  address  label  is  a  small  affair  and  yet  it  may  be  made  of 
real  advertising  value.  From  its  very  nature,  it  commands 
attention  easily,  something  that  cannot  be  said  of  many 
other  forms  of  advertising.  As  the  advertiser,  in  writing  his 
customer's  or  prospective  customer's  name  is  certain  of  draw- 
ing his  eye,  or  his  representative's  eye,  it  follows  that  this 
opportunity  should  be  utihzed. 

Says  Printing  Art:  '^Labels  are  the  advance  messengers.  A 
firm  is  often  judged  by  the  appearance  of  the  messenger  that 
arrives.  Nothing  except  a  letterhead,  perhaps,  carries  the 
character  of  the  house  along  with  it  as  publicly  as  a  package 
label."  And  yet  it  is  singular  that  few  advertisers  have  taken 
the  trouble  to  adopt  a  neat,  convenient  address  label  that  will 
convey  a  pleasing  impression. 

The  label  is  a  labor-saving  and  expense-saving  device  in  the 
first  place.  With  a  good  label,  the  corner  card  on  large 
envelopes,  cartons,  packages,  etc.  may  often  be  dispensed  with 
and  the  cost  of  printing  saved.  The  label  can  carry  this 
address.  Furthermore,  the  label  can  be  put  into  a  typewriter 
and  directed  much  more  easily  than  can  a  thick  envelope,  a 
card  or  a  tag. 

The  address  label  can  be  made  a  Httle  poster.  With  ap- 
propriate design,  appropriate  lettering  and  color,  it  may  make 
a  pleasing  first  impression  for  the  advertiser.  It  is  not  abso- 
lutely necessary  that  it  incorporate  an  illustration  or  even  a 
drawn  letter,  though  most  artistic  labels  are  hand-lettered. 

The  exhibit  on  page  136  conveys  only  a  general  idea  of  the 
possibiUties  in  label  design  (Figure  1). 

If  labels  are  ordered  on  gummed  stock,  they  may  be  affixed 
by  merely  moistening  them.  The  ungummed  label  is  likely 
to  curl  badly  when  paste  is  applied. 

135 


136 


THE  ADVERTISING  HANDBOOK 


DIRECT  ADVEKnSING 


9## 

PAPER  MAKERS  ADYEKHSING  CLUB 

BOX  2AU  BOSTON  MASS- 


Fig.  1. — A  collection  of  attractive  address  labels. 


ADDRESS  LABELS  AND  PASTERS 


137 


The  label  of  the  California  Fruit  Growers  Exchange  shown 
in  Figure  2  embodies  a  good  idea.  The  label  proper  has  an 
attachment  and  a  shp  of  carbon  paper  is  used  to  secure  on  this 
attachment,  a  copy  of  the  address  on  the  original  label  and 


California  Fruit  Growers  Exciian^     Da/r. 

ADVEKTUING  OErAKTMI|(IT 

For 


Ci/y 

Contents  of  package- 


State. 


By  Mail  Q     Express  □     Freight  □     Messenger  □ 


THIS  PACKMiE  CONTAIN; 


REQUESTED  BY 


Fig.  2. 


other  particulars,  so  that  a  record  is  made  of  the  person  to 
whom  the  package  was  sent,  by  whom  it  was  sent,  etc. 


PASTERS 

The  paster  is  in  the  nature  of  the  address  label  except  that 
it  is  complete  in  itself.  It  is  another  form  of  small  poster,  and 
used  with  discrimination,  may  be  of  real  advertising  effective- 
ness. 

Pasters  may  be  used  in  various  ways : 

1.  On  the  back  of  envelopes  of  regular  correspondence. 

2.  As  a  means  of  holding  folders  or  other  advertising  ma- 
terial together. 

3.  On  packages  to  call  attention  to  a  current  event,  a 
slogan,  a  trade  name,  etc. 

Advertisers  run  considerable  risk  by  sending  out  boys  to 
attach  pasters  to  doors,  windows,  etc.     While  during  pubUc 


138 


THE  ADVERTISING  HANDBOOK 


campaigns  of  very  general  interest,  pasters  of  good  size  are 
used  on  automobile  shields,  store  windows,  and  the  like, 
ordinarily  people  object  to  having  their  property  plastered 
with  small  advertising  signs.  Like  the  poster,  the  paster 
must  be  kept  within  its  proper  place  or  it  may  do  more  harm 
than  good. 


PLAN 
BUILDINCS 

NOW 


PLAN  BUILDINCS 

NOW 


THE  lARLY 
PLANNER 


CATCHES t«l  I   m,T#^\ir 

BUiLOiNGHARKEjl   NOV? 


Fig.  3. — A  series  of  small  pasters. 

Figure  3  is  one  example  of  a  number  of  ''Build  Now"  pasters 
used  to  stimulate  building  at  a  time  when  the  tendency  was  to 
wait. 

Figure  4  is  a  reproduction  in  black  of  a  paster  used  by  the 
Red  Cross  organization  in  its  annual  ''Roll  Call."     This  in  its 


ADDRESS  LABELS  AND  PASTERS  139 

original  form  was  about  5  by  5  inches  and  was  in  a  bright  red. 
It  was  designed  particularly  for  pasting  on  automobile  wind- 
shields, and  hundreds  of  thousands  were  displayed  that  way 
during  the  week  of  the  "Roll  Call.''  Not  all  were  of  the  design 
shown  by  Figure  4.  In  fact,  a  feature  of  these  paster-adver- 
tisements is  that  a  variety  can  be  used  and  the  interest  of 
the  reader  stimulated  by  seeing  different  slogans  or  appeals. 

The  "Teaser  Paster"  forms  an  important  part  of  many  of 
these   campaigns.     During  the   War   Chest   campaigns,  for 


Fig.  4. 

example,  pasters  were  used  featuring  just  the  phrase  "  1  to  31." 
The  keynote  of  the  War  Chest  campaign,  as  it  was  carried 
out  in  most  communities,  was  the  giving  by  the  subscriber  of 
one  day's  pay  out  of  the  month — the  argument  being  that  as 
the  American  soldiers  were  giving  all  of  their  time  to  the 
service  of  the  country,  the  "stay-at-homes"  might  give  at 
least  one  day's  pay  during  each  month  for  the  comfort  and 
encouragement  of  the  boys  on  the  firing  Hne.  Then,  again, 
during  the  fifth  Victory  Loan,  the  first  paster-advertisements 
carried  merely  a  large  V.  Usually  in  these  teaser  series 
several  interest-stimulating  appeals  are  featured  before  the 
full  message  is  revealed.  If  the  plan  is  carried  out  logically, 
there  is  much  to  be  said  in  favor  of  such  advertising,  for  un- 
doubtedly the  public  is  inclined  to  pass  up  lightly  all  ordinary 


140  THE  ADVERTISING  HANDBOOK 

appeals  for  contributions  no  matter  how  worthy  the  cause 
may  be. 

Use  of  Pasters  by  Boards  of  Trade. — In  carrying  out  some 
movement  for  the  benefit  of  an  entire  community,  the  Board 
of  Trade  or  Chamber  of  Commerce  sometimes  finds  it  well  to 
adopt  an  artistic  small  paster  carrying  a  slogan  or  some  other 
keynote  appeal  of  the  movement  and  to  have  all  members  of 
the  organization  use  these  pasters  on  their  envelopes,  packages, 
etc.  Sometimes  as  a  means  of  raising  funds,  these  pasters 
are  sold  to  all  the  business  firms  of  the  city.  Publishers  are 
not  particularly  favorable  to  this  style  of  advertising,  but 
while  it  does  not  perform  all  that  a  well-rounded  out  campaign 
will  accomphsh,  it  is  often  just  as  profitable,  cost  considered, 
as  any  other  form  of  pubHcity. 


SECTION  8 
DEALER  AIDS 

An  important  part  of  advertising  campaigns  for  goods  that 
are  to  be  sold  through  retail  dealers  is  that  covering  what  is 
generally  known  as  ''dealer  aids.'^ 

Dealer  aids  are  of  great  variety,  according  to  the  product 
advertised,  and  may  cover  one  or  a  number  of  the  following 
items : 

JLocal  newspaper,  street-car  or  outdoor  advertising  paid  for  wholly  or 
partly  by  the  manufacturer. 

Samples  of  goods  ready  for  distribution. 

Models,  souvenirs  or  specialty  advertisements. 

Signs  for  stores,  warehouses,  windows,  counters,  wagons  or  trucks. 

Fixtures,  racks  or  special  cases  for  holding  goods  or  advertising 
matter. 

Window-display  specialties. 

Booklets,  folders,  cards,  or  blotters  for  handing  out  to  callers  or  for 
sending  to  mailing-lists. 

Electrotypes  for  newspaper  advertisements. 

Street-car  cards  imprinted  with  dealer's  name. 

Letterheads,  billheads  and  envelopes  featuring  advertised  product. 

Slides  or  short  moving  pictures  that  the  dealer  may  have  shown  at 
local  picture  houses  or  in  a  special  exhibition. 

Circular  letters  sent  to  the  dealer  already  printed,  or  perhaps  sent 
to  a  selected  maihng-list  that  he  has  furnished,  leaving  him  the  work  of 
only  mailing  the  letters. 

Calendars  which  may  come  to  the  dealer  free  or  for  which  he  pays  in 
whole  or  in  part. 

Syndicate  house-organ  for  dealer's  mailing-list. 

Memorandum  books,  diaries,  etc.,  for  which  the  dealer  pays  in  part 
or  may  possibly  secure  free  in  small  quantities. 

Displaying  the  Campaign  to  Dealers. — Advertisers,  in  order 
to  get  the  full  effect  of  their  advertising,  place  their  programs 
before  the  trade  as  impressively  as  possible.  The  usual  meth- 
od is  to  have  a  salesman  take  around  a  striking  portfoUo  or 
exhibit  and  go  over  it  with  merchants  or  buyers,  emphasize 

141 


142 


THE  ADVERTISING  HANDBOOK 


the  principal  features,  point  out  the  circulation  to  be  given 
to  the  advertising.  The  chart  reproduced  in  Figure  1  shows 
how  the  extent  of  a  magazine  campaign  was  visuahzed  to  the 
trade. 


11 


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211 


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Another  method  is  to  use  such  an  exhibit  as  a  whole,  or  in 
parts,  as  supplemental  to  a  follow-up  system  on  dealers, 
using  letters,  postal  cards  or  other  means  of  calling  attention 
to  the  various  effective  advertisements  that  the  advertiser  will 
use. 


DEALER  AIDS  143 

Sometimes  such  an  exhibit  is  made  up  so  expensively  that  it 
is  sent  to  a  dealer  for  only  a  few  days,  then  recovered  and 
forwarded  to  another  dealer. 

Local  Campaigns  to  Aid  Dealers.; — Many  national  campaigns 
that  appear  as  a  whole  to  be  efficient  are  really  weak  hen 
their  influence  or  effect  on  one  community  is  gaged.  A  nation- 
al advertiser  of  an  article  of  popular  use  must,  as  a  rule,  use 
an  extensive  list  of  mediums  if  he  reaches  an  appreciable 
number  of  readers  in  San  Diego,  California,  or  Norristown, 
Pennsylvania.  The  discerning  dealer  knows  this  and  argues 
for  a  local  campaign.  Local  publishers  and  other  space-con- 
trollers aid  and  abet  him  in  this  argument.  But  to  conduct 
local  campaigns  in  hundreds  or  thousands  of  different  com- 
munities or  sections  is  expensive,  and  the  advertiser  who 
undertakes  this  must  use  great  care  or  he  will  spend  more  in 
advertising  than  his  possible  sales  will  warrant. 

Many  national  advertisers  insist,  and  with  good  reason, 
that  campaigns  in  nationally  circulated  mediums  is  their 
part  of  the  merchandising  job  and  that  the  retailer's  part  is 
the  local  advertising.  Here,  again,  so  much  depends  on  the 
exact  nature  of  the  product  that  no  rule  can  be  laid  down. 
The  following  examples  show  the  varying  practice  of  represen- 
tative American  advertisers : 

1.  Eastman  Kodak  Company  uses  national  mediums  exclusively 
in  their  appeal  to  the  general  public. 

2.  Victor  Talking  Machine  Company  uses  national  magazines, 
but  also  the  newspapers  in  cities  running  over  10,000  population  but 
does  not  attach  local  dealers'  names  to  the  newspaper  advertisements 
except  just  before  the  holiday  season. 

3.  The  advertisers  of  Ruberoid  Roofing  use  national  magazines  and 
also  local  newspapers,  and  in  the  newspaper  advertising  names  the  local 
dealer. 

4.  Various  national  advertisers  having  a  limited  number  of  dealers, 
use  newspapers  that  circulate  over  wide  territory,  or  farm  papers  that 
are  confined  largely  to  one  state  or  section,  and  advertise  their  dealers' 
names. 

Basis  for  Local  Campaigns. — Should  an  advertiser  decide 
that  a  local  campaign  is  essential  to  his  success,  he  may  adopt 
one  of  the  following  plans: 


144  THE  ADVERTISING  HANDBOOK 

1.  Furnish  dealers  with  newspaper  plates,  street-car  cards  or  posters 
but  ask  dealer  to  pay  for  inserting  or  posting  of  such  advertising. 

2.  Furnish  such  material  as  that  described  under  item  1  and  pay  half 
or  some  other  agreed  proportion  of  the  cost  of  space. 

3.  Conduct  a  local  campaign  in  newspapers,  cars  or  outdoor  mediums, 
place  the  advertising  direct  after  consultation  with  dealer  or  dealers  and 
stand  the  entire  expense,  requiring  dealers,  however,  to  handle  a  certain 
amount  of  goods  and  laying  out  the  local  campaign  in  accordance  with 
this  agreement. 

In  such  cases  the  advertiser  may  advertise  only  one  dealer  or 
he  may  use  mediums  circulating  broadly  enough  to  allow  him 
to  advertise  half  a  dozen  or  maybe  a  score  or  more  of  dealers. 
As  there  is  often  jealousy  among  dealers,  strategy  may  be 
required  in  advertising  a  list  of  dealers.  The  names  should 
either  be  arranged  alphabetically,  or  according  to  towns 
arranged  alphabetically,  or  else  rotated.  If  some  are  set  in 
larger  type  than  others,  criticism  will  probably  come  from 
those  designated  in  small  type. 

In  order  to  get  the  greatest  possible  benefit  from  such 
advertising,  it  should  be  as  much  as  possible  in  accordance 
with  the  ideas  or  wishes  of  dealers.  The  copy  may  even  be 
written  from  their  point  of  view,  rather  than  expressed  in  the 
manufacturers'  language.  Often,  however,  retail  dealers  have 
such  vague,  varied  or  biased  views  on  advertising  that  any 
campaign  planned  to  represent  their  ideas  must  be  a  compro- 
mise. 

Referring  of  Inquiries  to  Dealers. — Most  national  ad- 
vertisers refer  inquiries  direct  to  dealers  where  a  dealer  is  near 
enough  to  the  inquirer  to  give  service — that  is,  if  the  article  is 
one  that  is  sold  through  dealers.  A  few  advertisers  find  it 
best  to  refer  inquiries  to  wholesalers  and  let  the  wholesalers 
decide  which  dealer  on  their  list  is  best  equipped  to  follow  up 
the  inquiry.  Many  advertisers  who  sell  through  whole- 
salers have  no  complete  list  of  the  dealers  retailing  the 
product. 

The  notification  to  the  dealer  may  be  very  simple — some- 
thing like  the  following,  on  a  postal  or  post  card : 


DEALER  AIDS  145 


Date 

We  have  an  inquiry  from ^ 

of about 

We  have  answered  this  inquiry  as  fully  as  possible  and  have  told 
the  inquirer  that  you  will  be  glad  to  show  our  goods  and  give  any 
other  service  that  may  be  required. 

Will  you  please  give  this  your  prompt  attention.  When  you  have 
served  or  interviewed  the  inquirer,  return  this  card  with  the  blanks 
below  filled: 

Was  sale  made  ? 

What  model  did  customer  purchase? 

If  you  could  not  make  sale,  what  prevented  you? 

Anderson  Mfg.  Co.,  Sales  Dept. 


Some  advertisers  find  that  they  can  get  reports  from  their 
dealers  on  inquiries.  Others,  selhng  a  staple  article  such  as 
paint  or  cement,  for  example,  cannot  get  reports  on  inquiries 
from  their  dealers  to  any  appreciable  extent.  In  fact,  some 
advertisers  of  this  class,  after  answering  the  inquiry  fully  and 
noting  the  name  and  character  of  the  inquiry  on  a  weekly 
report  sent  out  to  their  salesman,  refer  the  original  request  of 
the  inquirer  to  the  dealer.  They  find  that  the  dealer  is  more 
likely  to  follow  up  an  inquiry  of  this  class  when  he  sees  an 
original  letter  or  postal  card  from  some  one  in  his  own  com- 
munity. The  matter  is  then  left  to  the  advertiser's  salesman 
to  follow  up  with  the  dealer  if  he  is  so  disposed.  No  report  is 
required  from  him. 

Where,  however,  the  product  inquired  about  is  an  article 
selling  for  a  good-sized  price,  hke  a  tractor,  an  engine  or  a 
kitchen  cabinet,  for  example,  it  is  worth  while  following  up 
the  inquiry  with  the  dealer  and  getting  a  final  report  from  him, 
whether  by  mail  or  through  the  salesman's  calls. 

Where  the  advertiser  has  several  dealers  in  the  same  com- 
munity, he  must  use  care  in  referring  inquiries.  If  one  dealer 
is  aggressive,  the  advertiser  may  find  it  well  to  refer  all  in- 
quiries to  him.  Or  he  may  find  it  best  to  give  the  inquirer  the 
names  of  all  local  dealers,  leaving  it  to  him  to  choose  with 
whom  he  prefers  to  deal. 

10 


146  THE  ADVERTISING  HANDBOOK 

Where  the  advertiser  has  no  dealer  near  the  inquirer,  as  is 
often  the  case,  he  may  refer  the  inquiry  to  a  prospective  dealer 
on  his  list  and  make  the  inquiry  the  subject  of  a  good  letter 
designed  to  have  the  dealer  handle  the  goods.  In  such  a  case 
he  will  offer,  of  course,  to  allow  the  dealer  the  usual  commission 
if  he  will  undertake  the  sale  to  the  inquirer. 

If  the  advertiser  has  neither  an  active  dealer  nor  a  pros- 
pective dealer  near  enough  to  serve  the  inquirer,  his  only 
recourse  is  to  offer  to  sell  direct  to  the  inquirer  or  else  to 
consult  a  directory,  get  the  name  of  a  merchant  or  dealer  of 
the  type  most  likely  to  handle  the  advertised  goods  and  cor- 
respond with  that  dealer  with  a  view  to  having  him  serve 
the  inquirer  and  act  as  the  advertiser's  local  dealer  thereafter. 

Advertisers  frequently  use  a  direct-by-mail  sale  as  a  means 
of  interesting  a  prospective  dealer,  writing  him  about  the  sale 
and  teUing  him  that  the  commission  will  be  allowed  if  he  will 
handle  the  goods. 

Offers  to  send  goods  on  consignment  are  used  by  some  ad- 
vertisers as  a  means  of  getting  an  account  started,  but  results 
are  not  very  satisfactory  as  a  rule.  The  dealer  takes  more 
interest  in  goods  that  he  has  bought  or  at  least  agreed  to  buy. 
When  the  advertiser  carries  on  the  campaign  and  even  supplies 
the  goods  at  his  own  risk,  the  general  run  of  dealers  will  be  more 
or  less  indifferent  as  to  his  part  of  the  program.  The  consign- 
ment plan  is  one  for  exceptional  situations. 

Causes  of  Waste  in  Dealer  Aids. — There  are  two  things  to  be 
guarded  against  in  preparing  and  circulating  dealer  aids.  The 
first  is  the  tendency  on  the  part  of  the  advertiser  to  feature  his 
own  advertisement  so  strongly  that  the  dealer  is  prejudiced 
against  using  the  material. 

Take  signs,  for  example.  Most  manufacturers  in  preparing 
a  sign  make  their  name  or  the  name  of  the  product  as  dominat- 
ing as  possible.  Sometimes  it  may  be  very  well  to  do  this.  At 
other  times,  dealers  will  resent  so  much  emphasis  on  the  manu- 
facturer's name.  It  was  for  this  reason  that  the  Alpha  Port- 
land Cement  Company,  in  preparing  its  large  sign  for  cement 
dealers'  warehouses  and  general  posting,  placed  nothing  on 
the  sign  about  Alpha  Cement  but  the  bag  of  cement  itself. 
The  text  of  the  sign  was  prepared  from  the  dealer's  point  of 


DEALER  AIDS 


147 


view  (See  Figure  2).  The  central  idea  is  "Build  it  of  CON- 
CRETE" followed  by  the  invitation — apparently  from  the 
dealer — ''Ask  us  How."  The  general  public  is  not  interested 
in  cement  of  itself,  but  in  ways  of  better  building.  Therefore, 
the  sign  struck  at  public  attention  in  its  open  spot,  so  to  speak. 
The  invitation  of  the  sign,  being  from  the  dealer's  point  of  view, 
appealed  to  dealers  more  than  the  signs  of  most  cement 
companies,  which  are  merely  a  flamboyant  display  of  the 
name  of  the  product,  a  feature  of  no  great  interest  to  the  public 
or  the  dealer. 


mum  DO®w  @c 

CONCRETE 


Fig.  2. — A  dealer  sign  that  features  the  use  of  the  advertised  product  and 

invites  a  call. 

The  second  thing  to  be  guarded  against  is  the  inclination  of 
many  dealers  to  ask  for  much  more  advertising  material  than 
they  will  put  out  to  advantage,  and  also  the  inclination  of  the 
advertiser's  representative  to  request  much  more  advertising 
material  for  a  dealer  than  he  will  send  out.  Heads  of  ad- 
vertising departments  have  a  great  deal  of  trouble  with  what 
they  refer  to  as  ''hotel  requisitions" — that  is,  requisitions  for 
advertising  material  made  out  by  the  salesman  at  his  hotel 
when  he  has  not  had  a  discussion  with  the  dealer  about  the 
usefulness  of  the  material  for  his  territory  or  had  a  promise 
from  him  to  use  it.  Whether  material  is  wisely  planned  or  not, 
it  is  folly  to  send  it  to  a  dealer  unless  he  can  be  induced  to  take 
a  favorable  attitude  toward  it. 

Most  advertisers  find  it  well  to  cut  down  the  requisitions 
of  dealers  and,  before  supplying  material,  to  exact  a  promise 
from  them  that  they  will  use  it.  This  does  not  eliminate  the 
waste  but  reduces  it.     When  the  advertiser  has  a  promise 


148  THE  ADVERTISING  HANDBOOK 

from  the  dealer,  he  has  a  good  excuse  for  following  up  the 
requisition  and  finding  out  whether  or  not  the  dealer  has 
actually  used  what  he  ordered. 

Large  advertisers  when  sending  a  dealer  signs  or  window 
fixtures  usually  send  the  sales  representative  for  that  territory 
a  card  reading  about  as  follows: 


This  is  to  inform  you  that 

of ■.  .has  requested 

This  requisition  has  been  filled.  Please  retain  this  card  until  you 
can  return  it  with  a  report  that  the  advertising  has  been  properly- 
displayed. 

Sales  Manager. 


Advertisers  of  the  type  of  the  Burroughs  Adding  Machine 
Co.  assign  advertising  matter  to  their  various  branch  offices — 
which  in  this  case  form  the  retail  outlet  for  the  product — in 
accordance  with  a  quota  system. 

Only  by  some  such  means  can  an  enormous  waste  be  pre- 
vented. It  is  notorious  that  hundreds  of  thousands  of  dollars' 
worth  of  advertising  material  goes  out  to  dealers,  either  on 
their  requests  or  on  the  requests  of  manufacturers'  or  whole- 
salers' representatives,  only  to  lie  around  and  go  finally  to  the 
waste-paper  man.  As  a  matter  of  fact,  much  advertising 
sent  out  by  manufacturers  to  dealers  is  either  poorly  prepared 
or  poorly  presented,  and  goes  to  waste  naturally.  The 
dealer  cannot  expect  to  await  every  day's  mail  eagerly  and  to 
keep  his  clerks  busy  handing  out  booklets  to  customers,  put- 
ting cards  in  packages  or  sending  circular  letters  or  samples  to 
a  mailing-list,  unless  the  advertiser  furnishes  material  that 
appeals  and  also  makes  it  easy  for  his  plan  to  be  carried  out. 

WINDOW  DISPLAYS  AND  STORE  FIXTURES 

This  section  shows  illustrations  of  a  variety  of  window  dis- 
play features  such  as  national  advertisers  furnish  their  dealers. 
These  features  are  sent  to  dealers  as  a  rule  only  on  specific 
request  and  with  a  promise  from  the  dealer  to  exhibit  the 
display  at  a  certain  time,  afterwards  returning  the  feature  or 
exhibit  to  the  advertiser  so  that  it  may  be  sent  out  again.  A 
number  of  concerns  now  specialize  on  the  creating  of  window- 


DEALER  AIDS  149 

displays  of  this  character  for  advertisers,  and  many  attractive 
and  ingenious  features  are  worked  up. 

There  is  great  need  for  simplicity  in  the  arrangement  of  such 
displays  and  for  clear  directions  about  unpacking  and  erecting. 
Often,  after  an  advertiser  has  gone  to  great  expense  and 
trouble  to  get  up  a  window-display  of  some  kind,  and  has 
presented  it  to  the  trade,  the  device  seems  so  complicated  when 
it  arrives  that  the  busy  dealer  gives  it  up  in  despair,  puts  it 
aside  until  he  has  more  time,  with  the  result  that  the  display 
stands  a  good  chance  of  being  permanently  shelved. 

A  company  specializing  in  the  creating  of  window-displays 
has  this  to  say  with  reference  to  the  sending  out  of  such  aids: 

"As  far  as  our  recommendations  today  are  concerned,  we  try  to 
get  every  manufacturer  to  get  a  written  request  from  the  dealer  for 
display  material.  We  regard  expenditure  for  display  material  as 
an  investment  on  which  the  manufacturer  should  receive  handsome 
returns.  Certainly  no  individual  would  send  his  money  out  broad- 
cast to  purchase  stocks  and  bonds  about  which  he  knew  nothing  and 
was  only  speculating  as  to  whether  he  would  get  his  principal  back, 
let  alone  interest  on  his  investment.  Window-display  materials 
cost  real  money  and  when  used  for  investment  purposes  should  be 
distributed  with  the  same  thoughtful  care  that  the  actual  dollars 
would  be." 

A  window-trimming  and  display-arranging  organization 
was  once  formed  with  the  idea  of  having  branches  in  different 
parts  of  the  country  and  handling  retail-store  displays  of  all 
kinds  for  national  advertisers,  but  the  plan  failed  through 
lack  of  support. 

Show  Cards  for  Dealers. — A  dealer  aid  of  great  usefulness 
is  the  window-display  card  or  a  card  that  may  perhaps  be  used 
either  in  a  show-case  or  a  window.  Generally,  show  cases 
can  be  used  only  for  cases  or  containers  holding  a  number  of 
packages  of  the  advertised  product.  Many  such  cases  are 
designed  so  that  they  have  display-advertising  quality. 

The  dealer  has  constant  use  for  good  window  cards.  They 
can  be  simple  and  inexpensive.  Some  of  the  most  effective 
cards  are  those  printed  in  onty  one  color  or  two  colors  and 
with  an  attachment  at  the  back  by  which  they  can  be  set  in  a 
window  at  a  slight  angle. 


150 


THE  ADVERTISING  HANDBOOK 


In  the  preparation  of  window-cards,  as  well  as  in  the  prepa- 
ration of  newspaper  electrotypes,  national  advertisers  fre- 
quently make  the  mistake  of  giving  too  much  prominence  to 
their  own  name  or  trade-mark.  It  is  better  tactics  often  to 
arrange  a  card  something  like  the  following: 


Belted  Back  Coats 

will  be 
popular  this  season. 

Blank  &  Co.  Models 

will  please 

the  most  careful  dresser. 


Just  the  thing 
to  please  her 


A  Whitman 
Sampler  Box. 


Fig.  3. 


DEALER  AIDS 


151 


In  other  words,  cards  of  this  character  look  as  if  the  dealer 
himself  prepared  them,  and  this  feature  appeals  to  him. 

Figure  3  is  an  attractive  window-display  card  furnished 
dealers  by  a  manufacturer  of  high-grade  stationery. 

If  an  advertiser  is  doing  street-car  advertising,  he  can  make 
effective  window-display  cards  by  putting  a  cardboard  ''easel 
back"  to  some  of  these. 

Some  effective  window-card  novelties  are  those  that  can  be 
illuminated  at  night  and  those  that  present  different  scenes  as 
the  observer  passes  by.  These,  of  course,  greatly  increase 
attention,  and  naturally  a  dealer  is  partial  to  features  that 
get  unusual  attention  for  his  window. 

Charging  for  Dealer  Material. — Various  advertisers  have 
found  that  an  effective  way  of  getting  dealer  material  used  is  to 
charge  the  dealer  with  the  whole  cost  or  part  of  it.     This 


Victrolas 


Fig.  4. 

requires  strategy,  for  the  dealer  is  accustomed  to  getting 
advertising  material  in  large  quantities  without  paying  even 
the  transportation  charges. 

Some  manufacturers  will  furnish  circular  letters,  address 
them,  and  send  the  material  to  the  dealer  for  maiUng  if  he 
will  pay  the  necessary  postage. 

Many  advertisers  have  sold  signs  of  such  a  character  that 
the  dealers  feel  it  worth  while  to  buy  them  for  the  sake  of  their 
business  as  a  whole. 


152  THE  ADVERTISING  HANDBOOK 

Figure  4  is  an  example  of  Victrola  signs  furnished  dealers 
by  the  Victor  Talking  Machine  Company.  In  this  case  the 
advertiser  stands  about  one-third  of  the  cost  and  the  dealer 
pays  two-thirds.  The  fact  is  that  if  the  dealer  were  to  attempt 
buying  such  a  sign  himself,  the  cost  would  be  several  times 
what  he  pays  through  the  Victor  Talking  Machine  Company, 
for  the  advertiser  in  such  cases  places  a  good-sized  order  and 
gets  a  quantity  price. 

A  number  of  advertisers  have  sold  their  dealers  a  calendar 
at  whole  or  part  cost.  The  argument  in  such  a  case  is  that  the 
calendar  is  an  effective  local  medium  and  that  the  advertiser 
makes  it  possible  for  the  dealer  to  secure  a  low  quantity  price 
on  the  job. 

No  rule  can  be  laid  down  about  charging  for  advertising 
material.  A  new  advertiser  may  not  be  able  to  do  what  a 
well  established  firm  can  do  in  the  matter  of  collecting  part 
or  the  whole  cost  of  advertising  matter. 

Imprinting  of  Dealer  Name. — A  feature  that  the  dealer  will 
insist  on,  and  with  some  reason,  is  that  his  name  shall  appear 
on  the  booklets,  samples,  or  novelties  sent  or  given  out  for  the 
advertiser.  It  may  not  always  be  possible  to  do  this  with 
such  advertising  devices  as  novelties  or  specialties,  but  the 
advertiser  should  take  care  of  it  when  possible.  It  is  usually 
feasible  to  leave  a  small  space  on  the  folder,  booklet,  blotter, 
etc.  for  the  dealer's  imprint,  and  the  advertiser  will  do  well,  as 
a  rule,  to  have  this  imprinting  done  before  the  material  is 
shipped.  Otherwise,  his  literature  will  often  be  stamped  with 
a  rubber  stamp  or  be  crudely  imprinted. 

If,  in  the  case  of  calendars,  samples  or  novelties,  it  is  im- 
practicable for  the  advertiser  to  imprint  the  dealer's  name,  he 
may  do  well  to  furnish  the  dealer  a  series  of  imprinted  cards 
with  copy  something  like  the  following: 


It  gives  me  pleasure  to  tell  you  that  I  have  received  a  limited 
number  of  the  American  Fertilizer  Company's  valuable  diary  for 
next  year  and  that  I  am  reserving  one  for  you.  Please  call  for  it 
within  ten  days. 

John  Jones,  Agent  for  Monroe  County 
118  Main  St.,  Blanktown 


DEALER  AIDS  153 

Where  dealers  ask  for  imprinting  on  expensive  novelties, 
it  is  better  to  explain  that  these  should  be  given  out  in  person, 
so  that  the  person  receiving  the  gift  will  naturally  associate 
it  with  the  giver. 

Many  advertisers  do  dealer-imprinting  in  their  own  offices, 
using  the  multigraph  or  a  job  press,  and  maintaining  slugs  of 
dealers'  names  and  addresses.  This  has  the  advantage  that  a 
special  lot  of  material  can  be  rushed  out. 

Other  advertisers  prefer  to  have  such  work  done  by  job 
printers. 

HELPING  DEALERS  WITH  DEMONSTRATIONS,  COOPERATION 
AT  FAIRS  AND  LOCAL  EXHIBITIONS,  ETC. 

Sometimes  the  most  effective  aid  to  a  dealer  is  to  furnish  a 
demonstrator  to  operate  for  a  few  days  in  his  store,  to  conduct 
a  plowing  test  with  the  advertised  tractor,  etc. 

While  advertising  in  the  programs  of  fairs,  exhibitions,  etc., 
is  usually  a  good-will  item  rather  than  an  advertisement  of 
real  force,  furnishing  the  dealer  with  appropriate  material 
for  a  booth  or,  if  possible,  having  a  salesman  or  demonstrator 
aid  the  dealer  in  conducting  a  striking  exhibition,  may  prove 
to  be  a  good  investment.  It  is  obvious  that  the  amount  of 
expense  must  be  measured  in  every  case  by  the  good  that  the 
exhibition  is  likely  to  do.  Unfortunately,  many  ''  exhibitions  " 
are  merely  money-making  affairs  planned  to  give  some  one  the 
opportunity  to  tax  local  business  firms  or  national  advertisers, 
and  it  is  not  unusual  to  have  clubbing  and  political  methods 
used  to  drag  in  unwilHng  participants.  The  advertiser  must 
discriminate  between  the  good  and  the  bad.  He  cannot 
avoid  some  good-will  contributions,  and  sometimes  real  effort 
put  behind  an  apparent  good-will  contribution  will  make  it 
a  profitable  venture. 

LETTERS  TO  DEALERS  ABOUT  USE  OF  AIDS 

Getting  retail  dealers  to  cooperate  with  national  advertisers 
is  an  art  in  itself  and  a  subject  about  which  much  may  be 
written.  The  letter  reproduced  in  Figure  5  is  merely  a 
suggestion. 


154  THE  ADVERTISING  HANDBOOK 

The  advertiser's  and  wholesaler's  salesmen  can  do  much  in  the 
direction  of  coaching  the  dealer  to  adopt  local  methods  of  sup- 
plementing national  campaigns,  especially  when  the  advertiser 
furnishes  appropriate  material.  It  is  often  necessary  for  the 
salesman  to  give  the  dealer  a  start  by  personally  installing  a 
display,  putting  up  a  sign  or  having  a  maiUng-Hst  addressed. 


ALPHACEMENT 

Tg  sled'  Hourlya  n  d  -  G  a  a  r  a  n  t  e  e  d 

Alpha  ■  Portland-  Cement  •  Compant- 

Genera  1' Of  fices  :    Easton.  Pa. 


Make  Your  Postage  Do  Double  Duty 


The  endoKd  blolta  w«  made  up  w«h  ihal  idea  in  niid.  Il  i.  of  mch  .  lize  ihal  it  wiH  Jip  eady  wta 
a  budneM  envelope.     The  bkxring  «ock  ii  1 60-Ib  material— eilra  heavy  »  ihat  ilvviB  J«tb  ink  inaUmhr. 

The  blodei.  bib  up  with  Ihe  latert  ALPHA  waiehouie  and  wajoo  ligni.  a>  the  deiign  loflow.  cMf 
the  am  deiigB.  The  four  colon  attract  favorable  attention  and  the  li<  ol  Service  Sheett  and  BuBedoa,  totelhcf 
%>idi  the  megtion  o(  the  95-page  practical  handbook.  ALPHA  CEAIENT-HOW  TO  USE  IT.  wj  brinf 
you  many  requesU  for  the  handbook  and  other  berature. 

Immediately  under  the  wording  "ASK  US  HOW,"  we  imprint  the  buiineis  addiea  of  the  ALPHA 
dealer.  Bringing  inquiren  foe  literature  on  concrete  woik  to  your  office  i>  the  biggejt  thing  we  can  do  for  you. 
Give  the*  peopU  the  ALPHA  handbook  and  the  Service  Sheeti  and  BuDetin.  on  the  work  they  are  planning 
lo  do.  When  handing  out  the  maleriaL  you  have  a  splendid  opportunity  to  inject  a  little  salei  talk  about  the 
bdUing  H|ip8e<  that  you  cany.    The  tervice  you  give  vnB  not  be  forgotten  and  you  w3l  reap  the  benefit  of  thia 


--^ 


1  ihii  letter  to  gt  today. 
Youn  to  make  1920  BOOM 

ALPHA  PORTLAND  CEMENTT  COMPANY. 


Pleate  anpcint  tor  w  teveral  hundred  of  your  new  blotten  mkJ  we  wiU  uk  them  « 


•C  oncrcte'  f  o  r-Pcririancncc' 

Fig.  5. 

The  salesman  can  also  do  much  in  the  way  of  coaching  the 
dealer  to  follow  up  inquiries  that  the  advertiser  has  referred 
to  him.  Most  advertisers  furnish  their  sales  representatives  a 
list  of  all  inquiries  turned  over  to  dealers,  so  the  salesman  can 
easily  give  these  his  attention. 


DEALER  AIDS 
MISCELLANEOUS  POINTS 


155 


Letterheads,  billheads  and  envelopes  bearing  the  manu- 
facturer's advertising  are  used  much  more  closely  than  many- 
kinds  of  advertising  matter,  for  the  simple  reason  that  they 
are  useful  to  dealers  and  get  into  the  mails  naturally.     The 


BROWN  BROTHERS 

Coal  AND  Building  Materials 

216-220  Smitt  A..nue  ' 

JONESTOWN,  PENNA.  TEitmioNE    ,« 

Our  Gttarazxtee  of  Quality  ami  om-  Service 
Co  with  Everything  \/e  SelL 


Do  You  Like  the  New  Letterhead  Design  ? 


From  our  dealers,  asking  us  if  we  I 
I  any  suggeslioos  to  make  od  the 


rleneihe^dt 


From  time  to  time  we  have  recerred  I 
cut  that  would  be  suitable  (of  their  use.  or  if  v 
they  were  (banning  to  have  printed. 

We  look  this  matter  up  with  «  6nn  of  commercial  artisU  and  asked  ihrm  to  design  for  us  a 
strong  but  ample  design  of  letterhead  for  our  dealers.  Thn  they  have  done  and  the  two-color  <&• 
play  at  the  top  of  this  page  is  the  result.  Any  comments  that  you  may  wish  to  make  about  the  new 
dcsii^  win  be  gladly  received. 

Plates  of  the  design  have  been  made  up  in  two  sizes :  one  size  suitable  for  8^  by  1 1  letter- 
sheets  and  the  other  size  for  6  by  9  lettersheels.  This  sheet  and  the  one  enclosed,  show  the  design 
io  both  sizes  and  we  have  printed  them  m  different  colors  to  bring  out  the  results  thai  may  be 
obtained.  It  requires  two  plates  for  the  printing  work  and  ) 
in  any  color  that  you  desire. 


We  a«n  b,=  gUd  U>  furnih  you.  wnhout  cod,  .  «H  of  pUl«  o(  either  ize.     Howev«,  t 
you  want  Io  use  ihe  Uiger  size  (or  pdndng  letterhe«J>  a»i  ihe  .nallef  size  fee  bilD^d^  command 
u>  for  bolh  «»i.     A.  you  know,  we  are  furnishing  dealen  with  a  large  number  of  advertising  helps 
10  promote  busness  and  these  cuts  wO  enable  you  Io  ha>e  your  printer  make  up  a  distmclive-looking 
kUerhead  or  Mlhead-ooe  that  will  stand  out  from  the  usual  lelterhe«). 

TnJyyou,^ 

ALPHA  PORTLAND  CEMENT  COMPANY 

Uyou 

wiB  send  ihe  cuts  indicated  below,  we  as«ire  you  that  we  w31  use  ll>effl. 

Set  cuts  suitable  foe  81^  by  1 1  letterheads. 

Set  cuu  suitable  for  6  by  9.  letterheadL 

3V.me 

JlJJrtu 

Fig.  6. — Letter  offering  dealer  a  letterhead  that  advertises  the  product  of 
the  advertiser.  Note  panel  at  right  in  which  dealer  can  list  the  principal 
commodities  he  handles. 

larger  dealers  are  not  so  Ukely  to  use  them  as  are  the  smaller 
dealers.  Figure  6  is  an  example  of  such  a  letterhead  and  of 
the  way  in  which  such  an  aid  may  be  exploited. 

Sometimes  as  a  means  of  stirring  the  small  dealer  to  action, 
the  new  advertiser  will  offer  to  take  the  dealer's  mailing-list 
and  send  out  a  good  circular  letter  or  a  lot  of  samples  in  the 


156 


THE  ADVERTISING  HANDBOOK 


dealer's  behalf.  Some  advertisers  will  use  the  dealer's  own 
letterhead  for  this  circularization  if  he  will  send  the  stock. 
The  weak  point  about  this,  however,  is  that  the  post-office 
stamp  shows  where  the  letters  were  mailed,  and  something  of 
the  local  effect  is  lost  if  persons  in  Richmond,  Indiana,  receiv- 
ing letters  over  a  local  dealer's  name,  see  that  they  were 
mailed  in  Chicago,  Toledo  or  Boston.     This  can  be  overcome 


^diattheii! 

a  'ivord  of  advice  hy 


L- 


Fig.  7. 


by  the  advertiser  getting  the  mail  all  ready  for  putting  in  the 
post-office  and  then  returning  it  to  the  dealer  for  mailing. 

Figure  7  is  an  example  of  a  simple  but  effective  design  for 
a  dealer  aid  card  or  blotter.  This  is  an  example  of  an  electro- 
type offered  dealers  by  the  American  Optical  Company. 

Figure  8  illustrates  what  is  known  as  a  Traveling  Display 
and  is  made  up  of  units  large  enough  to  dominate  most 
windows.  The  cut-out  figures  in  the  center  are  of  about  half 
size.  There  was  some  hand-painting  on  this  exhibit.  The 
entire  outfit  was  packed  in  strong  cases  and  sent  from  point 
to  point* 


DEALER  AIDS 


157 


Fig.  8. 


Fig.  9. — Each  of  the  pigmies  features  a  point  about  the  "Corona." 


158 


THE  ADVERTISING  HAI^DBOOK 


Fig.  10. — A  handsome  counter  feature. 


Fig.  11. 


DEALER  AIDS 


159 


Figure  9  shows  a  very  attractive  display  of  the  Corona 
Typewriter  with  a  few  '^borrowed  properties,"  which  any 
dealer  can  procure.  Each  of  the  various  Httle  figures  held  a 
card  that  covered  just  one  of  the  points  of  advantage  of  the 
Corona. 

Figure  10  is  an  example  of  a  most  artistic  perfumery  display 
feature  with  a  background  suitable  for  counter  display  pur- 
poses. The  fixture  was  about  18  inches  long  and  15  inches 
high.  Such  a  device  makes  an  attractive  setting  for  the 
merchandise  and  sets  it  apart  from  other  goods  displayed  on 
top  of  a  counter. 


w>  'Mi>^^ 


Fig.  12. — The  attraction  of  a  striking  window  display. 

Figure  11  is  a  good  example  of  an  electric  flash  sign  and  sug- 
gests also  how  such  a  fixture  must  be  packed.  When  the 
sign  is  lighted,  it  gives  the  appearance  of  a  cozy  room  in  which 
the  Sonora  is  the  chief  attraction. 

Figure  12  shows  how  an  attractive  window  display  feature 
will  draw  the  crowd  on  the  busiest  of  streets.  The  view  is  that 
of  one  of  Lord  &  Taylor's  windows,  Fifth  Avenue,  New  York. 

A  dealer  in  a  small  city  furnishes  the  following  data  with 
reference  to  the  number  of  people  passing  his  store  and  the 


160 


THE  ADVERTISING  HANDBOOK 


NEAT  LETTERING  FOR  DOORS  AND  WINDOWS 

We  now  have  in  stock  some  attractive  lettered  signs,  in  blue  and  red,  which  can 
be  put  on  the  glass  of  a  door  or  window  by  merely  moistening  the  strips  and  smooth- 
ing them  out  on  the  glass.  When  dry  they  look  so  much  like  the  woik  of  a  good 
sign  painter  that  observers  often  think  it  is  hand  lettering  Washing  the  glass 
doesn't  disturb  the  sign  after  it  has  dried  The  words  SAND,  STONE.  COAL, 
FEED,  LIME.  PLASTER  ROOFING.  SEWER  PIPE,  arc  on  separate  strips, 
so  that  you  can  make  up  any  combination  with  the  ALPHA  centerpiece  that  may  be 
desired  This  card  shows  the  ALPHA  centerpiece  arranged  to  good  advantage 
with  the  words  SAND  and  STONE. 

This  new  form  of  sign  is  sure  to  draw  attention  of  people  to  the  lines  that  you 
want  to  feature.  Check  ofl  the  words  that  you  can  use  to  advantage  and  we  will 
send  you  the  set  by  return  mail 

ALPHA  PORTLAND  CEMENT  CO. 


FILL  OUT  AND  MAIL  THIS  CARD 

Be  aure  to  check  other  side. 


Date- 


Alpha   Portland  Cement  Co. 

Easton,  Pa. - 
Gentlemen  : 

In  accordance  with  your  offer  please  send  a  set  of  your  new  transparent 
signs  suitable  for  doors  or  windows  In  addition  to  the  ALPHA  centerpiece,  we 
would  like  to  have  the  words  that  we  have  checked  on  the  other  side  of  this  card. 

We  will  sec  that  this  lettering  is  put  up  promptly. 


Name  — 
Address 


(If  two  of  the  ALPHA  centerpieces  can  be  used  to  advantage,  ask  for  two.) 

Fig.  13. 


ALPHA 

THE   GUARANTEED 
PORTLAND 

CEMENT 


SIONE 


COAL  FEED  LINE 
FUSTO  llinK  hVt>'£ 


Fig.  14. — Part  of  mailing  card  shown  in  Fig.  13. 


DEALER  AIDS 


161 


proportion  of  these  who  stopped  to  look  at  a  special  window- 
display  feature : 

*'The  number  passing  between  8  A.  M.  and  6  P.  M.  was  2430,  but  of 
these  1875  glanced  at  the  window  displays  or  stopped  to  inspect.  From 
8  A.  M.  to  9  P.  M.  the  number  was  3743, 
and  2794  of  these  looked  in,  showing  that 
the  lighted  windows  attracted  more  atten- 
tion than  by  daylight." 

Figure  13  illustrates  how  '  Vindow- 
sticker  signs"  were  presented  to 
building-material  dealers.  Ordinarily, 
dealers  object  to  sticker  signs,  but  if 
these  can  be  made  artistic  or  made  to 
advertise  a  number  of  commodities 
that  the  dealers  handle,  they  are 
wiUing,  as  a  rule,  to  have  such  signs 
on  their  windows  and  doors. 


Fig.  16. 


Fig.  15. 


The  strips  illustrated  in  Figure  14  were  in  red,  white  and  blue 
and  could  be  arranged  in  various  ways  according  to  the  incli- 
nation of  the  dealer  or  the  advertiser's  salesman.  It  is  only 
necessary  to  moisten  such  signs  in  order  to  apply  them  to  glass. 

Figures  15  and  16  show  a  compact  counter  case  for  the 
Conkhn  Fountain  Pen  and  a  counter  fixture  of  particularly 
distinctive  design  for  the  Venus  pencil.  The  Venus  case  was 
decorated  in  the  mottled  green  that  is  characteristic  of  the 
Venus  pencil.  Such  counter  cases  will  largely  increase  the 
sales  of  small  merchandise  hke  pencils  and  pens. 
11 


162 


THE  ADVERTISING  HANDBOOK 


Number  of  Dealers 
In  Different  Lines  in  the  United  States — 1918 
(Compiled  by  Buckley,  Dement  &  Co.,  Chicago) 


State 


Agricul- 
tural 
imple- 
ments 


Boots  and 
shoes 
(retail) 


Clothing 
dealers 
(retail) 


Druggists 
(retail) 


Alabama 

Arizona 

Arkansas 

California 

Colorado 

Connecticut 

Delaware 

District  of  Columbia 

Florida 

Georgia 

Idaho 

Illinois 

Indiana 

Iowa 

Kansas 

Kentucky 

Louisiana 

Maine 

Maryland 

Massachusetts 

Michigan 

Minnesota 

Mississippi ...  % 

Missouri 

Montana 

Nebraska 

Nevada 

New  Hampshire 

New  Jersey 

New  Mexico 

New  York 

North  Carolina 

North  Dakota 

Ohio 

Oklahoma 

Oregon 

Pennsylvania 

Rhode  Island 

South  Carolina 

South  Dakota 

Tennessee 

Texas 

Utah 

Vermont 

Virginia 

Washington 

West  Virginia 

Wisconsin 

Wyoming 

Total 


32 

18 

20 
275 
163 

41 

'22 

7 

6 

47 

84 

1,404 

737 

1,309 

845 

180 

39 

92 
142 

44 

866 

1,114 

14 
653 
202 
870 

10 

22 
108 

26 
544 

37 
807 
847 
400 
128 
602 
1 

15 
538 
104 
359 

53 

22 
131 
187 

46 
1,019 

26 


15,258 


313 

85 

132 

1,158 
274 
575 
69 
101 
243 
438 
151 

1,462 
979 
538 
531 
506 
279 
369 
421 

1.507 

1,573 
775 
144 
968 
114 
500 
50 
272 

1,195 
53 

3,367 
357 
116 

2,170 
297 
217 

3,042 
205 
337 
154 
591 
453 
113 
161 
395 
401 
231 

1,001 
62 


197 

79 
175 
768 
272 
370 

64 

87 
169 
436 
130 
1,207 
781 
777 
495 
372 
237 
413 
259 
844 
1,044 
605 
130 
761 
149 
329 

39 
205 
583 

34 

1,570 

292 

146 

1,349 

398 

191 

2,033 

94 
272 
179 
399 
621 
116 
158 
430 
437 
318 
648 

53 


750 

75 

900 

1,075 

600 

550 

100 

200 

490 

1,000 

240 

2,900 

1,825 

1,700 

1,000 

875 

600 

400 

415 

1,525 

1,500 

860 

675 

2,500 

220 

900 

50 

230 

1,000 

130 

3,950 

700 

450 

1,475 

1,275 

400 

3,200 

250 

475 

450 

675 

2,300 

150 

175 

600 

600 

325 

975 

80 


29,445 


22,784 


43,790 


32,472 


DEALER  AIDS 


163 


Number  of  Dealers 

In  Different  Lines  in  the  United  States — 1918 — Continued 

(Compiled  by  Buckley,  Dement  &  Co.,  Chicago) 


state 


Grocers 
(retail) 


General 
(stores) 


Hardware 
(retail) 


Jewelers 
(retail) 


Lumber 
(dealers) 


Alabama 

Arizona 

Arkansas 

California 

Colorado 

Connecticut 

Delaware 

District  of  Columbia . 

Florida 

Georgia 

Idaho 

Illinois 

Indiana 

Iowa 

Kansas 

Kentucky 

Louisiana 

Maine 

Maryland 

Massachusetts 

Michigan 

Minnesota 

Mississippi 

Missouri 

Montana 

Nebraska 

Nevada 

New  Hampshire 

New  Jersey 

New  Mexico 

New  York 

North  Carolina 

North  Dakota 

Ohio 

Oklahoma 

Oregon 

Pennsylvania 

Rhode  Island 

South  Carolina 

South  Dakota 

Tennessee 

Texas 

Utah 

Vermont 

Virginia 

Washington 

West  Virginia 

Wisconsin 

Wyoming. .' 


,400 
175 
,200 
100 
,900 
800 
600 
400 
900 
,950 
200 
,800 
,900 
700 
500 
,277 
700 
800 
500 
,700 
,000 
200 
,700 
,400 
250 
,100 
115 
800 
,300 
200 
,000 
,100 
250 
000 
700 
,100 
000 
,400 
700 
250 
850 
100 
500 
575 
,600 
,400 
,450 
,200 
100 


Total 172,842 


7,000 

300 

6,300 

1,800 

825 

400 

400 

5 

2,500 

7,700 

690 

4,800 

3,800 

3,400 

2,800 

7,400 

4,500 

1,350 

2,500 

600 

2,800 

3,200 

6.900 

5,600 

475 

2,000 

225 

450 

1.019 

775 

3,600 

7,500 

1,500 

4,900 

3,305 

960 

7,800 

150 

4,400 

1,100 

6,500 

6,500 

675 

625 

7,000 

1,300 

4,900 

3,400 

265 


307 

63 

368 

860 

291 

195 

56 

36 

193 

367 

191 

2,099 

1,117 

1,526 

1,250 
463 
149 
262 
232 
565 

1,351 

1,283 
196 

1,321 
197 

1,015 

48 

109 

529 

86 

1,931 
332 
610 

1,844 
867 
222 

1,665 

72 

187 

519 

334 

1,217 
59 
146 
330 
423 
242 

1,164 
90 


147,984 


28,979 


225 

55 
250 
900 
275 
260 

45 
100 
150 
300 
100 
1,675 
875 
925 
600 
300 
200 
260 
240 
700 
830 
625 
175 
900 
125 
500 

30 
150 
575 

60 

2,150 

250 

225 

1,300 

460 

250 

1,700 

75 
150 
250 
250 
775 

70 
125 
280 
375 
225 
625 

60 


226 

80 
375 
750 
525 
325 
100 
25 
150 
225 
175 

1,900 
800 

1,800 

1,075 
300 
205 
460 
400 
725 

1,250 

1,325 
265 

1,200 
225 

1,600 

40 

400 

675 

86 

1,620 
370 
800 

1,450 

1,200 
426 

1,550 
126 
160 
575 
350 

1,200 
126 
350 
926 
400 
360 

1,200 
75 


22,000 


30,925 


SECTION  9 
THE  WRITING  OF  COPY 

Important  Place  of  Copy. — The  great  interest  manifested 
during  the  last  ten  or  twelve  years  in  research  work  as  a  pre- 
liminary to  advertising,  the  coordination  of  advertising  with 
distribution  and  with  selling  practice,  etc.  has  brought  about 
a  disposition  to  regard  the  copy  part  of  the  advertising  cam- 
paign as  a  secondary  consideration — something  that  can  be 
easily  attended  to  by  almost  anybody  when  all  the  ramifica- 
tions of  the  promotion  plan  have  been  worked  out. 

Copy,  however,  is  the  advertiser's  message,  his  contact 
with  his  public  or  the  public  that  he  hopes  to  make  his.  Unless 
the  messages  are  prepared  with  great  thought  and  skill,  all  of 
the  varied  prehminary  work  will  come  to  naught. 

It  is  easy  to  fill  costly  advertising  space  with  smooth- 
sounding  words  and  nicely  balanced  sentences.  It  is  easy  to 
have  illustrations  of  fair  quality  drawn. 

It  is  quite  another  thing  to  have  illustrations  so  strong  in 
attention-attracting  and  demonstration  quality  as  to  draw 
instant  favorable  attention  from  the  group  to  be  reached,  and 
it  is  no  easy  task  to  plan  a  message  that  will  drive  home  the 
advertiser's  story  and  to  put  it  into  words  that  will  do  this 
work  with  the  most  efficiency  and  least  cost. 

Basis  for  Copy. — As  is  indicated  by  other  sections  of  this 
volume,  good  copy  cannot  be  written,  no  matter  what  the 
skill  of  the  writer  may  be,  until  the  proper  preliminary  work 
has  been  done,  and  the  writer  has  the  facts  that  he  may  need 
about : 

The  product  itself, 
Its  history, 

Materials  of  which  made, 
Processes  of  manufacture, 
History  of  manufacturer  or  merchant, 

164 


THE  WRITING  OF  COPY  165 

Trade  conditions :  possibilities  for  article, 
Situation  with  respect  to  competitive  articles, 
Audience:  characteristics  of,  their  location,  their  age,  edu- 
cation and  environment,  their  reading,  living, 
and  buying  habits. 

For  a  more  elaborate  study  of  all  that  may  precede  the 
writing  of  good  copy,  see  the  chapter  dealing  with  Marketing 
Campaigns.  Of  course  it  does  not  follow  that  every  item  of 
this  data  is  essential  in  every  case.  It  does  happen  that  some- 
times a  copy-writer  is  called  upon  to  write  advertising  matter 
for  some  subject  that  he  knows  so  well  that  no  investigation 
is  necessary.  Again,  it  may  happen  that  only  a  few  new  facts 
are  needed. 

Questions  that  the  Copy-Writer  may  Ask  Himself. — The 
requirements  set  forth  in  the  preceding  paragraphs  may  be 
conveniently  put  into  a  number  of  questions  that  the  copy- 
writer may  ask  himself,  forming  a  safe  quiz  as  a  copy-writing 
preliminary. 

1.  Just  what  am  I  selling  or  trying  to  make  people  believe? 

2.  What  point  or  points  about  it  should  be  emphasized? 

3.  To  whom  must  I  address  myself?  Where  do  they  live  and  how 
do  they  live?  What  are  their  ages,  their  environment,  their  education, 
their  sex,  their  reading,  living,  and  buying  habits? 

4.  What  shall  I  incorporate  in  the  headline  or  first  sentence  of  my 
appeal? 

5.  Will  illustration  help  my  message?  If  so,  what  style  and  size  is 
most  suitable? 

6.  What  medium  is  to  be  used  in  presenting  the  advertisement? 

7.  How  large  shall  the  advertisement  be?  Is  it  best  to  tell  the  entire 
story  in  one  large  advertisement  or  to  give  a  point  or  two  at  a  time  in 
smaller  advertisements? 

8.  What  style  of  appeal  and  language  is  likely  to  be  most  effective? 

9.  Is  my  audience  so  varied  that  I  must  have  different  appeals  for  the 
different  groups  that  compose  it? 

10.  What  action  can  I  reasonably  hope  to  get  from  my  readers? 

11.  How  can  I  make  it  easy  for  that  action  to  be  taken? 

12.  Is  there  any  way  by  which  I  can  key  or  check  the  effects  of  this 
advertising? 

13.  How  shall  I  support  and  follow  up  this  advertising? 

14.  How  can  I  experiment  or  test  my  appeal  before  spending  a  con- 
siderable amount  of  money  on  it? 


166  THE  ADVERTISING  HANDBOOK 

Copy  should,  of  course,  be  written  with  the  strictest  regard 
for  the  advertiser's  marketing  plan,  so  that  it  will  reflect  what 
he  is  really  offering  to  do,  will  appeal  to  the  consumer,  dealers, 
dealers'  salesmen,  perhaps  wholesalers  and  wholesalers'  sales- 
men and  even  to  the  manufacturer's  own  sales  manager  and 
salesmen.  Unfortunately  a  great  deal  of  advertising  is 
ineffective  just  because  it  was  prepared  and  inserted  without 
due  regard  for  the  many  classes  of  people  it  was  supposed  to 
help  or  because  it  did  not  fit  the  selling  plan  of  which  it  is  a  part. 

Considerable  that  has  appeared  in  preceding  sections  of 
this  volume  will  aid  in  forming  intelligent  answers  to  the  fore- 
going questions.  In  following  pages  there  is  a  detailed  con- 
sideration of  various  factors  of  copy- writing  that  bear  on  the 
fourteen  items  listed.  Such  large  topics  as  Illustration  are 
dealt  with  in  other  sections  of  the  book. 

Analysis  of  Copy  Subject. — The  trained  advertisement- 
writer  works  much  as  a  good  newspaper  reporter  works.  He 
goes  into  his  subject,  picks  it  apart  so  as  to  determine  what 
there  is  about  it  that  will  interest  the  particular  type  of  audi- 
ence that  is  to  be  addressed.  If  the  product  is  a  washing 
machine  he  will  want  to  know  all  the  good  features  of  the 
machine  and  try  to  understand  how  these  will  appeal  to 
women.  In  doing  this  he  should  not  trust  entirely  to  his  own 
mind  but  should  get  women  to  inspect  the  machine  and  get 
their  impressions  and  questions.  Then  he  will  be  in  the  best 
position  to  decide  what  points  shall  be  featured  as  the  major 
points  of  the  appeal  and  which  as  secondary  points.  He 
may  find  that  an  instalment-payment  plan,  the  so-called  ''Club 
Plan"  of  buying,  may  prove  so  attractive  that  the  leading 
appeal  of  the  advertisement  will  be  ''You  can  now  have  one 
of  these  wonderful  Elmira  Washers  at  only  $2  a  week."  Or 
it  may  be  that  a  distinctive  selling  point  of  the  machine  should 
be  made  the  chief  appeal:  "The  only  washing  machine  that 
forces  the  dirty  water  away  from  the  clothes."  Possibly  he 
may  have  to  write  advertisements  for  some  communities 
where  people  are  not  generally  convinced  of  the  desirability  of  a 
washing  machine  and  use  an  appeal  that  will  emphasize  how 
the  Elmira  Washer  saves  not  only  hours  of  hard,  back-breaking 
labor  but  the  clothes  also. 


THE  WRITING  OF  COPY  167 

The  copy- writer's  work  may,  therefore,  be  said  to  cover: 
(1)  gathering  all  the  pertinent  information;  (2)  deciding 
which  shall  be  used;  (3)  arranging  appeals  or  arguments  in 
their  most  effective  order,  if  a  number  are  to  be  used.  In 
the  case  of  the  product  referred  to,  this  might  possibly  be  the 
following  arrangement: 

1.  Distinctive  feature  of  the  machine  used  as  an  attention-attractor. 

2.  Elaboration  of  this  feature  in  a  logical  and  convincing  argument 
for  the  purchase  of  such  a  washer. 

3.  Convenient  or  easy  purchase  plan. 

4.  Strong  closing  suggestion,  so  as  to  induce  action. 

THE  VARIETY  OF  APPEALS 

As  is  pointed  out  in  the  chapter  devoted  to  the  Psychology 
of  Advertising,  the  range  of  human  motives  or  instincts  is  a 
very  wide  one.  Sometimes  general  charts  are  made  up  to 
suggest  helpfully  what  a  copy-writer  may  use  in  the  way  of 
appeals.  But  a  chart  to  cover  every  subject  must  be  so 
general  that  its  very  wide  range  is  almost  confusing.  Time- 
saving,  and  money-saving,  for  example,  are  two  of  the  most 
common  appeals  made  in  advertising  copy  and  yet  these  mean 
nothing  to  the  purchaser  who  is  looking  first  of  all  for  a  stylish 
shoe.  Cleanhness  and  purity  mean  much  in  food  advertising 
and  nothing  in  selhng  a  motor  boat. 

Here  are  some  of  the  most  common  appeals  used  in  advertis- 
ing: money-saving,  time-saving,  style,  pleasure,  convenience, 
comfort,  luxury,  healthfulness,  personal  pride,  service, 
strength,  exclusiveness,  distinctive  package,  distinctive  plan 
of  payment,  striking  color,  pleasant  taste,  agreeable  tone, 
dehcate  odor. 

Figure  1  is  an  example  of  a  copy  chart  showing  the  different 
appeals  or  points  that  entered  into  one  campaign — that  for 
the  Fourth  Liberty  Loan.  In  this  case  the  audience  appealed 
to  was  such  a  large  one  that  a  variety  of  appeals  was  used, 
some  for  one  group  of  readers,  others  for  another. 

Unless  a  writer,  after  gathering  the  full  information  needed 
is  very  clear  as  to  just  what  appeals  should  be  made  or  what 
selling  points  should  be  featured,  he  may  do  well  to  prepare 
such  a  chart  as  the  one  depicting  the  appeals  of  the  Fourth 


168 


THE  ADVERTISING  HANDBOOK 


Liberty  Loan.  Often  charts  are  a  decided  help,  not  only  to 
the  writer  of  the  copy  but  to  employers,  committees  and  others 
who  may  be  interested  in  seeing  what  the  motive  of  the  copy  is. 

FOURTH  LIBERTY  LDAN 

NEWSPAPER  ADVERTISING 


DIEECTOR  OF  PUBUCITV 

R.E.NORTON 


COPY 


JURY 


J.AVVDOD  H.C.BROWN  M.F.HANSON  ALDENMARCH  JT.SPURGEON| 


COPY   COMMITTEE 


6.E.GABLE   T.J.MULVEY  I.F.PASCHALL 


TYPE  fy  PLACING 
I  T.H.WARREN 


THRIFT 

Results  of  buying  Bonds 
Benefits  of  saving 


SACRIFICE 

Comparisons  of  sacrifice 
Reasons  for  sacrifice  — 


SECURITY 

Backing,  percentage, 

safety. 


PATRIOTISM 

Love  of  courxtry. 
Love  of  Fla^  —  - 


V^.L.LARNED- 


HOPE 

For  success  of  loan 
For  success  of  War 


FEAR 

For  outcome  of  War 
For  success  of  Loan 


I     ANALYSIS 
Where  the  billions 
_go 


SHAME 
Condemnation  of  sladcers 
Examples  set  by  others 


PRIDE 

In  country, vocation , 
history,  and  oar  army. 


GRATITUDE 

Tb  our  men,  our  allies 
and  to  Ood 


RESPONSIBILITY 

lb  our  man,  our  allies, 
our  familiM,and  humanity 


HATE 

Caused  by  atrocities, 
broken  integrity.etc. 


COMPETITION 

With  neighbors 
VTlth  other  communities 


Fig.  1. 


Copy-writing  cannot,  however,  be  reduced  to  mere  charts 
any  more  than  oratory,  story-writing  or  newspaper-writing 
can  be.  In  one  case,  very  interesting  and  effective  copy  might 
be  written  with  the  history  of  the  founder  cf  the  business  or 
the  development  of  the  business  as  the  main  appeal.  In 
other  cases  such  an  appeal  might  be  decidedly  tame. 


THE  WRITING  OF  COPY 


169 


Where  is  John  MTormack? 


Where  is  John  McCormack?  In  Australia?  Yes— but  his 
greatest  gift  to  humanity  is  never  further  away  than  the  nei^st 
Victrola.  Victor  Records  by  the  world's  great  artists  represent 
moments  of  inspired  achievement,  and  contain  not  otily  the 
notes  they  sang  or  played,  but  their  very  intent.  When  you 
hear  their  Victor  |lecords  on  the  Victrola  you  hear  the  great 
artists  exactly  as  they  themselves  have  chosen  to  be  heard. 

Victrolas  $25  to  $1500.  New  Victor  tlecords  on  sale  at  all 
dealers  on  the  1st  of  each  month. 


Victrola 


Victor  Talking  Machine  Co.  d7.!s^i:!^'t^rrf.CL 

_,.,".  VICTOR  TALKINOMACHWE.  CO. 

Camden,  New  Jeney  cia<i«i.  n.  j. 


4nwMWMWif'''i'ir'ninniniM«JUMioa''''"'" 
Fig.  2A. 


■"■'"■'■'■'■'■'lal 


170 


THE  ADVERTISING  HANDBOOK 


f^T>^TrA^»TakKAf.K4»vK.K.».H^H*H^«4H^K^X[^ir4^K^»>«^U4F^^ 


Look  at  this  for  a  program! 


[££ 


It  is  possible  on  the  Victrola  only !  For 
only  with  Victor  Records  on  the  Victrola 
do  you  get  the  subtle  shades  of  color,  tone, 
and  interpretation  which  mean  pre-emi- 
nence. When  you  hear  Victor  Records 
played  on  the  Victrola,  you  hear  precisely 
what  each  artist  heard  and  approved  as  his 
or  her  own  work.  Any  other  combination 
must  necessarily  be  less  than  the  best. 

Be  sure  you  get  a  Victrola  and  not  an 
imitation.  $25  to  $1500.  Victor  dealers 
everywhere.  New  Victor  Records  demon- 
strated at  all  dealers  on  the  1st  of  each 
month. 

VICTROLA 

■  cs.u. «  MT  orr. 

Victor  Talking  Machine  Co» 

Camden,  New  Jersey 


Fig.  2B. 


THE  WRITING  OF  COPY  171 

Very  often  the  starting  point  of  an  advertisement  is  a  striking 
photograph,  an  appeaUng  drawing,  a  news  item,  an  incident, 
the  experience  of  the  user  of  a  product,  or  some  other  such 
basis  which  necessitates  that  the  secondary  matter  be  some- 
thing to  harmonize  with  the  leading  thought. 

These  Victrola  advertisements  in  Fig.  2  are  based  on  a  high- 
class  musical  program  such  as  Victor  artists  make  possible, 
and  the  personahty  and  popularity  of  one  Victor  Artist. 

These  two  exhibits  are  fine  examples  of  how  copy  ideas 
somewhat  apart  from  the  product  itself  but  deahng  with  its 
service  can  be  worked  up  into  effective  appeals.  In  the  one 
case  the  popularity  of  John  McCormack  is  used  as  the  ''point 
of  contact"  with  the  public.  The  other  advertisement  is  built 
on  the  simple  but  effective  copy  idea  of  the  high-class  musical 
program,  from  which  starting  point  the  conclusion  is  built  up 
that  such  a  program  at  its  best  is  possible  only  by  the  use 
of  the  instrument  that  the  artists  chose. 


SIMPLE  FORMULA  FOR  EFFECTIVE  ADVERTISING 

Probably  the  most  simple  formula  for  effective  advertising 
ever  written  was  that  devised  mainly  by  the  George  Batten 
Co.  The  Batten  Company  declared  that  to  be  effective  an 
advertisement — 

Must  be  seen, 
Must  be  read. 
Must  be  beheved. 
Must  be  remembered. 

The  first  requisite  makes  it  necessary  that  an  advertisement 
have  such  an  attractive  headline,  illustration  or  general  ap- 
pearance that  it  commands  attention,  and  this  involves  some- 
thing more  than  copy. 

Attention  may  be  earned  by  many  different  appeals  to  the 
eye  and  mind.  The  eye  is  the  window  of  the  mind  so  far  as 
printed  advertising  is  concerned.  Action  (depicted  or  actual 
action),  art,  color,  contrast  of  values  in  display,  personal 
interest,  may  all  prove  effective  in  securing  attention. 


172 


THE  ADVERTISING  HANDBOOK 


The  second  requisite  means  that  the  copy  must  be  so  in- 
teresting or  appeaUng  as  to  hold  the  attention  of  the  reader 
that  has  been  for  the  moment  secured. 

To  induce  the  reader  to  beh'eve  is  perhaps  the  most  difficult 
of  all  the  requirements.  To  accomplish  this  the  copy  must  be 
just,  must  be  convincing,  must  be  satisfying. 

Finally  if  the  reader  forgets  what  he  saw,  read,  and  for 
the  time  being  believed,  the  advertiser  is  not  helped.     So 


'*Arid  a  can  of  White  Hoiisf^  Co||ee.  please. 
No!  I  must  fiave  White  House  ^nothing' 
else  will  do. 


0xe  nqiHSfior  qtoUl^  el 


White  House  *"^"* 

Coffee  and  Teas  i 


Never  add  b  bulk,  but  in  this  aU-tin  package.  A 
picture  of  the  White  House  on  CAch  tin.  An  un- 
broken label  is  our  guarantee  and  your  [Ht^ection. 

DWINELL- WRIGHT  COMPANY 

Principal  Coffet  Roatttr,  BCSTON-CHICAGO 


Fig.  3. — This  advertisement  begins  with  a  "conversational  opening"  that 
is  very  appropriate  for  the  illustration  but  the  copy  appeal  is  not  pointed. 
Every  advertiser  of  coffee  argues  for  goodness  and  economy.  More  empha- 
sis could  be  placed  on  the  all-tin  package. 

there  must  be  something  about  the  message  to  inipress  the 
reader.  Then  if  the  proposal  of  the  advertiser  is  not  some- 
thing to  be  acted  on  at  once,  there  will  remain  on  the  mind  an 
impression  that  will  help  the  advertiser  later.  Some  sub- 
stitute ''must  cause  reader  to  act"  as  the  fourth  requisite, 
rather  than  ''must  be  remembered."  In  some  kinds  of 
advertising  immediate  action  would  be  more  desirable  than 
remembering.  The  product  and  plan  of  selling  determines 
this. 


THE  WRITING  OF  COPY  173 

CENTRAL  COPY  IDEA 

There  are  many  campaigns  in  which  each  advertisement  is 
a  separate  unit  and  where  nothing  is  to  be  gained  by  having  a 
connection  among  the  various  pieces  of  copy.  Much  retail 
advertising  is  of  this  class.  In  many  other  cases,  however, 
there  is  a  product  to  be  advertised  possessing  a  strong  feature 
that  should  be  emphasized  in  all  advertisements.  The  leading 
feature  or  point  may  not  necessarily  be  connected  with  the 
product  but  may  be  a  feature  of  the  advertiser's  business — 
the  location  of  his  store,  his  plan  of  selUng,  etc.  Illustrations 
are  found  in  Ivory  Soap,  which  has  been  advertised  consistently 
as  being  99.44  per  cent,  pure  and  as  being  a  soap  that  floats. 
Throughout  all  the  advertising  of  the  Buick  Automobile  the 
"valve  in  the  head"  feature  has  been  wisely  exploited.  The 
Larkin  Company,  on  the  other  hand,  features  the  "Factory 
to  Family"  point  in  all  Larkin  pubHcity.  The  advertisers 
of  the  Bundy  Steam  Trap  keep  hammering  on  the  fact  that 
the  Bundy  is  operated  by  the  force  of  gravity — has  nothing  in 
its  general  principle  that  can  go  wrong. 

Details  may  be  forgotten  but  these  distinctive  features  of  the 
advertiser's  product  or  of  his  plan  of  selling  can  be  so  impressed 
on  the  minds  of  readers  that  they  will  remain. 

A  series  of  advertisements  carrying  a  central  thought  has  a 
cumulative  effect  that  separate  advertisements  do  not  possess. 
Suppose,  for  example,  that  an  advertiser  was  the  originator  of 
the  kitchen  cabinet.  He  may  keep  repeating  this  in  such  a 
way  as  to  carry  the  suggestion  that  as  his  product  was  the  first 
article  of  its  class  there  has  been  the  greatest  chance  to  work 
out  improvement,  to  secure  the  important  patents,  to  test 
every  feature  through  long  experience,  etc. 

To  have  much  effect  the  central  thought  must  be  a  point 
of  real  value.  The  advertiser  who  merely  repeats  that  he  was 
"  EstabUshed  in  1848"  is  featuring  such  a  commonplace  point 
that  he  is  not  likely  to  make  any  great  impression.  If  he  in- 
troduces a  little  novelty  into  this  and  runs  the  phrase  as  "For 
Fifty  Years  America's  leading  manufacturer  of  Hickory 
Furniture"  he  has  a  better  chance. 


174 


THE  ADVERTISING  HANDBOOK 


Four  Reasons  Why  You  Should  Buy 
The  Noiseless  Typewriter 


I— It  Ls  durable  -  -  - 
2 — It  is  speedy  ~  —  ~ 
3 — //  does  beautiful  work 
4— It  is  noiseless     -    — 


THREE  of  the  (our  reuona  g 
above  might  be  called  commo 
any  good  typewriter  But  the  fo 
u  exclusively  a  Noiseless  feature. 

It  IS  the  feature  that  sets  this  woi 
machine  above  and  apart  from,' 
other  and  makes  it  mdeed  "The  'J  1 
writer  Plus."  After  all.  m  t! 
of  progress,  why  should  any  t 
noisy  typewriter? 

SomeUmes  a  business  man 
that  he  realizes  the  value  of  7>ie  •  i 
less  Typewriter  but  his  only  q«  j 
»s— "Will  It  stand  up"? 

In  answer,  we  need  but  poi 
thousands  of  machines  that  h 
in  constant  daily -use  for  four, 
SIX  years  I     And  to  the  list  of 

Reasons  No.  2  and  No.  3  i 
easily  demonstrated.     As  a  r 

THE    NOISELES; 


fact.  slenoKraphert  wfio  uie  The  Noiw 
leM  Typewriter  will  tell  you  that  they 
can  do  more  work  and  better  work  on 
It  than  on  any  other  machiae  they  have 

■  I^  •  Nco^len;  Typewriter  bnng,  you " 


^hc  No  J 


(C) 


sel 


p^*: 


ffsl^V^H^ 


RITE 


"^^umA 


er  nine' 


nozu 


f^,i^. 


^'"Private  Seen 


'etary' 


/ 


/l\ 


Rattle 


Noi«e 


May 


itev€i!£^S: 


Sji»°<oi'A; 


f '=  Secretary.  "%r^7''-r  n;„e"is  now  "M" 
'    ""'•'orboot|e,_.._.     * 


cPte 


ri^f^"--*,, 


(a)  (&)  -  - 

Pig.  4. — Three  examples  that  illustrate  how  the  advertising  of  one  firm  may  take 
different  styles-  The  "Rattle  Noise"  picture  (o)  is  a  good  example  of  the  appropriate 
use  of  humor  in  advertising.  The  example  telling  the  story  of  "Number  Nine"  (6)  is 
an  adroit  appeal  to  the  ambitious  stenographer.  The  other  example  (c)  is  a  plain 
"  Reason  Why"  advertisement.  All  are  excellent  of  their  kind.  It  is  probably  not  easy 
for  even  the  advertiser  to  say  which  style  is  the  most  effective.  The  humorous  style 
may  be  unusually  effective  for  a  year  and  then  prove  tiresome.  Likewise,  the  plain 
reasoning  may  become  tiresome  after  a  year's  campaign. 


THE  WRITING  OF  COPY  175 

STYLE  OF  COPY 

Advertising  affords  room  for  a  great  variety  of  copy.  No 
one  style  is  suited  to  all  the  many  products  and  services  that 
are  advertised.  The  advertiser  of  homes  and  investments  can 
hardly  adopt  the  colloquial  style  that  may  be  very  effective 
with  tobacco  and  shaving  cream.  That  which  may  draw  a 
crowd  to  the  circus  or  a  breezy  show  might  draw  a  crowd 
to  a  bank  but  a  crowd  with  a  different  purpose  and  one  that 
might  wreck  confidence  in  the  bank.  And  yet  this  does  not 
mean  that  bank  advertising  must  be  staid  or  necessarily 
always  serious.  It  may  be  cordial  and  direct  but  should 
not  be  flippant  or  sensational. 

The  best  study  of  style  in  advertising  composition  is  found 
in  the  pages  of  leading  magazines  and  newspapers.  The  variety 
is  so  great  that  all  of  the  pages  of  this  Handbook  might  be 
filled  with  examples  of  different  styles  without  exhausting 
the  subject. 

Some  of  the  most  familiar  classes  of  copy  are : 

1.  The  colloquial,  personal  or  cordial  style,  which  closely  resembles 
oral  conversation,  the  advertiser  using  "You,"  "I,"  and  "We"  freely 
and  addressing  himself  very  directly  to  his  audience. 

2.  The  explanatory  advertisement  that  in  a  plain,  matternDf-fact 
way  gives  the  most  essential  or  interesting  information  about  a  product 
with  no  attempt  to  weave  human  interest  into  the  description. 

3.  The  story  style  of  advertisement  based  on  an  incident  or  an 
experience. 

4.  The  news  style  of  copy,  which  takes  as  a  starting  point  something 
of  current  news  value. 

5.  The  argumentative,  or  reasoning,  advertisement  which  may  start 
out  with  a  heading  such  as  "Ten  Reasons  Why  You  Should  Buy  the 
Leland  Tractor." 

6.  Copy  that  does  its  work  largely  by  inference  or  suggestion  rather 
than  by  full  explanation,  a  detailed  story,  or  by  complete  reasoning. 

7.  The  extremely  conservative  or  dignified  style  of  advertising  illus- 
trated by  the  hand-lettered  announcements  of  high-class  jewelry  stores, 
consisting  of  perhaps  only  a  sentence.  • 

8.  The  humorous  style  of  copy,  which  seeks  to  convey  a  message 
through  entertainment. 

No  one  of  these  styles  of  composition  is  sharply  separated 
from  the  others.  An  advertisement  may,  for  example,  have 
a  humorous  beginning  and  a  serious  or  earnest  ending.     An 


176 


THE  ADVERTISING  HANDBOOK 


Sw-t^j  one  «!) 


THE 


p^^^vi^  i     California  Service  Restored 


The  Pacific  Limitid'n  igain  in  tenrice  via  the  ChicagOi 
Milmukee  &  St.  Paul  Railway  to  Californii. 
Leave    Chicago  (Union   Station)   10:4;  •.m. 
Arrive  San  Francisco  8:jo  (third  morning!) 
Daylight    departure    firon\,  £°kf cago  and  dajrEght 
arrival  in  San  "        "'" 


Fig.  5. — In  the  Pacific  Limited  advertisement  advantage  is  taken  of  the  news  value 
of  the  restoring  of  California  service.  In  the  De  Laval  specimen  the  cows  are  made  to 
present  argument  in  favor  of  a  well  known  cream  separator.  The  De  Laval  Separator 
Company  says  that  it  has  reason  to  believe  that  the  change  in  style  of  copy  proved  to 
be  an  effective  change,  temporarily  at  least. 

The  Lily  Cups  example  is  a  most  unusual  example  of  novel  presentation.  After  a 
campaign  of  this  reminding  style  of  copy  the  advertisers  of  Lily  Cups  used  a  more  edu- 
cational appeal.     Very  likely  their  original  purpose  was  merely  to  arouse  interest. 

The  Whiting- Adams  advertisement  is  an  example  of  far-fetched  humor.  While  it 
may  be  true  that  such  copy  may  get  attention,  it  is  difficult  to  see  how  the  imoression 
of  the  appeal  will  help  the  sale  of  the  advertised  brushes. 


THE  WRITING  OF  COPY 


111 


Fig.  6. — The  Dictaphone  advertisement  is  a  fine  example  of  the  earnest,  argumenta- 
tive style  headed  by  a  fine  illustration  and  a  forceful  headline.  Observe  the  final 
paragraph  of  the  text  where  the  reader  is  urged  to  telephone  or  write. 

The  Kodak  example  illustrates  the  effectiveness  of  a  simple  sentence  when  handled 
in  a  distinctive  way. 

The  Caldwell  announcement  is  a  brief,  pointed  statement  in  a  dignified  setting. 
12 


178  THE  ADVERTISING  HANDBOOK 

appeal  may  begin  in  the  story  style,  to  gain  interest,  and  end 
with  plain  reasoning  for  the  product  or  service  advertised. 

He  is  a  keen  copy-writer  who  knows  when  a  given  style  fits 
a  situation.  Humor  has  been  used  with  success  by  only  few 
advertisers.  It  has  its  place  and  may  be  unusually  effective 
when  properly  used,  just  because  it  is  so  rarely  used.  And  yet, 
injudiciously  used,  its  effect  might  be  serious. 

COMMON  WEAKNESSES  OF  COPY 

Bearing  in  mind  what  has  already  been  written,  the  in- 
experienced copy-writer  should  look  out  for  the  following 
common  weaknesses  of  copy: 

1.  Excessively  formal  language. — Messages  headed  ''An- 
nouncement" or  ** Notice"  that  should  be  started  with  some- 
thing of  more  interest. 

2.  Hackneyed  language. — "Best  in  the  world,"  ''absolutely 
guaranteed,"  "the  most  wonderful  bargains,"  "Come  early 
and  avoid  the  rush." 

3.  Exaggerations.— '^hjle  it  may  be  true  that  much  exag- 
geration is  effective,  it  is  certainly  also  true  that  a  great  deal 
of  exaggeration  defeats  its  own  purpose.  As  has  been  stated, 
the  most  difficult  thing  in  advertising  is  to  get  the  reader  to 
believe.  Frank,  fair  statement  is  the  only  safe  course  for 
the  advertiser  who  hopes  always  to  retain  public  confidence. 

4.  Wordiness. — Language  that  covers  much  space  but 
really  conveys  little  meaning. 

5.  Lack  of  interest. — It  is  no  easy  thing  to  fill  space  with 
copy  of  good  interest  value,  and  yet  if  the  advertiser  contents 

Fig.  7. — Four  extremes  in  copy  styles.  The  Corbin  example  shows  a  dark 
street  of  a  great  city  at  night  and  leaves  the  mind  to  work  out  the  thought  that 
Corbin  locks  provide  the  safety.  ' '  Saving  the  Money  That  Slipped  Through 
Their  Fingers"  is  a  good  example  of  the  thickly  set  copy  written  in  the  story 
style.  When  a  story  of  this  kind  looks  interesting  enough  it  will  be  read 
notwithstanding  the  great  length. 

The  Goodrich  example  illustrates  the  inadvisability  of  adopting  a  com- 
plicated idea  as  a  basis  for  copy.  So  many  things  are  shown  here  that  it  is 
difficult  for  the  casual  reader  to  learn  what  it  is  all  about. 

The  Cleveland  Plain  Dealer  advertisement  is  much  better  than  the 
average  of  a  great  deal  of  publishers'  advertising  that  merely  brags  about  the 
mass  of  advertising  carried.  The  argument  is  by  no  means  conclusive,  how- 
ever, and  the  text  suffers  by  being  presented  in  such  a  choppy  manner. 


THE  WRITING  OF  COPY 


179 


S,l\  inu    tl  t     MniK".     ril  U    Sli 

'i  iicir  I  inuor 


^spmcH 


Fig.  7. — (See  comments  on  page  178.) 


180  THE  ADVERTISING  HANDBOOK 

himself  with  a  message  of  low  interest  value,  he  loses  his 
opportunity  to  a  large  extent. 

6.  Vagueness. — Many  advertisements  are  faulty  in  that  no 
real  point  is  scored.  The  message  is  just  a  mass  of  words, 
smoothly  put  together  perhaps  but  meaning  nothing.  It  is  a 
common  fault  of  people  that  they  can  talk  glibly  but  say 
nothing  that  others  wish  to  hear.  Advertisers  have  the  same 
failing. 

Often  the  advertiser  must  be  as  elementary  as  if  he  were 
dealing  with  children  if  he  would  be  clearly  understood  by  all 
of  his  audience.  This  is  illustrated  by  the  fact  that  people 
often  will  not  understand  a  '* Paint"  sign  as  meaning  a  newly 
painted  surface.  Therefore,  painters  must  make  their  signs 
read  'Tresh  Paint"  or  "Wet  Paint"  in  order  to  convey  an 
effective  warning.     There  is  no  such  thing  as  being  too  clear. 

7.  Generalities  instead  of  Specific  Statements. — This  is  the 
most  common  of  all  weaknesses  in  advertising.  ''The  best 
shoe  on  the  market."  Why  is  it  the  best?  Has  it  more 
style,  more  comfort,  greater  wearing  qualities,  and  how  does 
it  happen  to  have  such  qualities?  That  is  what  the  public 
wishes  to  know.  Maybe  there  are  thousands  who  will  believe 
the  statement  that  ''Somebody's  Tires  are  Good  Tires,"  but 
the  message  is  more  likely  to  be  believed  if  the  advertiser  tells 
something  about  material  used,  methods  of  making  or  gives 
some  proof,  experience  or  assurance  that  the  tires  do  give 
unusually  satisfactory  service. 

"Richest  ice-cream  on  the  market"  does  not  make  the  defi- 
nite impression  that  is  conveyed  by  a  statement  about  the 
percentage  of  butter-fat  contained  in  the  cream. 

An  advertiser  has  remarkable  faith  in  his  public  if  he  thinks 
that  such  a  statement  as  "We  use  the  greatest  of  care  in 
making  and  inspecting  our  machines"  will  be  beheved.  If 
he  can  truthfully  say  that  every  machine  passes  ten  tests  for 
perfect  working,  his  chance  for  being  beheved  is  largely 
increased.  "Finest  of  raw  material"  does  not  mean  as  much 
when  applied  to  cutlery  as  "Every  blade  of  Swedish  steel." 

One  of  the  most  difficult  kinds  of  advertising  to  write  is  that 
solicting  money  for  charity.  Yet  when  a  New  York  news- 
paper pubhshed  a  page  giving  the  details  of  '^New  York's 


THE  WRITING  OF  COPY 


181 


"How  Do  You  Do, 
Mr.  Riley?" 

"Onct  when  I  was  ist  a  little  girl — only  four  years  old 
— mother  and  I  were  down  town  and  I  saw  you  not  far 
away.  I  broke  away  from  mother,  ran  up  to  you.  and 
said,  'How  do  you  do,  Mr.  Riley?'  I  shall  never  forget 
the  wonderful  smile  on  your  face  when  you  turned  and 
saw  me,  a  tiny  little  tot.  You  bowed  and  spoke  to  me 
as  though  I  were  a  (^ueen,  and  when  I  told  you  I  knew 
'most  all  of  your  child  rhymes  and  enjoyed  them  very 
much,  you  were  as  pleased  as  if  some  man-of-letters  had  »«  -.ijTB 

complimented  you.     That,   Mr.    Riley,   is  one  of  •■kj&.J^ 

my  jinest  memories.** 

So  wrote  a  grown-up  little  girl  to  James  Whit- 
comb  Riley. 

Are  you  givmg  your  children  the  precious  mem- 
ories of  the  beautiful  .poems?    Will  your  children 
be  able  to  say — "My  mother  read  me  Riley  when 
I  was  a  child — and    'The   Raggedy   Man'   and 
'Little  Orphant  Annie'  have  rejoiced  and  com- 
forted me  all  the  days  of  my  life." 

JAMES  WHITCOMB  RILEY  ,^     , 

has  passed  on — and  the  grown-up  world    mourns.      Ii>  the        4^^/^%      ■*.    ^^^m^\ 
hearts  of  the  little  children  is  a  void  that  cannot  be  filled  ^^vlMBBf 

— but  that  can  be  forgotten  by  the  reading  and  re-reading  ^T^ByW 

of  these  simple  and  childlike  poems.  r  ^Kif   J  ^  - 

No  more  does  Uncle   Sam's  postman  stagger  under  the  weight  of        t     M     ^.  Riley    »> 

lo,ocx5  letters — the  tribute  of  the  children  of  the  world  to  their  Uncle         j^i  "  ^  J,*'  ,'*i^ 

Sidney  (James  Whitcomb  Riley)  on  his  birthday.  Riley  has  passed  on  ^ ^JS  —luut  children^^^^ 
but  his  work  lives.  You  can  read  it  to  your  children — and  enrich  ^^IB^  °^"  ~  «""<<>'»<*  caUei 
their  lives  and  yours  for  all  time.  .    ^^^  ero^m-up: 

Those  of  us  who  have  missed  things  in  childhood — missed  learning  to  xideor  to  swim — feel  that  there  is  a 
lack  that  can  never  be  made  up.  Even  more  is  this  so  with  things  of  the  spirit.  The  child  whose  imagination 
has  been  enriched  by  the  beauty  and  charm  of  Riley,  carries  a  treasure  to  old  age — a  treasure  hard  to  get  later  on. 

From  the  little  girl  who  said  she  felt  all  alone  without  him  to  the  President  of  the  United  States,  who 
pays  him  tribute,  Riley  is  in  all  hearts— big  and  little. 

HIS  HEJRS  DESIRE  ONLY  A  SMALL  ROYALTY 

The  Heirs  of  James  Whitcomb  Riley  came  to  us.  as  the  pub-  and  beautiful  illustrations  by  Howard  Chandler  Christy  and 

Ushers  of  Mark  Twain,  and  said  that  they  would  be  glad  to  Ethel  Franklin  Beits — some  in  (uU  color — some  in  two  colors, 

reduce  their  royally  so  that  we  could  place  the  works  of  James  and  some  in  black  and  white.     '     ' 

w,'"»'S^hli*i^''Jri,l''fh'???^^(  t"  ''V««  "ho  loved  him.     So  The  limited  edition  of  Riley's  complete  works  sold  from  »I2S 

J^S^^nin„  o^J^^^    l^f      *^  i*  "V  ^"  ?''7  '.T^J^  to  »'7So  a  «»•     Yet  you  can  have  your  set  for  less  than  one- 

^n"^°^vV^w'i;i?e-?o^fhe''^t^'^^i'w°  fifth  the  lowest  price  made  before./ 

can  pass  on  to  you.  The  generosity  of  the  Riley  heirs  and 

We  have  planned  a  fitting  form  for  these  books-beautifully  ^^n^i^'^'^'D^'t^^i^""  ^""send  '  the 

made— the  easy-to-read.  comforUble  sort  of  books  that  Jam«a  S^^    witLut    ™„L   1^    Lur 

Whitcomb  Riley  would  have  Uked.     This  set  is  full  of  lu;iirioS  ^S^»".l  "t^d^.  """"^  '**    ^^ 

HARPER.  &  BROTHERS  I8I7-19I7  NEW  YORK     ^  ^...ZT^ 

icoo"mr«T  ol  JA 
WHITCOMB      RILKV. 
loth,  stamped  Ir 
lustrated  io  color  , 

•nd  white  by  HowarfL  

Christy  and  Ethel  Franklin  Belts. 

ptnse.  il  I  <la  not  <.;inl  it".  11  I  keep 
r  books  I  will  remil  |1.S0  lor  diliteen 
M.  Mtiaser's  Il-t7 

10%l 


Fig.  8. — The  introduction  of  the  Riley  story  here  brings  out  the  quality 
character  of  the  Riley  books  as  perhaps  no  mere  general  description  of  the 
volumes  could  do.  This  style  of  book  advertising  has  become  very  popular 
in  the  last  few  years. 


182  THE  ADVERTISING  HANDBOOK 

100  Neediest  Cases, ''  a  total  of  more  than  $100,000  was  sent 
voluntarily.  The  public  was  deeply  interested  in  the  details 
of  the  different  cases,  though  exact  names  and  addresses  were 
concealed.  These  specific  facts  built  pictures  in  the  imagina- 
tions. Had  the  New  York  Charity  Organization  published 
merely  the  general  statement  that  ''Hundreds  and  thousands 
of  famiUes  right  here  in  our  own  cities  are  in  dire  need  of  the 
necessities  of  life"  the  statement  would  have  been  too  general, 
too  common,  to  make  an  impression  that  would  have  brought 
results. 

8.  Unfairness  to  Competitors. — The  reading  pubhc  is  likely 
to  side  with  competitors  or  to  be  suspicious  of  the  advertiser 
who  is  too  ready  to  attack  competitor's  claims.  Generally, 
arguments  with  competitors  should  be  kept  out  of  public 
appeals.  If  they  become  necessary,  the  advertiser's  argu- 
ment should  be  presented  with  the  utmost  fairness. 

Informing  Copy  and  Reminding  Copy. — The  classifications 
of  advertising  copy  might  be  extended  to  a  hundred  or  more. 
There  are,  however,  two  rather  distinct  classes,  the  informing 
kind  of  copy  and  the  reminding  kind.  The  first  has  an  edu- 
cational mission.  It  gives  the  facts,  usually  in  detail.  It 
attempts  to  prove  a  case.  Reminding  copy,  on  the  other 
hand,  works  by  inference  rather  than  plain  or  detailed  state- 
ment and  depends  on  repetition  to  a  large  extent.  It  is  a 
well  known  fact  that  people  prefer  the  commodities  that  are 
familiar  to  them  whether  they  know  anything  about  the  merit 
of  the  articles  or  not.  Given  a  choice  between  a  Robert 
Burns  cigar,  a  nameless  one,  and  a  cigar  carrying  an  unfamiliar 
name,  all  offered  at  the  same  price,in  most  cases  the  smoker 
will  take  the  cigar  that  he  has  at  least  heard  of. 

Sometimes  there  is"  very  little  information  to  be  given  con- 
cerning an  article.  In  such  a  case  the  advertiser  depends  on  an 
attractive  name  or  slogan  and  on  reminding  readers.  Most 
cigarettes  are  advertised  in  this  way.  So  are  many  soaps, 
coffees  and  like  articles. 

Where  there  is  any  kind  of  interesting  information  that  can 
be  given,  an  advertiser  should  inform  as  well  as  remind,  even 
though  his  informing  is  done  very  concisely.  Merely  the  word 
Charms  is  worth  something  to  the  advertiser,  but  when  the 


THE  WRITING  OF  COPY 


183 


-^<fmmiim;y 


V,^^ 


€*/»«  Postal  Life  Insurance  Company 
pays  you  the  G>mnussions  that 
other  Compsunies  pay  their  agents 

THE  POSTAL  LIFE  u  the  only  Company  tWt  opeiw  it*  doow  to  the 
public  so  thai  those  desiring  sound  insurance-protection  at  low  cost  can 
deal  Sn€df  for  it,  either  penoiuJly  or  hy  correapondence. 
Whether  you  call  or  write,  you  make  a  gtiamitecd  saving  corresponding 
to  the  agent's  commission  the  firat  year,  less  a  moderate  advertising  charge. 

In  aubaequent  years  you  get  the  Renewal 
Commiasion  other  companies  pay  their  agents, 
namely  T^fo,  and  you  also  receive  an  Office-£x« 
pense  Saving  of  2fi>,  making  up  the 


STSONO  POSTAL  POINTS 
First:  SUmianl  voUeu- 
retervei,  aow  $9,MI JM. 
IntHrancf  in  Joret 
t44.«N.«M. 


Wnnrfnrd  volioh 
pinriff/mt,  apurored  bf  tae 
Stele  InMinnee  Dcputmeat 
Fearth:  Openia  ooda 
itTicl  Sfnie  rmiiremmt' 
nd  Mbial  le^Uailed 

FiMii    Bigh    medieot 
UnndartU  ia  die  iilictiw  e< 


Postal    Life  Blildino 

}S  Nassau  Sirccl.  New  York 

-1 


Annual 
Dividend 


-pi 


Guaranteed 
0  in  the  Policy 


Bearinniiic  at  the  doM  of  the  Mcona  year,  the  POSTAl,  pays  .. 
lidM,  depeudiiiK  on  earnings  as  in  the  case  of  other  coiniwnies. 

Such  U  the  POSTAL  wny:  it  is  open  to  yon.  Call  at  the  Compaay*a  olBees.  it 
convenient  or  writs  now  and  find  out  the  exact  sum  it  will  pay  yoa  at  ya«r  age— 
the  fint  yMT  and  ev«ry  othar. 

POSTAL  LIFE  INSURANCE  COMPANY 

WM.  R.  MALONE.  Pmident 
35  Nassau  Street,  New  York 


Fig.  9. — An  advertisement  that  proved  to  be  more  effective  for  the  Postal 
Life  Insurance  Company  than  any  human-interest  style  of  copy  tried.  Here 
the  copy  treatment  is  based  on  the  use  of  the  mails,  well  illustrated  by  the 
mail  pouch,  and  the  commission-saving  argument.  This  advertiser's  ex- 
perience illustrates  that  human-interest  copy  is  not  always  required. 


184  THE  ADVERTISING  HANDBOOK 

advertiser  makes  it  known  that  his  Charms  are  dainty  fruit 
tablets  and  that  they  are  obtainable  in  handy  5-cent  pack- 
ages of  raspberry,  orange,  lime,  grape,  and  other  flavors,  his 
advertising  becomes  more  than  name  publicity. 

Human  Interest. — Human  interest  is  a  broad  term.  In 
advertising  copy  it  may  mean  tying  up  advertising  informa- 
tion to  the  experiences  of  users  of  the  advertised  product, 
giving  actual  names  and  details,  using  photographs  of  newsy 
events,  interesting  applications,  etc.  It  may  mean  going 
into  the  history  of  products  and  processes  and  making  use 
of  whatever  romance  and  interesting  data  may  be  available. 
Human  interest  may  mean  the  use  of  conversation,  real  or 
imaginary,  as  a  means  of  putting  more  Hfe  into  information  that 
otherwise  might  seem  dry,  abstract,  and  wholly  commercial. 

Pictures,  naturally,  enter  largely  into  human-interest  copy 
but  it  is  not  the  purpose  of  this  chapter  to  deal  with  the  illus- 
tration of  advertisements. 

The  advertisement  of  the  Riley  books.  Figure  8,  is  one  good 
example  of  human-interest  copy.  In  years  past  books  were 
described  in  advertisements  just  as  books.  There  was  no  effort 
to  throw  around  them  something  of  the  personality  of  the 
author  of  the  books  or  to  tell  bits  of  the  stories  that  the  books 
contained.  But  a  woman,  in  advertising  the  O.  Henry  books, 
hit  upon  the  plan  of  having  each  advertisement  start  off  with 
a  dramatic  incident  of  an  0.  Henry  story.  The  great  success 
of  that  style  of  copy  changed  the  selling  of  sets  of  books. 

J.  K.  Fraser,  with  his  cute  Spotless  Town  characters  and 
rhymes,  threw  Hfe  into  the  advertising  of  a  cleaning  preparation 
that  otherwise  would  have  been  a  prosiac  commodity.  Frank 
Crane,  Elbert  Hubbard  and  many  others  have  been  unusually 
successful  in  weaving  human  interest  into  advertising. 

In  spite  of  the  great  increase  of  human-interest  copy,  how- 
ever, there  are  cases  where  plain,  undramatic,  argumentative 
presentation  of  the  merits  of  a  product  or  a  service  has  been 
more  successful  than  any  of  the  more  showy  styles  of  advertis- 
ing. An  example  is  afforded  in  the  Postal  Life  Insurance 
advertisement  shown  in  Fig.  9.  The  conclusion,  then,  is 
that  different  kinds  of  commodities  require  different  kinds  of 
copy.     And  it  is  also  true  that  commodities  often  require 


THE  WRITING  OF  COPY 


186 


MilUon  Hands    . 

dainty  ^nowy  Jf„",  pillion    J 

•  ^"^°"^**"^ieany-«c^^ 

If  you  "'^^^  *„?markeli 

•  «°'  *'?,ron  progressive. 

',        tise  U  to  the  w    _         j^^5,^ 

\       they  are  »***      ^  I 

,       tgents.  , 

The  , 

•  DeUneatO; 


3  Million 
Cold  Feet 


Every  third  family  of  the 
million  who  read  The 
Delineator  buys  a  hot-water 
bottle  each  year.  Four  and 
a  half  people — nine  feet — to 
a  family,  a  total  of  three 
million  cold  feet  for  manu- 
facturers of  hot-water  bottles 
to  cater  to.  The  great 
Delineator  audience  of  a 
million  prosperous  families 
buy  vast  quantities  of  house- 
hold products  every  day.  Do 
you  manufacture  something 
used  by  American  homes? 

_,^      .     The 

Delineator 


;  ^Babies  Born 

!    ''■""  baVest '^""^  '"'■'- 
'"'''eUniteVstaLrl^"' 
means  that- JOS  inf-     ^'"" 
'  arriving  to-dl;,  .  '"'fts  are 
'  ''»"  famiW '{  '"  ">e  mil! 
'P-^JineaTr      fe  '"^'d  The 
l.d'^r.  baby  carri^^    ""^  P°*v-- 
•'"?.   rattJes^r:i^^"i  cloth-        ' 
/'^'^  babies  'eve?v;  ^"'  ^0«        ' 
''^'••',  Their  ?M^°^  the       ' 

•rs  rely  on  Then  ,'"°"'-       ' 


Didn't  YOUR  Wife  i 
Have  Her  Say?       • 

I 

Did  you  select  your  auto-  . 
mobile  all  by  yourself  ?  On  , 
second  thought,  didn't  some-  ^ 
thing  your  wife  said  about  ^ 
the  upholstery  prove  a  factor  ^ 
in  your  choice?  One  large 
manufacturer  says  women 
influence  the  sale  of  nine 
out  of  every  ten  automo-  I 
biles.  Women  had  a  voict  | 
in  determining  the  choice  , 
of  probably  200,000  of  the  , 
cars  bought  last  year  by  , 
Delineator  families.  If  you  , 
manufacture  something, 
used  by  American  homes.  ^ 
advertise  it  to  women  in       ^ 

Delineator| 

■Jne  In  , 

Ullion  Morrtes  [^ 


Bristles  From 
118,055  Boars 

It  takes  that  number  of 
boars  to  supply  the  eight 
and  a  half  million  tooth- 
brushes bought  yearly  by 
The  Delineator  families. 
These  same  families  buy  tons 
of  tooth-paste,  millions  of 
shoes  and  train-loads  of 
food.  Do  you  make  any- 
thing of  interest  to  the 
women  who  do  the  purchas- 
ing for  a  million  progressive 
households  ? 

—^     ^     The 

Delineator 


Th^^^S^^"""" 


,  Take  the  man  out  of  de- 
,  mand,  and  retail  stores  wouKI 
I  loseonly  15%  of  their  sales. 
I  Woman  does  85%  of  the  pur- 
i  chasing  and  has  an  influence 
I  over  10%  of  tlie  balance. 
'  If  you  make  an  article 
•  used  in  a  home,  or  an  article 
I  worn  by  any  member  of  the 
J  family;  or,  in  fact,  nearly 
,  any  article  except  steam- 
,  shovels,  the  way  to  sell  it  is 
I  by  advertising  to  the  u  omen. 
I  They  are  the  "purchasing 
I  agents"  for  American 
I  homes,  and  1,000,000  of 
I  them  are  influenced  in  their 
,  bnying  by  what  they  see  ad- 
,  vertiscd  ill  The  Delineator. 

iDelineator 

\JhB  Ma<jBzin<i  In 

I         One^  Million  homes 


Fig.  10. — These  six  Delineator  advertisements  show  how  interesting  copy 
ideas  can  be  developed  from  very  simple  facts.  The  writer  of  this  interesting 
copy  is  bringing  out  in  each  advertisement  the  central  thought  of  the  enor- 
mous market  possible  among  the  women  readers  of  the  Delineator.  Such  facts 
as  featured  in  the  headlines  make  a  strong  appeal. 


186 


THE  ADVERTISING  HANDBOOK 


different  kinds  of  copy  at  different  stages  of  the  promotion  of 
such  products. 

WRITING  OF  HEADINGS 

The  Office  of  the  Headline. — Most  advertisements  should 
have  headlines.     Sometimes  an  illustration  fills  the  place  of  a 


LEMON  JUICE 
FOR  FRECKLES 


She 

Wanted  a 
Husband— 

Sara  Lane  was  -2$ 
and  tired  of  the  dull 
drab  monotony  of  office 
work — 

She  wa»  weary  of  her 
diecrless  room  and  her 
solitary  meals — 

She  was  hungry  (or  a 
home,  a  hust^and  and 
children  I 

So  she  set  out  to  get 
what  she  wanted — usin^ 
her  savings  of  $S0O  tir 
finance  the  venture. 

What  she  did  and 
how  she  did  it  is  told  rn 

Haibud 

Tod.y  in  the 

iCbtning  public  Itbgtr 


Fig.  11. — Four  advertisements  of  distinctive  types  as  to  copy  treatment. 
The  Kind  example  is  a  good  illustration  of  how  a  little  free  service  may  prove 
to  be  just  the  thing  to  bring  people  to  a  good  store.  The  headline  is  excellent. 
"She  Wanted  a  Husband"  is  almost  sensational,  but  it  is  a  pertinent  heading 
for  the  advertising  of  the  newspaper  feature.  The  "Orchard  White "  example 
is  a  specimen  of  a  rather  commonplace  style  of  copy  that  is  nevertheless  very 
effective.  It  looks  much  like  a  reading  item  in  the  paper,  though  it  carries 
a  distinctive  heading  and  is  marked  Adv.  The  Hotel  Astor  example  con- 
tains little  copy  but  there  is  a  strong  suggestive  power  to  it.  We  like  to  go 
to  hotels  that  are  headquarters  of  representative  men  and  women. 

headline,  in  that  it  draws  the  interest  of  the  reader  to  the 
text,  which  is  likewise  the  object  of  a  headline.  Sometimes 
the  opening  sentence  or  paragraph  of  an  advertisement  is  so 
strong  in  interest  value  that  it  may  be  set  with  unusual  legi- 
bility and  serve  as  a  headline.  But  even  a  good  illustration 
or  a  strong  opening  sentence  may  usually  be  strengthened  by 
a  good  headline. 

Headline-writing  is  an  art  in  itself.     The  advertisement- 


THE  WRITING  OF  COPY  187 

writer  should,  like  the  story-writer,  make  a  special  study  of 
just  what  form  of  headline  will  be  most  likely  to  draw  favor- 
able attention  to  the  message. 

Headings  to  advertisements  should  not  be  deceptive.  They 
may  have  a  double  or  hidden  meaning,  but  when  the  reader 
gets  into  the  message  he  should  not  be  made  to  feel  that  he 
was  tricked  into  reading  a  commercial  message.  Sometimes 
advertisement  headings  are  compared  with  headings  to  news- 
paper articles,  but  the  two  have  a  different  purpose.  The 
newspaper-writer  aims  to  tell  the  reader  just  what  news  is  in 
the  column  under  the  heading,  so  that  if  the  information  is  of 
no  interest  to  him,  his  eye  may  pass  on.  The  advertiser,  on 
the  other  hand,  wishes  to  develop  the  interest  of  readers  who 
ought  to  use  his  product  but  do  not  know  enough  about  it  to 
feel  a  conscious  interest.  If  the  advertiser  of  adding  machines 
puts  over  his  announcements  some  heading  suggesting  that 
^'the  object  of  the  information  below  is  to  sell  adding  ma- 
chines," he  would  have  comparatively  few  readers.  He  goes  at 
the  matter  in  a  different  way  with  a  heading  reading  perhaps, 
''First  National  of  Toledo  Saves  a  Third  of  Its  Clerical  Work." 
Though  this  heading  may  lead  up  to  the  use  of  the  adding 
machine  advertised,  it  approaches  the  subject  in  the  most 
tactical  way. 

Classes  of  Headlines. — The  following  are  some  of  the  most 
common  and  useful  of  advertisement  headlines: 

Questions  about  the  reader's  needs,  pleasures,  comforts,  habits, 
etc.  Examples:  ''Have  you  a  Kitchen  Cabinet?"  "!Do  you 
Want  to  Earn  More  Money?"  ''Are  you  Paying  Yourself 
Rent?"    "How  About  Your  Winter's  Supply  of  Coal?" 

Interesting  statements  about  the  quality  of  the  article  or  service 
advertised.  Examples:  "Used  8000  miles  and  still  a-going," 
"Fall  Styles  in  Shirtwaists,"  "The  Maximum  of  Comfort," 
"Office  Furniture  that  can't  Burn,"  "An  Executor  who  Can't 
Die,"  "Valuable  information  about  Workingmen's  Homes." 

Direct  command  headings:  "Shave  and  Save,"  "Open  your 
Door  to  the  World's  best  music,"  "Tell  me  to  send  you  an 
Atlas  engine  on  Approval,"  "Get  this  free  Book  on  Poultry," 
"Try  this  Gas-saving  Test,"  "Buy  a  Security  that  you  Don't 
Have  to  Watch." 


188 


THE  ADVERTISING  HANDBOOK 


Headings  that  feature  Money-saving  Prices. — *^A11  Shirts  at 
30  per  cent,  off,"  ''A  Remarkable  Overcoat  at  $50,"  ''Today's 
Dollar  Specialties,"  ''A  Typewriter  that  Saves  you  $39," 
^'Only  $1  down." 


Men  of  Forty-Five 
and  Over 


MEN  who  have 
thought  they  were 
growing  old  at  45  find 
they  are  not. 

•  • 

As  a  group  their  busi- 
ness activities  are  be- 
ing vastly  increased  by 
national  necessities. 

•  • 

In  addition  to  our 
serving  young  men,  we 
are  specializing 
in  clothes  for  men  of 
40  to  50 — models  which 
minimize  the  appear- 
ance of  stoutness  and 
maturity. 

•  * 

We  are  presenting 
Autumn  and  Winter 
suits,    modern     in 


thought,  for  the  senior 
still  in  the  fullness  of  an 
active  life. 

•         • 
Topcoats   from   Bur- 
berry   and    other   cele- 
brated    English     coat- 
makers. 


We  have  anticipated  our  clothing: 
wants  sufficiently  to  provide  the  same 
standard  of  all  wool  fabrics  as  in  the  past 


AAfeber  ^  Heilbaxxier 


Eleven  Stores 

241   Broadway  345  Broadway  775  Broadway 


44lh  and  Broadway 
Cortlandt 


1363  Broadway 
30  Broad 


1185  Broadway 

58  Nassau  150  Nassau 

42nd  and  Fifth  Ave. 


Fig.   12. — A  group  appeal  that  is  clearly  presented. 

Interest-exciting  words  or  senterices  that  may  not  reveal 
immediately  what  the  article  or  service  is  hut  which  connect 
logically.  Examples:  "The  Error  that  Saved  the  Day," 
''The  Stenographer  Who  had  a  thought  on  Filing,"  ''Steam 
at  Pre- War  Prices,"  "What  to  do  about  Sore  Feet,"  "Easy 


THE  WRITING  OF  COPY 


189 


to  Play — Easy  to  Pay,"  "Clear  Voices  for  Business  People," 
"No  More  Thawing  Out  of  Radiators,"  "Reliable  Bonds," 
"When  Johnny  has  the  Croup." 

The  very  fact  that  the  advertiser  depends  on  his  headline  to 
catch  the  flitting  eye  of  the  reader  means  that  the  words  com- 


TT'S  called  Steak  Min- 
ute because  it  usually 
takes  ten  minutes  to  get 
it.  But  it's  worth  wait* 
ingr  for — when  you  get  it 
here!  A  thin  piece  of 
delicious  steak  —  not  al- 
ways on  the  menu,  hut 
always  waiting,  ready  to 
be  cooked  the  minute 
you  order  it.  Next  time 
youVe  here  try  Steak 
Minute,  St.  James! 


m 

I 


Z^t  ^t  fames     | 

Walnut  at  13th  Street  I 

m 

Under  New  Management         | 

:i]iillUllHl^fl[!liilllllllUllllllliyiliiilllliiiiillilllllllliillllilillillltlllil|lliliH^ 

Fig.  13. — The  real  meat  of  this  copy  is  successfully  hidden.  Had  the 
headline  been  "A  St.  James  Steak  Minute  takes  Ten  Minutes — But"  very 
likely  the  advertisement  would  have  caught  the  attention  of  many  times  as 
many  people  as  saw  it  in  its  present  form.  The  copy  is  excellent  except  for 
this  fundamental  fault. 

posing  it  should  be  of  the  clearest  kind.  Abstract  and  general 
language  is  out  of  place.  ''Important  Facts  for  AH"  is  not 
likely  to  get  the  attention  of  anybody  ''What  a  Man  earning 
$150  a  month  can  do"  is  direct  and  interesting  to  such  men  of 
this  earning  class. 


190  THE  ADVERTISING  HANDBOOK 

"The  Shovel  That  Married  an  Idea"  seems  at  first  thought 
to  be  almost  too  novel  or  irrelevant,  and  yet  this  heading 
proved  to  be  a  very  successful  one  in  technical-paper  advertis- 
ing. 

Some  publications  decline  to  use  headings  that  incorporate 
the  word  Free  unless  the  entire  advertisement  is  free  of  mis- 
leading statement.  Such  publishers  will  not  permit  the  illus- 
tration of  a  knife  and  the  single  word  Free  as  the  headline,  for 
though  the  text  of  the  advertisement  may  set  forth  that  only 
the  catalog  of  cutlery  is  free,  some  readers  may  be  deceived 
by  the  mere  display  of  the  announcement. 

Legibility  of  Headlines. — The  legibility,  or  rather  the  "read- 
ability" of  headlines  decreases  as  the  number  of  lines  increases, 
the  1-line  heading  being  grasped  more  quickly  than  the  2-line 
and  the  2-line  more  quickly  than  the  3-line  or  the  4-line 
heading.  It  is  rather  risky  for  the  advertiser  to  use  headlines 
that  consist  of  more  than  three  lines  and  many  advertisers 
prefer  to  stick  to  1-line  and  2-line  headings.  When  it  becomes 
necessary  to  use  a  larger  number  of  lines  as  a  headline  or  an 
opening  sentence,  it  is  usually  better  to  treat  the  opening  as 
a  display  paragraph  and  decrease  the  size  of  the  usual  heading 
type,  using  simply  a  black-faced  opening  paragraph  that  yields 
the  effect  of  an  emphasized  paragraph  rather  than  a  displayed 
heading.     See  how  this  is  done  in  Fig.  14. 

Care  in  dividing  a  headline  will  aid  in  its  readableness. 
Compare  the  following  arrangements: 

The  September  Victor  Records         The  September  Victor 
Are  on  Sale  Records  are  on  Sale 

(a)  (b) 

The  September 
Victor  Records 
Are  on  Sale 

(c) 

Despite  the  fact  that  the  type  lines  balance  in  arrangement 
b,  the  division  of  the  language  in  arrangement  a,  is  superior. 
"Victor  Records"  is  a  phrase  that  should  not  be  divided. 
Arrangement  c,  preserves  the  two  vital  words  on  one  line  but 


THE  WRITING  OF  COPY 


191 


the  message  is  not  grasped  so  quickly  when  set  in  three  lines. 
This  arrangement  might  do  for  a  single  column  advertisement 
but  it  loses  something  by  having  two  words  that  do  not  mean 
much,  "The  September/^  as  the  opening  line. 


fmj^MWW}MJM??}J}J?JJ?WJ>/WW//MM?m2g. 


First  Mortgage  for 
sale,  the  price  being 
$15,000  cash,  which  is 
drawing  interest  at  the 
rate  of  6%. 

This  mortgage  is  secured  by  prop- 
erty representing  a  valuation  in  cash 
of  over  $32,000,  and  is  being  paid  off 
in  payments  of  $1,000  per  month, 
which  payments  will  continue  to  be 
made  on  the  mortgage  monthly  un- 
til the  $15,000  is  paid  off.  in  addi- 
tion to  the  security  of  the  mortgage, 
the  $15,000  invested  will  be  guaran- 
teed and  a  bonus  paid.  A  thorough 
investigation  of  this  offer  is  invited 
and  Bank  references  will  be  given 
and  required.  Address  Mortgage, 
Box  206  Times  Downtown. 


wj?7^vMMMMj?jw/wj/j??///M/mmw/mz 


Fig.  14. — How  a  first  paragraph  may  be  used  as  a  "headline  opening" 
by  increasing  the  strength  of  the  type.  Usually  the  treatment  is  a  little 
more  bold  than  it  is  in  this  example.  Without  some  such  treatment,  the  copy 
would  fail  to  have  an  interesting-looking  beginning. 


FUNDAMENTALS  OF  GOOD  COPY 

Service  Advertising. — The  growth  of  a  type  of  advertising 
that  may  well  be  called  ''service  advertising"  has  been  marked. 
This  may  be  the  offering  by  food  advertisers  of  a  recipe  book, 
a  book  of  poultry  hints  by  those  who  advertise  fancy  breeds 
of  poultry,  a  handbook  on  concrete  construction  by  the  cement 
manufacturer  or  dealer,  advisory  service  by  the  advertiser  of 
steam  shovels  or  mining  drills.  The  great  advantage  of  this 
type  of  advertising  is  that  it  makes  its  impression  of  the  ad- 


192 


THE  ADVERTISING  HANDBOOK 


vertised  article  through  giving  the  reader  something  that  he  is 
interested  in  having — something  that  helps  him. 

Conciseness  and  Brevity. — Conciseness  is  often  confounded 
with  brevity.  Every  advertisement  should  be  concise,  though 
an  advertisement  may  be  concise  and  still  be  a  long  advertise- 


Fresh  Beef  Travels 
on  a  Rapid  Schedule 

Fresh  beef  for  domestic  markets  goes 
from  stockyards  to  retail  stores  within 
a  period  of  about  two  weeks.  Although 
chilled,  this  meat  is  not  frozen;  hence  it 
cannot  be  stored  for  a  rise  in  price. 

A  steer  is  dressed  usually  within 
twenty-four  hours  after  purchase  by 
the  packer.  The  beef  is  held  in  a  cooler 
at  the  packing  house,  at  a  temperature  a 
little  above  freezing,  for  about  three  days. 

It  is  then  loaded  into  a  refrigerator 
car,  where  a  similar  temperature  is 
maintained,  and  is  in  transit  to  market 
on  an  average  of  about  six  days. 

Upon  arrival  at  the  branch  distrib- 
uting house,  it  is  unloaded  into  a  "cooler", 
and  placed  on  sale. 

Swift  &  Company  requires  all  beef  to 
be  sold  during  the  week  of  arrival,  and 
the  average  of  sales  is  within  five  days. 

Any  delay  along  the  above  journey 
means  deterioration  in  the  meat  and 
loss  to  the  packer. 

Swift  &  Company,  U.  &  A. 


Fig.  15. — An  advertisement  of  the  distinctly  educational  type.  Many 
advertisers  have  in  these  latter  days  given  the  public  the  details  of  their 
business,  believing  this  to  be  an  improvement  over  the  old  policy  of  keeping 
business  methods  secret. 


ment.  Some  advertisements  should,  because  of  their  very 
purpose  and  because  of  the  medium  in  which  they  will  be 
used,  be  made  brief.  The  poster  advertisement  will  fail  unless 
it  is  brief,  because  it  is  used  in  such  a  way  that  it  must  be 
read  at  a  glance.    . 


THE  WRITING  OF  COPY 


19S 


Conciseness  is  of  value,  first  of  all,  because  it  is  economical 
of  space.  It  costs  less  to  insert  ten  words  than  it  does  to 
insert  fifty.  The  copy-writer  who  can  write  fifty  words  that 
will  cause  the  reader  to  think  thoughts  that  require  hundreds 


New  Shaving  Comfort 

Harsh  Methods  Done  Away  With 
TVy  This  N«w  and  Better  Way 


••W.U  toihrn^  to  half  •h.H4"-.a  old  mH*!.  "i  ' 


Urn  nr-    A  Ti—  Trtal  Tub.  i 


TF  you  kntw  of  a  way  to  make 
I  your  daily  shave  easier, 
•I- quicker,  more- comfortable 
you  would  iise  it.  There  is  such 
a  way.  3'^avaid  provides  it.  A 
Free  Trial  Tubtwill  enable  you  to 
prove  it  to  your  owi\  satisfaction. 

Perfected  after  many  tests  and 
experiments,  this  scientific  prep- 
aration accomplishes  instantly 
ivhat  the  old  methods  failed  to 
do.  One  applica- 
tion softens  the 
beard  perfectly.  It 
sooth0  a  tender 
•kin.    .   ., 


And  as  you  shave,  note  how  the 
.blade  "  takes  hold"  without  pull- 
ing. That  is  because  the  beard 
is  thoroughly  softened,  prepared 
as  it  should  be. 

No  need  of  lotions  or  creams 
after  a  Shavaid  shave.  No  in- 
jury has  been  done  to  the  tender 


Thci 


Ifori 


Shavaid 


-.tt. 


Makes 
Shaving  4 

Luxury- 
Men  the  nation 


this  modef n 
method  of  easier, 
fiulckcr.plcssantet 
shaving,  They 
welcome .  it  u  t 
long  needed  inw 
proyemeni  over  old 
ways.  Everyman who'triesShav. 
aid.  once  uses  Shavaid  thereafter. 
^  for  Shaviid  does  away  With 
hot  water  applications,  with  rub- 
bing the  lather  in.  Men_  have 
clung  to  these  old  fashioned 
harsh  methods  because  they  have 
thought  they  were  .necessary. 
They  are  not.  They  are  inju- 
rious tq  the  tender  skin, 

Softens  and  Soothes 

The  soothing,  cooling  effect  is 
ooliccablc  as  soon  as  you  apply 
it  to  the  dry  beard.  Then 
lather.,    Don't  rub  the 
Uther;<n.    The  lather 
Mayi  moist  and  creamy. 


aments.  On  the  contrary,  your 
skin  issmoother,  firmer,  healthier 
from  Shavaid's 
healing  influence. 
Men  who  shave 
ckse  find  Shavaid 
wonderful.  The 
burning,  stinging 
sensation  they 
used  to  feel  after 


sh> 


gon 


It  Is  Worth 

Trying 

All  that  is  neces- 

sary,  in  order  to 

•  introduce  this  re- 
markable new  aid  to  shaving 
comfort,  is  to  get  men  to  try  it- 
just  once. 

No  man  who  shaves  once  with 
it  will  be  without  it  again.  For 
shaving,  instead  of  an  irksome 
task,  becomes  a  positive  pleasure. 
That  is  why  we  want  yog  to 
jefld  for  your  Free  Trial  Tube. 
lust  fill  in  the  coupon  and  mail 
It  now,  before  you  forget  it. 
When  your  tube  comes,  use 
Shavaiil.  After  the  trial  tube  is 
used  up,  you  can  get  Shavaid 
from  your  druggist  at  50 
cents  a  tube.  If  he  hasn't 
it,' we  will  be  pleased  to 
fill  your  prder  direct. 


Shavaid 

At  DnitgUts'  -SOc  1  Tub* 

BAinit  It  BLACK.  Oilcsl.,  Nw.  Y«t,  Tmmu* 
rr»  0/  Sltrth  Surgical  Drmttlnti  and  A 


:— a 


Fig.  16. 


or  thousands  of  words  for  full  expression  is  a  valuable  man  for 
advertisers. 

Conciseness  is  valuable,  in  the  second  place,  because  a  short 
message,  other  things  being  equal,  is  likely  to  be  read  by  a 
larger  number  of  people  and  more  likely  to  be  understood  by 


13 


194 


THE  ADVERTISING  HANDBOOK 


readers.  Long  messages,  like  long  talks,  are  likely  to  repel 
unless  unusually  interesting.  Much,  of  course,  depends  on 
the  product.  A  man  will  read  more  about  the  new  automobile 
that  he  is  thinking  of  buying  than  he  will  about  a  fountain 
pen.  A  woman  will  read  more  about  a  fur  coat  or  a  kitchen 
cabinet  that  she  longs  for  than  she  will  about  a  new  soap. 
She  will  probably  read  ten  times  as  much  about  a  complexion 


/'rice  is  beconiingsuch  an  important  factor 
that  it  behooves  evtry  man  to  pay  more  atten- 
tion to  what  he  gets  for  his  money  when  he  buys 


Clothes 


This  season,  you'll  pay  more  You  men  who  demand,  and, 

than  usudi  (or  yuur  (loihn — or  you  must   obtain,    frrnuittc   lervicc    froin 

will  not  ijct  thr  qualiiy  to  which  you  your  clothes,  will  find,  if  you  do  no« 

have  been  accustomed.    But  price  is  already  know,  that  only  the  best  it 

only  a  secondary  consideration.    The  truly    inexpensive.      For    sixty-three 

value  of  clothes  i:an  be  measured  only  yean,  clothine   men   generally   have 

in  terms  of  service  rendered.  acknowtcdgeo  the  supertcKity  ol 


...iZfriiir™.     A™«»^"       Stein ■  Bloch   Sman  CkHhts       l*f  *'i.*^ir?i  T*  iTI  CZT 


THE  STEIN 


;,r"'S''iiiE:ii"S'-  SS.'Hx'E'^'^   fcTniirkwcS-'iixiiiiii;:! 


tcK  critics)  limes.  Uhe  pridf  anH  loolinh  prfjudiccs  must  be  SNirrpt  aside.  Facts  arc  the 
[t  that  count.  And  thete  trt  facts  ihsi  you  can  verify  al  a  com  of  very  httk  time 
effort.  When  you  need  a  new  suit,  try  on  a  Sinn-Bloch.  See  voorsril  in  the  mime 
■r  you  buy.    And  set  ihc  double  jcuaranlce— ours  aod  thai  of  an  honcM,  rcliaSIc  dealer. 


THE   iTEIN-SLOCH    CO. 

HOCHUTCR.    NfW  YORK 


Fig.   i: 


soap  as  about  a  laundry  soap.  If  a  sale  is  to  be  made  direct 
by  mail,  more  information  will  be  required  in  the  advertisement 
than  if  the  reader  is  merely  to  be  interested  and  directed  to 
the  retail  store. 

Consider  the  Bauer  &  Black  and  the  Stein-Bloch  advertise- 
ments. Figures  16  and  17.  The  first  occupied  two  full  columns 
and  the  second  a  full  page  in  a  magazine  having  a  page  9}^ 
X  12J^  inches.     Perhaps  there  are  writers  who  could  write 


THE  WRITING  OF  COPY 


195 


such  long  messages  about  shaving  cream  and  clothes  and  make 
their  treatments  very  interesting,  but  the  chances  are  that  a 
type  message  half  as  long  or  occupying  half  the  space  would 
get  a  more  general  reading. 

On  the  other  hand,  if  an  advertisement  is  in  the  story  style 
and  is  interesting  enough,  solidly  set  pages  will  be  read. 

The  only  safe  rule  that  can  be  laid  down  is  that  the  language 
should  be  concise,  that  every  sentence  should  be  pruned  and 


Two  heights  in  a 
smart  roll fiOnt style, 


COLLARS 

have-i-   exclusively— ia» 

£jnocon/l//ilr€d/raS/eMto/rAo/es 

k      GEO.P.IDE«tCO.,Makers,TROY.M.Y.      > 


Fig.  18. — A  little  newspaper  advertisement  that  is  posterlike  in  its  con- 
ciseness but  yet  presents  probably  all  that  any  one  wishes  to  know  about  a 
new  style  of  collar. 

useless  words  and  even  sentences  omitted  if  they  do  not  help 
to  convey  the  advertiser's  thought.  It  is  astonishing  how 
much  the  original  copy  of  an  advertisement  can  often  be  cut 
down  and  still  leave  the  real  thoughts  perfectly  clear — clearer 
usually  than  they  were  with  verbiage  in  the  copy. 

"Sealed  tight — kept  right"  means  about  as  much  as  "Every 
package  is  sealed  tightly  and  this  means  that  the  gum  gets 
to  you  with  the  contents  in  good  order."  One  sentence  has 
five  times  as  many  words  in  it  as  the  other.     This  is  not  equiva- 


196  THE  ADVERTISING  HANDBOOK 

lent  to  saying  that  every  advertisement  could  properly  be 
written  in  the  telegraphic  stjde  of  the  language  first  quoted, 
but  such  examples  show  that  one  of  the  greatest  wastes  in 
advertising  is  the  use  of  language  that  is  worse  than  useless, 
for  it  clogs  up  the  real  message  of  the  advertiser. 

The  Sloane  store  of  New  York  has  advertised  vacuum 
cleaners  with  merely  the  language  "Vacuum  Cleaners  at 
$48"  followed  by  the  signature  of  the  advertiser.  The 
prestige  of  the  store  in  this  case  might  establish  the  merit  of 
the  article  through  mere  inference.  But  ordinarily  it  seems 
better  to  give  at  least  the  principal  points  of  merit,  if  the  article 
has  any. 

Pruning  Introductions. — The  novice  at  advertising  is  likely 
to  start  his  advertisement  of  artistic  furniture  in  about  this 
style : 

Art  has  a  universal  appeal.  Though  we  may  not  understand  why, 
there  is  something  about  any  artistic  production  that  at  once  commands 
our  respectful  attention.  Those  who  admire  art  in  furniture  designing 
will  be  greatly  interested  in,  etc. 

The  trained  writer  will  start  with  some  such  direct  appeal 
as  the  following: 

Whether  you  admire  Sheraton  or  Hepplewhite,  or  the  creations  of 
any  of  the  other  master  designers,  the  unusual  display  in  our  Furniture 
Section  tomorrow  will  delight  any  lover  of  fine  furniture. 

Timeliness  and  Seasonableness. — Among  the  many  points 
of  contact  that  the  copy-writer  may  make  use  of  are  timeliness 
and  seasonableness.  It  ordinarily  costs  considerable  to  get 
the  thoughts  of  readers  moving  in  certain  directions.  If  the 
writer  of  advertisements  can  attach  his  message  to  thoughts 
that  are  already  moving  in  the  desired  direction,  then  he  has 
just  that  much  in  his  favor.  At  the  hunting  season,  for 
example,  the  minds  of  those  who  are  fond  of  hunting  are  partic- 
ularly susceptible  to  the  advertising  of  hunting  equipment. 
Likewise,  at  the  vacation  season,  it  is  comparatively  easy  to 
catch  the  attention  of  vacationers  with  attractive  appeals. 

News  events  create  timeliness.  When  the  mayor  of  the 
town  urges  everybody  to  do  their  duty  in  ''clean-up"  week, 


THE  WRITING  OF  COPY 


197 


an  unusual  opportunity  is  offered  for  advertising  of  clean-up 
equipment. 

Figure  19  is  an  example  of  how  a  bank  may  profit  by  a  news 
event  item  dealing  with  the  loss  of  money  through  not  putting 
it  in  a  safe  place. 

All  tie-ups  of  advertising  with  current  thought  should, 
however,  be  logical.  During  the  crisis  of  the  housing  shortage 
in  New  York  when  thousands  of  families  were  apprehensive 
about  their  leases,  a  New  York  newspaper  ran  a  series  of 
*' teaser  advertisements''  headed  ''You  will  be  moved  May  1." 


.■■nsiixni  lufonutlou 


lYorthatnpi^^m 

»i  ~ 

Fig.  19. — Making  use  of  a  local  news  item. 


When  the  message  was  revealed  in  later  advertisements,  the 
information  was  that  ''You  will  be  moved  to  buy"  some  new 
feature  put  out  by  the  paper  in  connection  with  its  Sunday 
issue.     This  was  poor  publicity. 

Humor  and  Novelty. — Humor  and  novelty  used  with  judg- 
ment, have  their  place  in  advertising.  There  is  so  much  of  the 
commonplace  in  life  that  the  unusual  or  the  entertaining 
have  something  in  their  favor  if  the  resulting  attention  is 
favorable  to  the  product  of  the  advertiser.  Many  advertisers, 
on  the  other  hand,  deceive  themselves  into  thinking  that  they 


198 


THE  ADVERTISING  HANDBOOK 


To  The  Men  Who 
'Roll  Their  Own 

TAKE  a  good  look  at  your  little  white  sack  of  the  makings— 
'  'BULL  DURHAM"  tobacco.  For  we  are  going  to  ask  you  to 
part  with  good  old  "Bull"  for  a  time.  He  has  enlisted.  He  has 
gone  to  the  front  to  help  win  the  fight  over  there— every  single 
sack  of  him. 

The  Government  has  askedfortheentireoutputof  our  "BULL 
DURHAM"  factories,  and  what  the  Government  asks  we  all 
give  cheerfully. 

The  millions  of  sacks  of  "Bull"  we  have  been  sending  abroad 
have  not  been  enough.  We  must  give  ALL  to  our  men  at  the 
front— 36,000,000  sacks— 2,000,000  pounds— 100  car  loads 
every  month. 

So,  with  your  own  hands,  roll  yourself  a  cigarette  of  "Bull" 
—carefully,  thoughtfully,  just  the  best  cigarette  you  ever  rolled; 
and  while  you  smoke  it,  THINK. 

There  is  only  one  thought  you  can  think— it  is  th's:  "If  the 
boys  over  there  need  my  'makings'  they're  sure  welcome.  Here's 
to  them  and  good  luck.  And  may  every  little  bag  carry  its 
inspiration  of  hope  and  courage." 

And  if  you  have  sentiment,  just  save  the  round  white  tag  of 
your  last  sack  and  hang  it  up  in  memory  of  good  old  "Bull"  For 
you  will  be  proud  to  know  him  when  he  comes  back— as  he  must 
come  soon— covered  with  medals  of  honor  for  service. 


/S*<^^^^6fCco 


The  American  Tobacco  Company 

NEW  YORK 


Na2 


Fig.  20. — How  a  tobacco  manufacturer  made  capital  out  of  the  fact  that 
all  of  his  product  had  been  temporarily  withdrawn  from  the  domestic  market. 
A  good  example  of  the  resourcefulness  of  the  American  advertiser  in  making 
use  not  only  of  timeliness  but  an  extraordinary  situation  with  respect  to  sales. 


THE  WRITING  OF  COPY  199 

can  do  ridiculous  things  in  advertising,  such  as  running  their 
advertisements  upside  down,  using  irrelevant  or  questionable 
pictures  and  expressing  themselves  in  smart  or  fresh  language 
and  reap  a  good  result.  It  is  not  difficult  to  secure  attention. 
One  may  be  silly  in  print  and  secure  a  great  deal  of  attention 
that  is  unfavorable  rather  than  favorable  to  the  business 
advertised.  As  has  been  pointed  out,  what  may  be  appropri- 
ate for  a  cough-drop  or  a  brand  of  tobacco  may  be  entirely 
out  of  order  for  an  overcoat  or  a  building  lot. 


DON'T  WISH 
YOU  COULD 
GET  BETTER 
ENGRAVINGS 


Pt 


one 


KRAMER 

Greeley  1587 


Fio.  21. — Clever  but  not  convincing,  though  possibly  as  an  introduction  the 
advertisement  may  have  been  well  worth  while. 

Building  up  Desire.^ — Belief  is  estabHshed  and  desire  for  the 
advertised  article  or  service  are  built  up  by  logical  statement 
and  good  descriptive  language.  There  is  no  exact  formula 
for  such  writing.  The  first  requisite  perhaps  is  that  the  writer 
shall  himself  believe  what  he  is  trying  to  make  others  believe, 
for  he  is  not  likely  to  convince  others  of  something  that  he 
does  not  believe. 

When  barbaric  man  wanted  to  record  his  thoughts  he 


200 


THE  ADVERTISING  HANDBOOK 


could  not  signal  for  a  stenographer,  or  pick  up  the  recording 
tube  of  a  dictating  machine,  or  even  sit  down  "with  pen  in 
hand."  Instead,  he  cut  symbols  in  stone.  Slow  and  labori- 
ous as  that  method  was,  it  affords  modern  advertisers  a  valu- 
able lesson.  For,  when  one  of  these  aboriginals  wanted  to 
indicate  to  his  fellows  that  he  thought  ''bird"  he  cut  the 


w»/ffw/jMww)mfa>mi>WM?M»uji2^mj?»»»»u/»»»j//»?M/M»w}jm?/^^^^^ 


The  5-Seam  Back 

Surely  You've  Noticed  It 

Some    of    the    most    likable    of    our 
new  Spring  Suits  have  the  military  u-Seaui 
back 

It's  very  smart   and  good  looking. 
It  puts  up  '"a  good  front"  when  you're 
going  away. 

Hart  Schaffner  ^  Marx 
Spring  Clothes 

Lot?  of  interesting  style  poHits  about 
our  new  Spring  Clothes  that  you  ought  to 
know.' 

But  most  important,  they  are  good 
Clothcs^well-made,  aU-wool  garments,  which 
are  the  only  kind  you  can  afford  if  you 
want  to  practice  war  time  economy. 

Suits,  $25  to  $65 
Topcoats,  $25  to  $40 

Wailach  Bros. 


'»}Jf»I»»MJtIJ}»)m»)>}HM>fW>M»Mm 


Fig.  22. — An  advertisement  about  men's  clothes  that  actually  tells  some- 
thing pointed  about  the  suit  featured.  Few  clothing  advertisements  do 
this. 


outlines  of  a  bird.  When  what  he  had  in  mind  was  a  horse  he 
outlined  a  horse:  there  was  little  chance  of  any  one's  thinking 
that  he  meant,  ''whale."  As  a  matter  of  fact,  he  was  using 
the  same  principle  that  the  modern  platform  speaker  uses 
when  he  employs  pictures,  charts,  etc.,  as  a  means  of  holding 
attention  and  making  himself  clear. 

We  think  in  pictures.    To  remember  that  will  be  worth 
much.    Before  you  take  any  action  that  is  the  result  of 


THE  WRITING  OF  COPY  201 

thought,  you  picture  the  new  situation  in  your  mind  and  size 
up  the  picture.     That  is  what  imagination  is  for. 

It  follows,  then,  that  the  best  language  to  use  in  conveying 
our  meaning  to  others  through  printed  language  is  the  kind 
that  builds  pictures  in  the  mind  with  the  least  effort  on  the 
part  of  the  reader.  That  a  word  is  long  is  not  necessarily 
against  it.  Such  words  as  '^comfortable,'^  ' 'extraordinary" 
and  ''convenient,"  are  fairly  long  words  but  they  are  indispen- 
sable because  the  average  reader  understands  them  perfectly 
and  they  are  familiar  enough  to  create  pictures  in  his  mind 
instantly.  On  the  other  hand,  both  of  the  words  in  "golden 
mead"  are  short;  yet  the  reader  will  not  be  able  to  picture  the 
intended  meaning  unless  he  has  read  Scandinavian  mythology. 

Now  and  then  business  people  speak  disparagingly  of  ''fine 
writing"  or  "fancy  language,"  and  they  usually  wind  up  by 
saying  that  they  themselves  use  just "  plain  every-day  English." 
If  what  they  mean  by  "fine  writing"  and  "fancy  language"  is 
extravagant  and  flowery  expression,  then  their  criticism  is 
justified.  But  language  that  is  really  fine  language  is  charac- 
terized by  the  most  careful  selection  of  words  that  convey  to 
the  reader  the  exact  shade  of  meaning  that  the  writer  intended. 
No  one  can  have  too  much  of  this  language-power.  Those 
who  talk  against  it  do  not  understand  what  they  are  decrying. 
The  truth  is  that  he  who  realizes  the  picture-painting  possi- 
bilities of  our  wonderful  language  is  likely  to  be  more  simple 
and  direct  than  one  who  does  not  realize  it. 

The  great  world  war  afforded  a  vivid  period  of  history  that 
encouraged  picture-painting  language.  See  what  sharp  pic- 
tures these  war  expressions  create : 

Soft  sentimentalists,  swelling  hearts  and  rising  pride,  colossal  cost, 
evil  ingenuity,  leaden  clouds,  war  eagles,  wasps  of  the  navy,  railroad 
improvements  skimped  to  the  bone. 

War  language  may  not  have  a  large  place  in  business,  but 
the  point  is  that  if  men  can  lay  hold  of  language  that  is  highly 
appropriate  for  the  issues  and  happenings  of  a  world  conflict, 
they  should  be  able  to  pick  words  with  which  to  express  them- 
selves with  fine  shades  of  meaning  in  business  literature. 

Theodore  Roosevelt  was  a  creator  of  expressions  that  have 


202  THE  ADVERTISING  HANDBOOK 

strong  picture-painting  power.  *' Pussy  foot"  and  "molly- 
coddle" are  examples.  When  he  died  he  was,  in  turn,  well 
pictured  as  an  ''untiring  crusader." 

''Will  snip  a  broom  handle"  runs  the  description  of  a  pair 
of  shears.  How  many  words  can  you  find  that  will  give  as 
good  a  picture  of  a  clean,  instant  cut  as  "snip"  does? 

"Egg-shell  finish"  describes  perfectly  the  surface  of  certain 
printing  papers. 

"He  is  as  hard  as  nails."  In  six  words  we  have  drawn  a 
good  picture  of  an  unfeeling,  unyielding  man. 

"If  all  the sold  in  the  last  five  years  were  placed  side  by 

side  the  line  would  stretch  around  the  world  three  times." 
Such  a  picture  means  more  to  most  people  than  a  mere  total 
of  figures. 

Says  Hotel  Statler:  "A  doorman  can  sling  the  door  in  such 
a  way  as  to  make  the  incoming  guest  expect  to  find  a  rusty 
pen  stuck  in  a  potato  when  he  gets  to  the  desk,  or  he  can  so 
swing  the  door  as  to  make  him  feel  that  this  is  His  Hotel." 
Compare  sling  and  swing. 

A  great  deal  of  advertising  has  its  effectiveness  lessened  by 
over-statement.  Every  one  is  familiar  with  the  effect  on  the 
mind  of  the  customer  when  a  salesman,  in  face-to-face  selling, 
exaggerates  or  gushes.  A  similar  situation  prevails  in  advertis- 
ing. A  certain  type  of  reader  may  be  deceived  by  overstate- 
ment but  enduring  success  is  not  built  on  that  kind  of  advertis- 
ing. "Better  "  is  usually  a  more  believable  word  than  "best. " 
If  a  study  be  made  of  the  language  and  reasoning  that  really 
pictures  situations,  there  will  be  less  temptation  to  overstate. 

Advertising  the  Price. — Price  may  be  advertised  when  it 
is  an  attraction  or  when  it  does  not  deter  the  reader  from  in- 
vestigating. Often  price  is  such  an  attraction  that  it  may  be 
featured  in  the  display  of  an  advertisement.  In  other  cases 
it  is  impossible  to  give  an  adequate  idea  of  an  article  through 
an  advertisement  of  ordinary  size.  It  may  be  best  in  such 
cases  not  to  state  price,  but  to  court  an  inquiry  or  a  call  from 
the  reader,  show  the  article  or  service  to  the  best  advantage 
and  then  give  the  price.  Few  people  would  buy  such  articles 
as  high-priced  sets  of  books  if  the  price  were  featured  in  the 
first  advertising. 


THE  WRITING  OF  COPY 


203 


Smoked  Fish!  ;' 

plump,  meaty   ; 

and  cured  to    ! 

be  "just  right''  j 


Thousanda  ha^  e  learned 
that  there  is  a  fiiitr  table 
quality  in  these  good 
imoked  fish  at  Martin- 
dale's.    • 

These  English  Bloaters, 
for  instance!  make  a 
breakfast  that  is  both 
keenly  appetizing  and  eco- 
nomical. One  of  them 
will  make  two  liberal 
breakfast  portions,  fur- 
nishing a  breakfast  very 
reasonable  in  price.  Milk 
cured,  ■  to  give  just  the 
snap  and  flavor  that  you 
like  in  smoked  fish  on  the 
breakfast  Ubie. 
Flimm.  Raddle  12c  lb. 
Exiuh  BkMUre.  18c  each. 
Nora     Scotia     Htrriaf,     Mc 


HolUod    Htrrinc.    (2.M    kaf. 
Sliced  Codlsh.   ISc  pkg. 
Codlak  MiddW  Cuts.  4(c  Ifc. 
Macktnl,  Urge.  No.  I,  40c  Ih. 
Familr    Mackml.    KM    kit, 

»lka. 
No.    4    Madicfal,    $2.7S    kit. 

It  lbs. 
Mo.    1    Mackerel,    t3.00    Ut. 

Na.    2    Mackerel.    UM    kit. 

Na.    I    Mackerel.    KM    Ut, 


oTbc 

crackers,  and  you  have 
mg  and  nouri 
VegeUWe,  beef. 


ju-i  oi 


; ;  Sausage  and 

!!  scrapple  famous 

; '  for  savory 

; :  goodness 

'  All-pork  sausage  niadc 

I  from  tender,  young  pork- 

I  '  lings — seasoned  in  a  way 

,1  that  brings  out  the  bent 

,  I  flavor — here's  a  sngges- 

,  I  lion  for  breakfast  some 

I  I  frosty  January  morning. 

,  ,  Or  our  famous  Philadel-- 

,  ,  phia   scrapple — made   of 

,  ,  bits  of  pork,  real  buck- 

I  I  wheat,    and     the     rich, 

J  ,  savory  juices  of  the  meat 

I  ,  itself.    Serve  thia  crisply 

I  ,  browned    and    with    the 

,  right   "trimmings"   and 

'  you've   given    the    men- 

I  folk  the  best  start  for  a 

I  good  day's  work. 


,  SlJOIb. 
Creaaad  Cabbaca,  39«  Ik, 
PoUU  Salad,  2Sc  lb. 
lirleil  Beef.  SSc  lb. 


Thos.  Hartindale  ft  Oi 
lOthttbrint 


SalBdo— iut  the  right 
breikfatt  cap  for  yM 

•    I  Blending  sntl   roasting  coffee 

II  ia  a  fine  art  with  our  coffee  ex- 

mn  I  perta.  For  that  reaaoa  we  kaow 

■    '  Salndo    ia     the    best    aUroud 


.  price.   Faat 


4Sc  n>.:  4  n>a,  ilm 

Tits.  Martiidalt  &  Ci. 
lOa  ft  lltfkrt 


Dried  fruits  • 

full-fleshed,  i 

full-flavored  ; 

at  Martindale't  j 

There  is  a  very  good  I 

reason  why  this  store  haa  % 

become  the  leading  dia-  i 

p^nser  for  dried  fruits  in  i 

Philadelphia.  , 

All    Martindale    dried  , 

fruits  are  of  expert  selec-  , 

tion,  giving  you  the  near-  , 

est  aproach  in  goodness  ,| 

and  value,  to  fruits  fresh-  •• 

picked    from    the    tree.  \', 

The  native  acids  are  re-  n 

tained  to  a  wonderful  de-  n 

grec,  with  that  delicious  [[ 

fresh-fruit  flavor.  II 

A  very  good  thing  to  " 

know,  just  at  this  season  in 
when    the    body    craves 
and    needs    the    fruit 
flavors  and  acids  for  their 
true  health  value. 

Pimiaa,  ZSe,  SOe,  SSe,  40c  Ik. 


Exceptional  coffea  valat 
ia  M.  ft  J.  at  48c  h. 

M  a  J  baa  alwars  been  held 
in  high  regard  by  coffee  lovers 
who       appreciate      exceptioaal 

(or  compariroa,  M.  4  J.  repre. 
scota  exceptional  value:  indeed 
we  believe   its  qnality  caaaot 
be  duplicated  at  iu  price. 
^Sc  lb.;  S  lbs,  I2J8 

not.  Martindale  ft  Ca. 
lOtk  &  Market 


Make  fruit  cake 
and  mince  meat 


they 


now— so 
Ml  "mellow" 


K=23£i  ST'iJrs.  "S. 


Fruit  cake  and  mince 
meat  are  at  their  best 
when  they  are  mellowed 
by  time — for  in  that  way 
alone  are  the  ingredients 
blended  so  as  to  bring 
out  the  choicest  flavor, 
like  the  plum  pudding 
and  other  Xmas  cakes  of 
Old  England,  our  Boyal 
Fruit  Cake  ia  baked  in 
July — allowing  a  full  six 
months  for  the  ripening 
or  mellowing  to  take 
place.  Take  our  sugges- 
tion —  bake  your  fruit 
cake  and  make  yonr 
mince  meat  now.  And, 
as  a  memory  "jogger," 
we  print  below  many  of 
the  ingredients  you  will 
require. 


Fata  Cbecolates— the  pick 
af  100  papalar  kiada 

Ko  need  to  call  jour  attea- 


I       Su  sells 


Tlwa.  Martiadale  ft  Ca. 
10th  ft  Maricat 


Fig.  23. — Examples  of  remarkably  fine  food  advertisements.  The  head- 
ings are  long  but  are  kept  to  a  small  size  of  display  type  so  the  eye  can  take 
them  in  readily,  and  they  deal  with  good  selling  points  of  the  foods. 


204 


THE  ADVERTISING  HANDBOOK 


The  Bargain  Offer. — Advertising  will  probably  never  be 
without  the  exploitation  of  bargains.  While  there  has  been 
much  criticism  of  bargain  advertising,  particularly  in  the 
retail  field,  there  is  opportunity  for  legitimate  bargain  offers 
through  fortunate  purchases,  odd  sizes,  out-of-season  goods, 
etc.  A  merchant  can  hardly  get  back  the  cost  of  such  goods 
except  through  selling  them  at  a  sacrifice  from  the  original 
price.  There  is,  of  course,  no  excuse  for  the  fraud-bargain, 
and  it  is  being  gradually  eliminated  by  the  better  class  of 
advertisers. 


It's  ronnd,  short  and  curly,  like  part  of  a  Q — 
It's  easy  to  cook,  and  delidons,  too. 
The  package  is  yellow,  banded  with  red — 
There's  no  need  guessing,  here's  the  answer  instead. 


•      Md  ample  Ida  thucuraanluaUem-    Tth.  v«Ia7cl~  W<l>c  ^T^  FWd?    l°°<ll.UF.dih'CMr^M>.i-a,l«»W>M. 


rai  Ux  I.  Aaanciiiol  .Kuoi  dm  Foddi' Oalr-Q  Muaa  tiW  lie  rhc  d     ^jfi.^  '  ""Tr  &^      '    _    .j  '^ 


Fig.  24. — Two  advertisements  from  a  "Teaser  Campaign."  The  reader 
was  kept  in  suspense  for  a  number  of  weeks.  The  smaller  one  was  used 
early  in  the  campaign. 

In  many  cities  merchants  are  discontinuing  the  advertising 
of  comparative  prices,  that  is,  such  offers  as  ''$70  coats  for, 
$48"  just  because  this  gives  opportunity  for  deceptive  state- 
ment. There  seems  no  good  reason,  however,  if  odd  sizes  of 
shoes  that  where  once  sold  at  $9  can  now  be  offered  at  $5.50, 
why  the  figures  should  not  be  given.  The  deception  usually 
comes  through  such  statements  as  ''Worth  $9"  or  "Were  $9" 
when  the  goods  were  never  actually  priced  at  such  figures. 

Teaser  Campaigns. — Though  not  recommended  for  general 
use,  the  so-called  "Teaser"  style  of  copy  is  occasionally  very 
effective.     Figure  24  illustrates  the  plan.     These  are  merely 


THE  WRITING  OF  COPY  205 

two  of  a  series  of  seven  or  eight  advertisements.  As  the 
advertisements  are  inserted  one  at  a  time  a  httle  more  of  the 
secret  is  revealed  with  each  advertisement.  The  plan  is 
frankly  an  appeal  to  curiosity.  The  very  fact  that  the  message 
is  incomplete  seems  to  draw  more  than  ordinary  interest.  It 
will  be  observed  that  even  in  the  final  advertisement  a  re- 
duced reproduction  of  the  first  one  of  the  preliminary  advertise- 
ments appears.  This  is  done  in  order  to  preserye  the  effect 
of  the  entire  campaign  as  far  as  possible. 

Teaser  campaigns  have  been  run  principally  in  newspapers 
and  street-car  cards. 

Getting  Reader  to  Remember  or  Act. — An  advertisement 
may  be  appealing  and  yet  not  forceful  or  pointed  enough  to 
make  a  lasting  impression  on  the  reader  or  cause  him  or  her  to 
act.  Consequently  keen  advertisers  try  to  see  that  there  is 
something  in  all  or  most  of  their  advertisements  to  bring 
about  the  desirable  result  of  really  causing  something  to  be 
remembered  or  getting  some  action.  In  the  pages  devoted 
to  Slogans,  Trade  Names,  Trade-Marks  and  The  Psychology 
of  Advertising  much  appears  that  relates  to  this  phase  of 
copy  work.  Some  of  the  things  an  advertiser  may  do  in 
this  connection  are  the  following: 

Emphasize  the  name  or  a  distinctive  quality. 
Make  use  of  a  slogan,  trade  name,  or  trade-mark. 
Invite  an  inquiry  by  mail. 

Suggest  a  telephone  inquiry  or  a  call  at  a  local  store. 
Tell  reader  where  article  may  be  had. 
Warn  against  substitution. 
Offer  to  make  a  direct  sale. 
Offer  to  supply  on  approval. 

Make  a  coupon  part  of  the  advertisement  so  as  to  facilitate  inquiring  or 
ordering. 

METHODS  OF  KEYING 

Inquiries  from  advertising  may  be  '* keyed"  by  any  one  of 
the  following  methods : 

1.  Using  coupons  and  varying  the  form  of  the  coupon 
among  the  different  mediums;  or  putting  a  number  or  letter 
on  the  coupon  such  as  lOD,  10  being  the  number  assigned  the 
medium  and  D  indicating  December — the  month  of  insertion. 


206  THE  ADVERTISING  HANDBOOK 

2.  Using  "department  numbers"  as  part  of  the  advertiser's 
address,  as  Dept.  20,  Dept.  21,  etc. 

3.  Changing  the  room  number  or  street  number  of  the  ad- 
vertiser. For  example  if  his  plant  occupies  the  entire  1800 
block  of  a  street,  using  1802  for  one  medium,  1804  for  another, 
etc.  If  a  building  has  only  300  rooms,  numbers  from  300 
up  may  be  used. 

4.  Asking  reader  to  ask  for  a  booklet  that  bears  a  number, 
this  number  being  Booklet  No.  6,  in  one  publication,  Booklet 
No.  7  in  another,  and  so  on. 

5.  Sometimes  a  special  offer  of  some  kind  may  be  made  in 
one  medium  and  not  made  in  others.  ' 


VIM  LEATHER 

Belt  is  made  water- 
proof, oil-proof  and 
acid-proof. 

E.  F.  HOUGHTON  A  CO 
240  W.  Somerset  Street    Philadelphia 


Fig.  25. — This  little    single-column    newspaper  advertisement  scores  a 
brief  but  impressive  message  for  a  large  concern. 

6.  Asking  the  customer  to  tell  what  advertisement  drew 
his  or  her  attention.  Some  firms  go  so  far  as  to  do  this  with 
every  customer. 

No  keying  method  is  a  highly  accurate  check.  As  the 
advertiser  advertises  more  and  more,  readers  are  less  likely 
to  use  his  key  numbers  but  will  address  their  inquiries  merely 
as  National  Cloak  and  Suit  Company,  New  York,  N.  Y. 

It  is  the  practice  of  many  advertisers  to  credit  unkeyed 
inquiries  in  the  ratio  of  keyed  inquiries.  That  is,  if  a  publica- 
tion regularly  produces  five  per  cent,  of  the  inquiries,  credit 
will  be  given  for  five  per  cent,  of  the  unkeyed  inquiries. 


THE  WRITING  OF  COPY 


207 


There  is  so  little  occasion  in  some  advertising  campaigns 
for  the  reader  to  write  to  the  advertiser — as  for  instance  where 
the  article  is  purchased  at  a  local  store  or  sales-agency — that 
keying  is  of  little  value.  Nevertheless,  careful  advertisers 
are  interested  in  adopting  any  method  that  will  indicate  in 
even  a  small  way  the  measure  of  attention  they  secure  in  the 
various  mediums  used. 

The  coupon  is  exceedingly  valuable  in  some  forms  of  ad- 
vertising just  because  it  saves  the  reader  the  trouble  of  getting 


-<iv  •»  tor    ^^^^'^'■"'      I 

>»"''•    or    ^'^*  ^f^ 


For  Health  — 

POSTUM 

instead  of  coffee 


U.  S.  NAVY 
WHITE  HATS 


40c 


atcrlaj    and 
ro«  s^  of   stitching. 

National  Co.  ^.. 


Fig.  26. — Four  single-column  newspaper  advertisements,  ranging  from 
one  inch  to  two  and  one-half  inches  in  depth.  They  show  how  it  is  possible 
to  get  a  distinctive  message  within  small  compass. 

a  sheet  of  paper  or  a  postal  card  and  also  most  of  the  trouble 
of  writing  an  inquiry.  The  coupon  is  right  there  before  his 
eye  and  he  has,  as  a  rule,  only  to  put  on  his  name  and  address. 

Coupons  should  be  simply  worded.  If  they  are  vague  or 
look  too  much  like  formal  contracts,  readers  are  not  so  likely 
to  use  them. 

Small  Advertisements  vs.  Large  Ones. — One  of  the  most 
difficult  problems  of  the  advertiser  is  to  decide  on  the  most 


208 


THE  ADVERTISING  HANDBOOK 


'I^UE  Colombia  Tnut  Company  receotlj  atksd 
■I.  leveral  men  why  they  heeiuted  to  have  a  Tnial 
Company  settle  their  esutes. 

Perhaps   you    may    find    your    own  "hesitatioa" 
among  the  following  reasons  given. 

,  "Cousin  rem  can  do  it  all  right" 

Be  probably  can,  if  ibe  eitale  i>  very  amall  Bat  it  m 
late  ia  aizeable  or  at  all  complirated.  we  are  Ibaokful  I 
^  have  on  OUT  ttaff  many  men  of  highly  apecialiied  experieoo* 
in  Executorahip  dutiea.  The  Cousin  Toma  are  handicapped  by 
ellling  eatalea.  They  ma/  noc 
know  how.  They  may  die  and  then  the  Court  will  appoint  their 
•uccessor*  who  may  or  may  not  be  the  peraon  one  woaU 
have  chosen. 


2.  "Trust  Companies  aren't  human" 


Spe 

•  king  for  ouraelve. 

we  c«.  .imply 

aaythia.  Theaettl 

sfeatal 

>  nauallr  put,  u. 

nco 

DIact  wilh 

men 

iod  women 

lime  when  tbey  need  ev 

rvth 

ng  we  ha 

«■  of 

k.Ddl.neaa 

oonaidrrslioo  and  tympatbeuc 

underatand.nf 

Nerer  for 

Borneo 

can  w.  forge,  it 

3.  'n'hey  lack  elasticity" 

We  bate  aeeo  esuiet  tetUed  b^  wcU-ioteDiiooed  bol 
"elaatic**  minded  men  With  f ucb  men  there  i*  always  the  temp- 
UtioDlo''lel  thing*  slide  "  In  long  eiperieoce  we  have  handled 
noeBiate  thai  could  be  settled  without  a  firm  grasp  o(  every 


oot  call   for   dcriaii 


4.  •'They  arc  hopelewly  ronAcrvative" 

This  we  cheerfully  admit  Without  preaching,  we  earnestly 
believe  ibal  the  bandhog  of  other  people*s  money  is  almost  a 
Mcred  mailer  iMor  would  wc  be  long  in  business  if  we  took 
chances  with  the  funds  men  leave  their  wives  and  children. 

5.  'HThey  donU  act  quickly  enough^ 

A  Trust  Company  haa  every  incentive  to  settJe  each  estate 
as  quick'ly  as  the  law  allows  for  the  following  reaaoo :  We  do 
Doi  receive  our  coaimiaflions  unl.l  our  duties  are  completed 
and  the  Surrogate  puu  bu  O.  K.  upon  oux  work- 

6.  '^A  Trust  Company  k&  expensive" 

Thia  IS  a  mistaken  impression  which  we  have  often  pointed 
Oot.  The  fees  for  settling  estates  are  the  same  whether  you 
name  a  Trust  Company  or  an  individuol  as  executor.  But  the 
aettlcment  of  an  e»taie  by  au  experienced  Trust  Company  ia 
generally  far  more  economical  than  when  the  matter  ia  left  in 
Ibe  hands  of  well-meaniog  but  inexperienced  Crieods. 

If  you  would  like  lo  sit  down  with  us  and  talk  personally 
•bout  tbe  »«ttliog  of  your  estate,  please  ask  for  a  Vice- 
■  Manager  in  charge  at  auy  one  of  our  offices. 


IN  HARLEM 
t25•^St6 
L*nojtAv«L 


TRUST 
COMPANY 


1INTHEM0NX 
V4S»St» 


Fig.  27. — A  fine  example  of  the  impressive  advertising  put  out  by  some 
of  the  banks  and  trust  companies.  The  arguments  as  to  the  employment  of  a 
trust  company  are  met  and  answered  in  a  pleasing  manner. 


THE  WRITING  OF  COPY 


209 


fivCoU'ths&Xokl: 


cJohnny 
cHeres  yourJ^Csos 


Fig.  28. — Unusual  size  for  a  cough-medicine  advertisement.  In  the 
original  this  was  a  magazine  page  7  by  10  inches.  An  effort  has  been  made 
to  introduce  human  interest,  but  this  seems  hardly  necessary  in  the  case  of  a 
cough  medicine.  Much  costly  space  is  used  in  showing  the  drug-store,  the 
walls,  counters,  stock  of  goods,  etc.  It  should  be  possible  to  present  this 
article  properly  in  a  quarter  of  page  of  magazine  space. 


14 


210 


THE  ADVERTISING  HANDBOOK 


On  your  stockings  you 
travel  all  your  ways 
through  life.  How  well 
do  they  stand  the  stress 
of  the  journey?  That's 
the  test!  We  would  not 
today  be  the  world's 
largest  makers  of  fine 
hosiery,  were  it  not  for, 
the  all-important  fact 
that  our  good  product 
has  stood  the  supreme 
test  of  long  wear  and 
lasting  elegance.  Every 
foot  in  America  has  to 
be  stocking  clad.  There 
is  food  for  thought  in 
the  significant  fact  that 
a  mighty  number  of 
them  are  Phoenix  clad. 


PHOENIX 

HOSIERY 


Fig.  29. — (See  comments  at  bottom  of  page  211.) 


THE  WRITING  OF  COPY  211 

efficient  size  of  his  advertisements,  to  learn  whether  he  should 
use  large  advertisements  with  considerable  information  in 
them  and  allow  considerable  time  to  intervene  between  in- 
sertions or  to  use  smaller  advertisements,  give  less  information 
at  a  time  and  advertise  more  frequently. 

Here,  again,  each  advertiser  has  a  problem  to  himself.  The 
answer  to  the  problem  depends  on : 

1.  What  the  advertiser  has  to  advertise. 

2.  His  plan  of  selling. 

3.  How  much  he  can  hope  to  get  readers  to  read  at  one  time. 

4.  What  his  competitors  are  doing. 

5.  The  medium  in  which  he  is  advertising. 

Large  stores,  with  a  great  variety  of  merchandise  to  offer, 
must  use  fairly  large  space  and  must  advertise  frequently. 

If  the  advertiser  aims  at  a  complete  sale  from  his  advertise- 
ment or  even  an  order  on  approval  he  must  give  a  great  deal 
more  information  than  where  he  merely  excites  the  reader's 
interest  to  the  point  of  seeking  for  a  booklet  or  a  catalog. 

An  advertiser  may  have  a  certain  prestige  to  maintain.  It 
would  seem  odd  for  a  large  automobile  company  to  use  adver- 
tisements consisting  of  only  a  few  inches,  and  yet  a  dealer  in 
second-hand  automobiles  could  very  properly  use  advertise- 
ments of  the  smaller  size  in  offering  used  machines  of  the 
automobile  company  for  sale. 

The  use  of  large  space  when  most  competitors  are  using 
small  space  means  distinction.  But  when  the  mass  of  compe- 
titors are  using  large  advertisements  with  considerable  time 
between  insertions,  an  advertiser  may  start  a  campaign  of 
more  frequent  but  smaller  advertisements  and  be  more  dis- 
tinctive. 

The  big  advertisement  makes  a  big  impression  if  the  space 
is  well  handled.     Some  advertisers  have  found  that  the  in- 

FiG.  29. — An  evident  effort  on  the  part  of  a  hosiery  advertiser  "to  be 
different."  The  advertisement  is  undoubtedly  unusual  but  a  tremendous 
amount  of  space  is  used,  this  advertisement  occupying  four  full  newspaper 
columns.  The  only  definite  point  made  is  that  the  makers  of  Phoenix  Hosiery 
are  the  largest  makers  of  fine  hosiery.  The  appeal  is  more  in  the  class  of 
general  publicity  than  of  definite  information  that  leaves  an  impression  of 
something  more  than  a  name.  No  advertiser  should  content  himself  with 
mere  name  publicity  if  he  has  anything  about  his  product  or  service  that  is 
distinctive. 


212  THE  ADVERTISING  HANDBOOK 

sertion  of  a  few  large  advertisements  make  the  impression 
that  the  advertiser  is  a  big  or  aggressive  advertiser,  and 
frequently  dealers  or  other  interested  readers  have  imagined 
that  an  advertiser  ran  scores  of  large  advertisements  when 
perhaps  he  ran  only  ten  or  a  dozen  of  them. 

The  idea  behind  the  copy  has  much  to  do  with  the  size  of 
the  space.  Some  copy  ideas  can  be  handled  well  in  small 
spaces;  others  require  half  a  page,  a  full  page  or  possibly  two 
pages  or  more  for  proper  exploitation. 

In  Figure  25  is  shown  one  of  a  series  of  very  effective  news- 
paper advertisements,  each  making  a  single  point  about 
Houghton  products. 

In  Figure  27  is  illustrated  an  advertisement  that  requires 
large  space  for  a  proper  showing.  Its  very  size — 16  inches 
deep,  three  columns  wide  in  the  original — creates  the  impres- 
sion of  a  large  trust  company. 

It  is  not  likely  that  the  page  Piso  advertisement,  Figure  28, 
is  four  times  as  effective  as  a  quarter-page  advertisement 
for  this  article  would  have  been.  There  seems  little  need  of 
showing  all  the  drug-store  scenery. 

The  Eastman  Kodak  advertisement.  Page  177,  is  an  extreme 
example  of  large  space  and  small  amount  of  copy.  Because 
of  its  distinctiveness,  the  amount  of  space  may  be  warranted 
though  if  several  advertisers  were  following  the  style,  it  would 
probably  be  inadvisable.  The  Eastman  Kodak  Company, 
with  its  vast  output,  can  afford  a  style  of  advertising  that  smaller 
advertisers  or  advertisers  of  newer  products  could  not  use 
advantageously.  Its  product  is  generally  known  and  the 
force  of  much  of  its  advertising  is  that  of  reminding  rather  than 
informing. 


SECTION  10 
COPY-EDITING  AND     PROOFREADING 
COPY-EDITING 

The  Need  for  Copy-Editing. — The  cause  of  good  advertising 
is  helped  along  considerably  by  the  careful  editing  and  marking 
of  the  copy,  or  manuscript,  before  it  goes  to  the  printer.  A 
great  deal  of  both  money  and  time  are  wasted  because  copy 
is  not  so  marked  that  printers  and  publishers  can  tell  just 
what  the  advertiser  wants  or  because  the  advertiser,  or  copy- 
writer, waited  until  he  received  his  proof  before  doing  his 
final  editing,  thus  necessitating  expensive  changes  in  proof  and 
in  many  cases  the  submitting  of  a  revised  proof. 

Much  copy  that  comes  to  printers  is  written  more  or  less 
illegibly  and  on  paper  of  varying  size  of  sheets,  often  with  the 
pages  not  numbered.  The  neglect  of  proper  capitalization 
and  punctuation  and  the  failure  to  indicate  the  desired 
arrangement  of  the  different  parts  of  the  copy  are  still  more 
common. 

Value  of  Systematic  Practice. — One  who  makes  a  regular 
practice  of  sending  material  to  printers  will  do  well  to  adopt 
a  methodical  way  of  preparing  his  copy.  The  use  of  white 
paper  in  sheets  eight  and  a  half  by  eleven  inches  is  satisfactory, 
but  if  the  copy-writer  will  use  a  distinctive  color  of  paper  for 
all  of  his  copy,  he  will  have  just  one  more  method  of  identifying 
his  work  in  the  print-shop.  The  usual  color  of  ''copy  paper" 
is  yellow  or  buff.  A  salmon,  golden  rod,  hght  blue  or  green 
would  be  distinctive. 

Copy  for  printers  should,  of  course,  be  written  on  only  one 
side  of  paper. 

213 


214  THE  ADVERTISING  HANDBOOK 

Typewritten  copy  is  far  preferable  to  hand-written  manu- 
script. Not  only  does  typewriting  make  the  printer's  work 
easier  but  it  is  an  effective  method  of  displaying  errors  and 
omissions  and  enables  the  writer,  as  it  were,  to  proof-read 
his  thoughts  before  they  are  set  in  printer's  type. 

Numbering  of  Copy  Sheets. — Sheets  of  copy  should  always 
be  carefully  numbered  at  the  top,  either  in  the  center  or  in 
the  right-hand  corner. 

When  it  is  necessary  to  insert  additional  sheets  after  copy 
has  been  numbered,  the  added  sheets  may  be  identified  by 
letters.  Thus,  if  it  is  necessary  to  insert  two  new  sheets 
between  pages  12  and  13  of  the  original  copy,  mark  the  added 
sheets  12B  and  12C,  and  the  printer  will  understand  that 
these  follow  sheet  12,  re-marked  as  12A.  If  the  material  on 
sheets  12B  and  12C  does  not  come  immediately  at  the  end  of 
sheet  12 A,  insert  a  star  where  the  new  copy  is  to  begin  and 
write  the  memo,  on  the  margin  of  sheet  12A,  "Let  Sheets 
12B  and  12C  come  in  here." 

When  a  sheet  of  copy  is  taken  out  of  manuscript,  sheet  7, 
for  example,  write  on  sheet  6,  at  the  top,  ''Sheet  8  follows 
— 7  killed."  If  this  is  not  done,  the  printer  may  waste  time 
looking  for  sheet  7. 

Use  sheets  of  one  size  as  far  as  possible. 

The  Making  of  Additions. — Write  the  original  copy  with 
wide  blank  margins,  so  there  will  be  room  for  additions  in  the 
margins  if  additions  are  necessary.  When  a  note  is  rather  too 
large  for  a  marginal  note,  write  it  on  a  slip  as  wide  as  the 
original  copy  paper,  paste  it  on  the  edge  and  fold  it  face  down 
on  the  original  copy.  Even  then  it  is  better  to  run  a 
bracket  or  pencil  line  around  the  end  of  the  new  copy  slip 
and  over  to  the  point  where  this  addition  is  to  break  into 
the  original  copy.  There  is  no  such  thing  in  printing  prac- 
tice as  making  a  thing  too  plain.  Don't  leave  any  detail  to 
guesswork. 

Indicating  Headings  and  Other  Directions. — When  head- 
ings are  to  be  centered,  write  them  so. 

If  a  few  words  are  to  be  in  all  capitals,  write  them  that  way. 
If  the  line  is  a  long  one,  it  is  all  right  to  write  it  in  the  usual 
way  and  then  make  the  marginal  note  for  capitalization. 


COPY-EDITING  AND  PROOFREADING  215 

If  you  don't  want  words  in  all-capital  setting,  don't  write 
them  or  leave  them  that  way. 

Whenever  there  is  the  shghtest  chance  that  a  note  for  the 
printer  may  be  mistaken  for  part  of  the  text,  draw  a  ring 
around  it.  A  still  further  precaution  is  to  write  *'Note  for 
printer"  close  by  the  instruction. 

Other  General  Directions. — Don't  roll  manuscript  or  fasten 
the  sheets  together  with  staples.  Don't  paste  copy  for  illustra- 
tions on  sheets  of  manuscript.  Keep  illustrations  on  separate 
sheets  unless  they  happen  to  be  proofs  of  small  engravings. 

Use  paste  in  rearranging  copy.  This  is  much  better  than 
fastening  parts  of  sheets  together  with  pins  or  clips. 

In  hand-written  copy.  Write  n,  u,  m  and  w  so  they  will  be 
clear  to  printers.  This  appUes  also  to  the  capitals  S  and  L 
which  many  people  write  in  a  way  that  makes  the  reader 
guess.  It  usually  costs  something  to  make  printers  guess. 
When  the  word  is  a  very  unusual  one,  such  as  a  peculiar 
proper  name,  hand-print  it  unless  the  copy  is  typewritten. 

If  you  abbreviate,  printer  will  ^'follow  copy"  unless  you 
draw  a  circle  around  your  abbreviations.  If  you  use  ditto 
marks  instead  of  spelling  words  out,  he  will  also  foUow  copy 
in  the  absence  of  instruction  to  the  contrary. 

When  all  the  words  but  one  in  the  center  of  a  line  are 
crossed  out,  it  is  generally  better  to  cross  that  out  also,  as  it  is 
likely  to  be  overlooked. 

If  a  certain  paragraph,  example  or  foot-note  is  to  appear  in 
type  smaller  than  that  used  for  the  main  text,  draw  a  line 
alongside  the  text  to  be  specially  treated  and  use  a  marginal 
note  reading  ''Use  smaller  size  here  (or  Use  8-point  here)." 

When  color  is  to  be  used  in  a  job,  red  for  example,  it  is 
very  helpful  to  the  printer  if  the  copy-preparer  will  write  in 
color  the  copy  that  is  to  be  printed  in  color.  Typewriters 
with  red-and-black  ribbons  facilitate  this. 

List  of  Marks  Used. — The  exhibit  on  following  pages.  Figure 
1,  A,  B  and  C,  shows  the  marks,  abbreviations  and  notes  that 
are  in  common  use  in  marking  manuscript  and  reading  proof. 
Some  of  these  are  used  almost  entirely  in  the  marking  of 
manuscript;  others  are  used  entirely  in  the  reading  of  proof. 
An  important  difference  between  the  marking  of  manuscript 


C      J 


216  THE  ADVERTISING  HANDBOOK 

L'^l^l^  ^  "■  Set  in  all  capital  letters 

o.  C^  ^V*"     ■  Set  in  small  capitals. 

CobpJj.  ^t'O^ .  ^®t  ill  capitals  and  small  capitals. 

-^^  ^  ^^  .xvAA'*.^'^         Set  in  bold-faced  type. 

i^Ql4,  d^ -  ^^*  ^  italic. ' 

y  j^  Set  in  bold-faced  capitals. 

l^^T,  CO/p^^  Of' ,       :^         In  all  the  foregoing  examples,  the  lines  should 
appear  under  the  words  to  be  capitalized,  itali- 
cized, etc. 
Bring  the  line  to  this  point. 

Square  up  the  lines  at  this  margin. 
Straighten  the  line  or  lines. 

Bring  matter  to  this  point. 

Carry  over  to  where  arrow  points. 

Spell  out  matter  in  this  circle.     (This  mark  is 
used  frequently  around  abbreviations.) 

Period   circled  to  prevent  being  mistaken  for 

comma. 
Colon  encircled  to  prevent  being  mistaken  for 

semicolon. 

The  dele  mark,  meaning  to  "take  it  out. 
Make  a  paragraph  here. 

Don't  let  this  be  a  new  paragraph. 

Take  out  the  leading. 

Reduce  the  spacing 
Fig.   lA. 


COPY-EDITING  AND  PROOFREADING 


217 


^y.arUy'i 


Set  this  a  size  smaller. 

Fix  this  broken  letter. 

Isn't  this  from  a  wrong  font? 

Take  out  the  thing  marked  and  close  up. 

PHit  a  space  in  here. 

Put  a  lead  in  here. 

Make  it  a  part  of  body  matter  (more  often  used 
to  indicate  the  running  of  two  paragraphs 
together  as  one  paragraph). 

Turn  this  type  over;  it  is  upside  down. 


'CUWd,    Transpose  the  position  of  the  matter  marked. 


i^tst' 


Transpose  the  marked  matter  to  the  other  point 
where  the  star  occurs. 

Use  Roman  letter  here  instead  of  the  kind  you 

have. 
Correct  the  poor  spacing  at  the  points  marked. 
Means  reset  some  of  the  type  so  that  the  matter, 

through  respacing,  will  run  a  little  longer  and 

thus  make  a  better  end  to  a  paragraph. 
Means  run  the  syllable,   word,  or  line  back  to 

preceding  line  or  page. 

Means  end  of  manuscript  or  copy. 
Give  this  cut  a  half  circle  turn. 

Capital  letters  so  marked  are  to  be  reset  in  lower- 
case letters. 

A  marginal  instruction  to  restore  the  words  under 
which  the  dots  appear. 

Means  set  or  reset  the  words  in  the  order  indi- 
cated by  the  figures,  the  figures  being  placed 
in  copy  over  the  words  in  question. 

Means  that  the  printer  missed  something  and  is 
referred  back  to  copy. 


Fio.  \B. 


218  THE  ADVERTISING  HANDBOOK 

^  ->  Means  "is  this  right?"  or  "is  this  arrangement  satis- 

(j^U.Xff   Y-  factory?" 

/^^jy  T  Another  way  of  questioning  correctness.     If  the  ques- 
^» •*     "^  tioned  item  or  the  suggestion  is  correct,  run  a  hne 

^^  through  the  question  mark,  but  donH  erase  it. 

V  Insert  apostrophe. 

^         V/^  Insert  quotation  marks. 

'^^  Join  the    letters   in   a   logotype  or   close  up  the  space 

/^  left  between  two  words. 

'    U  Transpose  the  two  letters  or  words  marked. 

^/  Insert  comma. 

Insert  semicolon. 
Insert  hyphen. 

Insert  dash. 


Insert  narrow  or  n  dash. 


/' 


Insert  interrogation  mark. 


Insert  exclamation  mark. 


^  I     Raise  or  push  matter  up  to  here. 

I  I     Lower  matter  to  here. 

O  Indent  line  one  quad  of  size  of  type  used. 

JL.  Push  down  lead  or  space  showing  on  proof. 

-xf.  (?.         Reset  in  lower-case  letters. 
Fig.  IC. 


COPY-EDITING  AND  PROOFREADING  219 

and  proof  is  this:  on  manuscript  corrections  are  freely  made 
in  the  body  of  the  matter  without  any  marginal  notes.  In 
marking  proof,  no  matter  what  indications  may  be  placed  in 
the  body  of  the  matter,  a  marginal  note  or  symbol  must  be 
used  to  call  attention  to  the  change. 

Example  of  Edited  Copy. — Figure  2  on  this  page  affords  an 
example  of  a  page  of  manuscript  which  has  been  corrected 


(^ 


/baragaB — Large  and  Smalip  ^llaky  your  Rorage  a  penoa- 
neat,   fire/proof  Biaataimtiad  while  yoa  aro  at  it. 

You  Will  save  in  paint  fiaal%  repairs  and   insurance,  and 
there  axa  really  «  great  sea(;  possioilitMa  in  concrete  con- 
struction in  tne  aatt9>  «t  appearance  as  well  aa  m  ponaa- 
nnn-n  nnfl  Tnalnfnr""'^'*  '^  low  up^keepO 

The  Alpha  Portland  Cement  Company' "haTo.  recently  oomr: 
piled  a  well  illustrated  special  booklet  on  the  suBjeot  of 


dlstinotiTe  types^aif  tliBwi   biillJiini,i^al3o  giving  practical 

hints  on  construction. 

Still  more  recently  we  have  prepared  an  additional 

aerrioe  sheet  showing  a.  unit  esample  of  grage  construction 

"        of 


concerns  Baring  a  number  of  cara^ >a  wao.     All  of  this  material 
is  sent  freeto  inquirers  living  east  of  the  Mississippi 
River0(without  ODligation^yif  you  haven't  a  uapy  8<f  the 
Qz..    96-page  AIPHA  HANDBOOK  on  /oncrete  construction,   ask  ftjbe* 
for  a  copyffj>t  that  r^'p^^BB^ion' 

Alpha  Portland   Cemont   Co. ,    General  Offices,   Easton,   Pa. 
Branch  Offices;   Boston.  He wYork. Philadelphia.   PittsburgT 
*Baltimore,   Savannah. 

Fig.  2. 

freely.  While  this  example  is  given  in  order  to  show  just 
what  editing  and  marking  may  be  done  and  still  leave  copy 
intelligible  to  a  printer,  at  the  same  time  money  would  be 
saved  by  having  a  page  like  this  recopied.  The  stenographer's 
time  is  less  costly  than  the  printer's,  as  a  rule. 


220  THE  ADVERTISING  HANDBOOK 

Carbon  Copies  of  Manuscript. — Copy  will  sometimes  be 
lost.  The  loss  of  even  a  single  page  may  cause  considerable 
delay.  Therefore,  it  is  a  good  plan  to  keep  a  carbon,  or  the 
original  rough  manuscript,  until  a  job  has  been  printed. 

THE  READING  OF  PROOF 

How  Proofs  are  Taken. — When  a  compositor  has  the  type 
of  an  advertisement  or  a  catalog  article  set,  this  type  is  placed 
in  a  galley  or  in  a  form  and  a  proof  taken  on  what  is  known  as 
a  proof  press.  Proof  is  usually  taken  on  long  strips  of  paper 
that  are  slightly  dampened.  Often,  however,  corrected  proofs 
are  taken  on  sheets  of  book  paper  in  order  to  have  them  present 
a  better  appearance.  Very  often  proofs  are  taken  in  dupHcate 
or  in  triplicate.  In  booklet  or  catalog  work,  for  example,  it  is 
common  for  the  advertiser  or  author  to  ask  for  duplicate 
proofs.  In  such  cases  corrections  are  made  on  one  set  which 
is  known  as  the  ''official  proof"  while  the  other  set  of  proofs 
are  cut  up  and  pasted  on  pages  so  as  to  make  a  page  dummy  of 
a  job. 

Immediately  after  taking  proofs  it  is  a  practice  in  good 
printing  offices  for  obvious  mistakes  to  be  corrected  at  once 
so  that  the  proof  which  is  sent  to  the  advertiser  or  author 
will  be  fairly  clean. 

While  examples  of  proof  are  shown  here  as  containing  a 
great  many  errors,  these  are  shown  for  the  purpose  of  illus- 
trating the  marking  of  proof.  No  good  printing  office  would 
send  out  such  proof  to  a  customer. 

Why  Official  Proof  Should  not  be  Cut. — Where  duplicate 
proofs  are  furnished  the  official  proof  should  never  be  cut  up. 
Leaving  this  intact  and  making  all  changes  on  this  set  of 
proofs  makes  it  much  easier  for  the  printer  to  locate  the  type 
and  to  make  corrections.  If  fifty  or  a  hundred  pages  of 
galley  proofs  are  all  cut  up  it  would  be  quite  a  job  for  the 
printer  to  locate  the  type  in  the  various  galleys. 

Proofrooms  and  Proofroom  Practices. — ^Large  and  efficient 
printing  offices  have  a  proofroom  with  a  number  of  skilled 
proofreaders  and  copy-holders.  The  copy-holder  is  merely  a 
reader  who  reads  aloud  while  the  proof-reader  reads  the 
proof,  keeping  a  keen  watch  for  errors.     Where  such  proof- 


COPY-EDITING  AND  PROOFREADING  221 

rooms  are  maintained  it  is  possible  to  send  proof  to  the 
advertiser  in  good  order.  It  is  not  necessary  for  all  typo- 
graphical corrections  to  be  made  before  proof  goes  out  to  the 
customer  but  all  such  changes  should  be  indicated  clearly  on 
a  proof  before  it  goes  out.  It  is  a  reflection  on  a  printing 
house  possessing  a  proofroom  if  a  customer  detects  a  number 
of  typographical  errors  in  one  job. 

Unfortunately,  many  printing  offices  have  too  small  a 
volume  of  work  to  warrant  the  expense  of  maintaining  a 
good  proofroom.  Where  a  proofroom  is  lacking,  usually  one 
of  the  printers  will  give  the  proof  some  attention  before  it  goes 
to  the  customer,  or  the  general  manager  of  the  shop  will  do 
so.  With  such  a  system,  however,  the  printer  is  more  in- 
clined to  throw  the  responsibility  of  making  corrections  on  the 
customer.  That  is,  if  the  customer  sends  proof  back  with  his 
0.  K.  on  it  and  the  work  is  printed  with  typographical  errors 
uncorrected,  the  printer  will  hold  that  the  advertiser  put  his 
O.  K.  on  the  proof  as  being  satisfactory.  It  is  customary 
whether  the  printer  has  a  proofroom  or  not  to  return  the 
original  copy  to  the  customer  along  with  the  proof.  This 
original  copy  should  always  go  back  to  the  printer  along  with 
the  proof. 

Responsibility  for  Correct  Printing. — Strictly  speaking,  the 
printer  should  be  held  responsible  for  setting  type  according 
to  copy.  By  placing  the  burden  on  the  customer,  a  printer 
can  legally  escape  the  responsibility  for  even  typographical 
errors,  but  from  the  printing  point  of  view  it  is  his  job  to  see 
that  type  is  set  according  to  copy.  It  is  a  general  rule  in 
printing  shops  to  ''follow  copy.'^  A  compositor  has  no  right 
to  edit  and  does  not  attempt  to  do  so  unless  requested. 

Nor  will  a  proofroom  edit  except  in  a  suggestive  way.  The 
proofreader  will  mark  changes  that  the  printer  should  make 
to  make  the  set-up  matter  correspond  with  the  copy  but  where 
copy  is  not  clear  or  it  seems  likely  that  an  error  was  made  in 
the  copy,  all  that  a  good  proofreader  will  or  should  do  is  to 
question  the  correctness  of  the  matter  and  perhaps  offer  a 
suggestion  as  to  what  the  spelling  or  revised  language  should 
be.  This  is  done  for  the  customer's  benefit  and  is  subject  to 
his  approval. 


222  THE  ADVERTISING  HANDBOOK 

For  example,  if  the  customer  made  a  statement  that  George 
Washington  was  born  at  Mt.  Vernon,  Virginia,  the  compositor 
will  undoubtedly  set  the  statement  that  way,  but  if  the  proof- 
reader happens  to  know  that  George  Washington  hved  at 
Mt.  Vernon,  but  was  born  at  Wakefield,  Virginia,  he  would 
put  on  the  margin  of  the  proof  "Wakefield,  Va."  followed  by 
an  interrogation  mark  or  the  abbreviation  qu.  If  the  author 
of  the  copy  accepts  the  suggested  correction  all  he  need  do  is 
to  run  his  pen  through  the  question  mark  and  the  printing 
shop  will  then  take  care  of  the  correction. 

It  is  not  the  part  of  the  proofreader,  however,  to  make  a 
great  many  such  suggestions  but  merely  a  courtesy  and  a 
voluntary  service  on  his  part.  He  cannot  possibly  be  familiar 
enough  with  all  the  facts  of  history  and  science  to  question 
every  editorial  statement  in  copy.  Nevertheless,  some  very 
important  corrections  are  suggested  by  good  proofreaders 
often  after  the  original  copy  has  been  carefully  edited.  This 
is  just  because  two  or  three  pairs  of  good  eyes  are  always 
better  than  one  pair. 

The  Advertiser's,  or  Author's,  Rights. — The  author,  or  the 
copy-writer  can,  of  course,  edit  as  well  as  proofread  his  work. 
In  an  extensive  job  of  printing  there  are  usually  a  number  of 
changes  that  the  author  makes  in  the  text,  though,  as  already 
pointed  out,  changes  after  material  has  been  put  in  type  should 
be  kept  down  to  a  minimum.  If  changes  are  made  freely  it 
may  cost  almost  as  much  to  make  these  corrections  as  it  did 
to  set  up  the  type  in  the  first  place.  It  should  be  borne  in 
mind  that  taking  out  a  few  words  in  the  middle  of  a  hne  or 
adding  a  few  words  may  mean  that  ten  or  a  dozen  lines  will 
have  to  be  rearranged  to  take  care  of  this  change  properly. 
Therefore,  those  who  are  skilled  in  reading  proofs  of  their  own 
productions  usually  try  to  cut  out  or  add  either  complete 
lines,  or  to  supply  as  much  matter  as  they  have  cut  out,  or 
to  make  changes  near  the  ends  of  paragraphs  so  as  to  disturb 
the  setting  of  the  whole  as  little  as  possible. 

Methods  of  Marking  Proof. — It  is  a  well  founded  custom 
that  all  indications  which  are  memoranda  for  change  in  type 
should  be  placed  in  the  margins  of  proof-sheets.  While  it  is 
necessary,  as  a  rule,  to  also  place  some  indications  within  the 


COPY-EDITING  AND  PROOFREADING  223 

text  itself  there  should  always  be  a  marginal  mark  or  note  to 
call  the  printer's  attention  to  the  change.  These  marginal 
notes  should  not  be  small  or  faint.  They  should  be  clear  so 
that  proofrooms  and  compositors  cannot  miss  the  corrections. 

Proof  corrections  should  be  made  in  pencil  if  desirable, 
though  some  use  ink,  and  colored  inks,  in  order  to  indicate 
corrections  more  clearly. 

Whether  the  author  should  merely  read  his  proof  alone  or 
should  have  someone  else  read  the  copy  while  he  reads  the 
proof  is  a  matter  of  personal  preference. 

All  queries  by  the  printer  or  the  printer's  proofroom  should 
be  answered  one  way  or  the  other  so  that  the  compositor  will 
not  be  in  doubt  as  to  whether  the  change  should  or  should  not 
be  made. 

If  a  proof  needs  no  correction  the  author  should  mark  it 
O.  K.  and  sign  his  name  immediately  after  the  0.  K.  and  also 
put  on  the  date.  If  there  are  a  number  of  corrections  to  be 
made  and  still  it  is  not  deemed  necessary  to  have  another  proof, 
the  proof  should  be  marked  "0.  K.  as  corrected"  with  this 
memo  followed  by  the  author's  name  and  the  date. 

Whether  the  author  should  call  for  a  revise  or  not  depends 
on  the  condition  of  the  first  proof  and  the  efliciency  of  the 
printing  office  with  which  he  is  dealing.  In  dealing  with  good 
printing  offices  minor  corrections  can  always  be  intrusted 
to  the  printer's  proofroom  after  they  have  been  properly 
marked.  In  fact,  by  putting  on  the  proof  the  notation  "O.  K. 
as  corrected"  the  author  throws  on  the  printer  the  burden  of 
seeing  that  these  corrections  are  properly  made.  If  the  printer 
does  not  choose  to  send  another  proof  on  his  own  responsibility 
and  runs  the  job  without  making  corrections  that  were  marked 
the  fault  is  his  own  and  he  can  be  held  responsible  for  the 
faulty  work. 

Newspaper  Practice. — On  account  of  the  short  time  allow- 
able for  changes,  newspapers  object  to  giving  revised  proofs  as 
a  general  practice.  Some  newspaper  offices  ask  that  they  be 
allowed  to  print  advertising  without  submitting  proofs  at  all, 
but  this  is  hardly  desirable  unless  the  composition  is  of  a 
simple  nature.  Where  the  copy  abounds  in  detail,  description, 
prices,  etc.,  unfortunately  errors  are  likely  to  be  made  in  the 


224  THE  ADVERTISING  HANDBOOK 


^+1-.^";$ 


— y    c^     Garagesy^  Large  and  ^mall    ^ 

A1^  *        Make  your  fiarage  a  permanent  fireproof     ^/ 
tsrr  structure  while  you  areat  it.  /. 

/       J  You  save  in  paint,    reapirs  andinsu-      ^/ 

•'"'^    "^nce,  and  there  is  really  great  possibility  m^  ^  J 
w  in  con<Qete  construction  in  appearance  as     '/ 


9  /    O  in  con<Qete  cons/r 

/  well  as   in    permai 


=/ 


or  low  up.keep. 

A 


permanence   and    maintenance^   ^ 


i 


,  _      .  The  Alpha    Portland   Cement  ^ompany      O 

7>^/  has  recently     complied       a  well  illustrated        ~ 

s/ecial  booklet  on  the  subject  of   garages, 
qI  showing    phtographs    and    sketches     of    a  o 

/     number  of  distinctive  types,   also   giving      <tfyj  • 
practical  hints  on  (Constraction.  -'^^« 

"^y/  Still  more ^ejl^recentlv  have  prepared  «a    ^5 

/        an  additional  Service  Sheet  showing  a  ujjii.    ^    ^ 
$r/   example^garage  construction   well  adapted      .      ,.  , 

/      to  the  needs  of  individuals  as  well  as  of  bu-   ^O  6/7^^12,/ 
^  siness  concerns  having  a  number  of  cars.  / 

OCtL-f  All  of  this   material  /'/  sent  free,  without 

^  /       obligation  to  inquirHtf^living   east    of    the      S3<yv/ 
I         Mississippi  river.  / 

JP     ^  If  you   havent   the -iU    96-page   ALPHA^  AlC^  yj^ 

^  HANDBOOK  on  concrete   construction,   ask  J  ^hp\A^  (-^ 

for  a  celtx.  '  fJ ' 


y 


for  a  copy. 

ALPHA  PORTLAND  CEMNT  CO.    £> 


Fio.  3, 


COPY-EDITING  AND  PROOFREADING  225 


Garages — Large  and  Small 

Make  your  garage  a  permanent,  fireproof 
structure  while  you  are  at  it. 

You  save  in  .paint,  repairs  and  insur- 
ance, and  there  is  really  great  possibility 
in  concrete  construction  in  appearance  as 
well  as  in  permanence  and  maintenance, 
or  low  up-keep. 

The  Alpha  Portland  Cerfient  Company 
has  recently  compiled  a  well  illustrated 
special  booklet  on  the  subject  of  garages, 
showing  photographs  and  sketches  of  *a 
number  of  distinctive  types,  also  giving 
practical  hints  on  construction. 

Still  more  recently  we  hayc  prepared 
an  additional  Service  Sheet  showing  a  unit 
example  of  garage  construction  well,  adapted^ 
to  the  needs  of  individuals  aS  well  as  to 
those  of  business  concern's  having  a  number 
of  cars. 

J//  of  this  rriateriial  if  sent  freeyW\l\io\iX 
obligation,  to  inquirers  living.^ast  of  the 
Mississippi  river. 

If  you  haven't  the  96-pa'ge  ALPHA  HANDBOOK  oA 
concrete  construction,  ask  for  a  copy, 

ALPHA  PORTLAND  CEMENT  CO. 

Branch  Offices:    Boston.  New  York.  Philadelphia, 
Pittsburgh,  Baltimore,  Savannah 

Fig.  4. 


15 


226 


THE  ADVERTISING  HANDBOOK 


1 

i 
4 


Calvin  Coolidge 

Says : 

i^'tXT'E  have  had    many  atteyfpts  at    l^- 
-^:    regulation  of  industrial  acti/ity  9 


by  law.     Sonie  of  it  hy^s  proceeded 
on  the  theory  that  if  tnose  who  en- 
jbyed  material  v^rosperity  used  it  fo£ 
wrong  purposes  piirporrs,  such  pro^ 
perity  should  be  limited  or  abolished. 

That  is  as  sound  as  it  wou  Id  be 
to  abolishfto  p^vcnt(^itin^orgery." 
There  are  powerful  paragraphs  like 
this  on  every  page  of  ^vernor  Coo- 
(JdgeJ  bookr 


**Have  Faith  in  Massachusets" 

If  yiou  like  a  man  who  has  clean-cut 
convictions  and  the  courage  to  utter 
them  with  vigorjand  power,  you  will 
like  this  book. 

It  is  sound  Americanism  From  a 
really  great  American. 

At  all  booHstores  or  sent 
Jor  $1.50  by  the  publishen 

Houghton/ Mifflin  Company,  Boston^ 
Fig.  6. 


•  ••• 

Of. 


Y 

-4 


COPY-EDITING  AND  PROOFREADING  227 


Gov. 

Calvin  Coolidge 

Says : 

^'\I7E  have  had  many  attempts  at 
regulation  of  industrial  activity 
by  law.  Some  bi  it  has  proceeded, 
on  the  theory  that  if  those  who  en- 
joyed material  prosperity  used  it  for 
wrong  purposes,  such  prosperity 
should  be  limited  or  abolished. 
That  is  as  sound  as  it  would  be  to 
abolish  writing  to  prevent  forgery." 

There  are  powerful  paragraphs  like 
this  on  every  page  of  Governor  Cool« 
idge*s  book. 

''Have  Faith  in  Massachusetts" 

If  you  like  a  man  who  has  clean-cut 
convictions  and  the  courage  to  utter 
them  with  vigor  and  power,  you  will 
like  this  book. 

It  is  sound  Americanism  from  a 
really  great  American. 

Ji  all  bookstores  or  sent 
for  $1.50  by  the  publishers 

Houghton  Mifflin  Company,  Boston 

Fio.  6. 


228 


THE  ADVERTISING  HANDBOOK 


ca/  if 

y 


dii.fl 


^U4/¥< 


-V 


^:3 


Acqijjring  and  losing  Yic/rola 

A  popular  womain  magJKine  conducted  a  contest/  recently 
m  order  to  learn  of  unique  plan>  by  which  it/s  readers  had 
purch«ed  articles  advertuted  in  the  pagesof  the  publication. 

A  woman  in  the  far  j^est  told  in  her  letter,  how  for  a 
year  or  so  she  had  longed  for  a  Victrola/ an^ow  she  and 
her  hi^pnd  had  provided  a  iitt'e  savings,  box  into  which 
they  put  spare  dollars  until  they  had  enough  to  bring  a  Vic- 
trola  and  a  good  assortment  of  records  into  their  home^^ 

L       VICTROLA  CONCERTS 

^Then   she   relates    ii^erestingly    how  the   hi^ory   of   each 
record,  the  selection  itself  and  the  artist  who  sings  or   plays, 

^looked  up  and  told  to  the  family,  so  that  ^»ti  understand- 
ing  of  the  music,  whether  it  be  an  ^peratic  Sfeleclion  °'  '*" 
performance  of  a  nocturne  ^^,tmaatm  by  a  tamo 
thoroughly  iinJgfiUnd 

Says  she  /  "Our  children  are  trainee  to  keep  as  quae  and 
attentive  during  the  performance  as  they  would  be  ^  it  they 


opera  .  house. 
DTUDY  COUR0C&- 


/During  the  last  year/we  have  practiced  our  French  with 
the  aid  of  special  recoro^  and  it  is  my  hope  that  the  chi- 
(^ren  may  have  the  ai/  of  the  \<oice  culture  records  now  ob- 
tainable with  the  VictroIa.V^  '* 

VICTROLA  VERSATILITY/ 
The  experience  of  this  letterwritcr  is  just  one  more  example 
f    the    wonderful    versatility     of     the    Victrola     as     part 
f  a  home  equipment.^ 

^It  teaches  as  well  as  entertainy  itAi^^^iiiiiiiiiiJa  thi  ili 
I  I  I   li  ll '      I     II  il 

A  talking  machine  is  an  instrument  thai  the  head  of  a 
home  should  buy  with  a  view  of  its  being  a  LirC/TIN4C 


Kf-1 

J/ 


^  / 


possession.     The  wonderful  merit  of  the  Victrola  has  brought 

^/       scores  of  i/ilations  on  the  market.     The  Victrola  is  the  one  »  _  / 

"Tp  /  I M      inftrument  of  ils/thal^jas^is   today  made  complei^ly  in  one  *^/ 

great  plant  famous  for  it's  fine  workmanship,     bvtiy   note-  'ir\ 

*»oillij  iuipiuitiiwuiil  liuj  bun   biumjlll   uui   Jiid   Utttlupi.el  ^*^ 

by-tl>«-vict»f  Gonpamy, ' 


;fiq.  7> 


COPY-EDITING  AND  PROOFREADING 


229 


Acquiring  and  usmg  a  Victrola 

A  p>opular  woman's  magazine  conducted  a  contest  recently 
in  order  to  learn  of  unique  plans  by  which  its  readers  had 
purchased  articles  advertised  in  the  pages  of  the  publication. 

A  woman  in  the  far  West  told,  in  her  letter,  how  for  a 
year  or  so  she  had  longed  for  a  Victrola  and  how  .she  and 
her  husband  had  provided  a  little  savings  box  into  which 
they  put  spare  dollars  until  they  had  enough  to  bring  a  Vic> 
trola  and  a  good  assortment  of  records  into  their  home, 

VICTROLA  CONCERTS 

Then  she  relates  interestingly  how  the  history  of  each 
record,  the  selection  itself  and  the  artist  who  sings  or  plays, 
is  looked  up  and  told  to  the  family,  so  that  their  understand- 
ing of  the  music,  whether  it  be  an  operatic  selection  or  the 
performance  of  a  nocturne  by  a  famous  master,  is  thorough. 

Says  she:  "Our  children  are  trained  to  keep  as  quiet  and 
attentive  during  the  performance  as  they  would  be  if  they 
were  in  an  opera  house. 

"During  the  last  year  we  have  practiced  our  French  with 
the  aid  of  special  records,  and  it  is  my  hope  that  the  chil- 
dren  may  have  the  aid  of  the  voice  culture  records  now  ob- 
tainable with  the  Victrola." 

VICTROLA  VERSATILITY 

The  experience  of  this  letter- writer  is  just  one  more  example 
of  the  wonderful  versatility  of  the  Victrola  as  part  of  a  home 
equipment.     It  teaches  at  well  as  entertains. 

A  talking  machme  is  an  instrument  that  the  head  of  a 
home  should  buy  with  a  view  of  its  being  a  life-time 
possession.  The  wonderful  merit  of  the  Victrola  has  brought 
scores  of  imitations  on  the  market.  The  Victrola  is  the  one 
instrument  of  its  class  that  is  today  made  completely  in  one 
great  plant  famous  for  its  fine  workmanship. 


Fig.  8. 


230  THE  ADVERTISING  HANDBOOK 

advertiser's  announcement  unless  he  calls  for  at  least  one 
proof.  But  unless  the  proof  is  very  bad,  a  newspaper  office 
should  be  allowed  to  make  corrections  and  to  go  ahead  with  the 
insertion  of  the  advertisement.  An  exception  to  this  rule 
would  be  in  the  case  of  large  stores  that  put  in  their  copy- 
days  ahead  of  publication  and  where  there  may  possibly  be 
plenty  of  time  to  submit  a  second  proof  showing  the  corrections 
made. 

Charge  for  Changes. — A  printer  has  no  right  to  charge  for 
typographical  changes  that  are  necessary  to  make  proof  like 
the  original  copy.  He  has,  however,  full  right  to  "charge  for 
all  changes  in  type  or  arrangement  that  are  necessary  because 
of  the  advertiser's  editing  of  his  copy  after  it  has  been  set  or 
because  the  advertiser  changes  his  mind  about  the  arrange- 
ment of  the  material,  the  size  of  type  in  which  it  is  to  be  set, 
etc.  Such  charges  are  known  as  charges  for  ''author's 
corrections." 

Penalties  for  Errors. — There  are  no  well  established  rules 
about  penalties  for  errors  in  type.  There  are  many  cases 
on  record,  however,  where  publishers  printed  prices  wrong 
when  proof  was  properly  marked  and  where  they  have  been 
required  to  make  good  the  loss  sustained  by  advertisers 
through  the  improper  printing  of  prices.  There  are  many 
other  cases  on  record  where  advertisers  have  refused  to  accept 
folders,  booklets,  catalogs,  or  other  work  that  contain  a 
number  of  errors  marked  on  proof  but  not  corrected.  Gen- 
erally it  is  possible  to  make  some  compromise  in  cases  of  this 
kind.  Some  publishers  lessen  their  responsibility  by  making 
it  known  that  they  will  not  accept  responsibility  for  certain 
kinds  of  errors  such  as,  for  example,  the  dropping  out  of  key 
numbers  in  the  addresses  of  advertisers. 

Notes  on  Examples. — A  study  of  the  examples  of  marked 
proofs.  Figures  3,  5  and  7,  and  the  exhibits  showing  these 
settings  as  they  appeared  after  corrections  have  been  made, 
Figures  4,  6  and  8,  will  make  proofreading  methods  clearer. 
These  exhibits  should  be  studied  carefully  in  connection  with 
the  table  of  notes  and  marks  used  in  editing  manuscript  and 
reading  proof  shown  on  pages  216,  217  and  218. 

It  will  be  observed  that  where  there  are  many  corrections 


COPY-EDITING  AND  PROOFREADING 


231 


both  margins  of  the  proof  are  used.  The  best  practice  is  to 
make  corrections  in  the  left  margin  when  the  error  is  in  the 
proof  between  the  left  edge  and  the  center,  and  to  make  cor- 
rections in  the  right  margin  when  the  error  is  past  the  center 


■/ 


w 


HILE  PERMANENCE  is,  an  important   feature  of  such  a 
structure  as  an  enclosure  wall,  appearance  is  often  just  as  im- 
portant to  the  propertv^owner 

A  great  variety  of  pleasmg  effects,  m  both  design  and  surface  treat- 
ment, are  possible  m  concrete  walls. 


We  have  recently  gathered  a  score  of  fine  photographs  and  have  reproduced  these 
in  an  8-page  Bulletin  and  two  15  in  x  20  m  Service  Sheets  devoted  to  the  subject 
of  Inclosure  Walls  This  valuable  data,  our  handbook  on  concrete  construction, 
96  pages  illustrated,  and  Service  Sheets  or  Bullrtins  on  any  of  the  following  sub- 
jects  are  free  if  you  live  East  of  the  Mississippi  Where  i^quiriW  are  out  of  our 
sales  field,  we  are  obliged  to  ask  fifty  cents  to  covei-  the  ^ost  of  printing  and  postage 


-eiV 


Workingmcn's  Homes 
Concrete  Roads 
Walkways  and  Driveways 
bridges  and  Culverts 
Foundation  and  Hatchwa) 
Gutter  and  Curb 
Storage  Cellar 
Small  Warehouse;- 
Spring  House 
Small  Dam 
Milk  House 


Ice  House 
Manure  Pit 
Septic  Tank 
Oil  Storage  Tank 
Tennis  Court 
Inclosure  Walls 
Barn  and  Silo 
Corn  Crib 
Storage  House 
Smoke  House 
Hog  House 


Poultry  House 

Pipiting  Vat 

Tanks  and  Troughs 

Piers  for  Small  Boats 

Greenhouse 

Coal  Pocket 

Post  and  Walls 

Walls.  Sills  and  Lintels 

Garages  and  Runways 

Overcoating  of  Old  Dwellings 

Porch,   Cellar  and  Stable  Floor' 


Alpha  Portland  Cement  Company,  General  Offices,  Easton,  Pa. 

Brancb  Office*  N«w  York  Beaton  PiUaburfh  PhiUddphia  Baltimore  Savannah 


Fig.   9. — Typical  example  of  proof  from  well  organized  publisher' 


oflace 


of  the  proof.  Where  there  are  several  errors  in  one  Hnethe 
note  nearest  the  edge  of  the  type  should  deal  with  the  first 
correction.  See  how  this  is  carried  out  in  the  fifth  text  line  of 
Figure  3. 


232  THE  ADVERTISING  HANDBOOK 

If  several  errors  occur  in  one  word  it  is  better  to  cross  out  the 
entire  word  and  to  write  the  word  in  the  margin  than  to  indi- 
cate several  changes  in  it.  Figure  No.  9  is  a  typical  example 
of  proof  from  a  good  printing  office.  Here  the  advertiser 
found  it  necessary  to  make  only  minor  changes  and  to  answer 
just  a  query  from  the  proofreader  as  to  whether  zncZos?/r6  should 
be  changed  to  enclosure.  The  note  ''See  2d  line"  is  from  the 
proofreader. 

Where  there  are  only  a  few  changes  the  method  of  correcting 
shown  in  Figure  9  is  the  simplest,  that  is,  of  drawing  a  line 
from  the  correction  out  to  the  margin  and  at  the  marginal 
end  of  the  line  supplying  the  correct  form  or  making  a  direc- 
tion as  to  change.  Where  proof  is  full  of  errors,  however,  the 
drawing  of  these  lines  would  create  a  maze  of  lines  difficult  to 
follow.  In  such  a  case  the  better  method  of  reading  and  mark- 
ing is  shown  by  Examples  3,  5,  and  7. 

Examples  4,  6  and  8  show  how  the  settings  of  Examples 
3,   5  and  7  appear  when  all  corrections  have  been  made. 

MISCELLANEOUS  INFORMATION 

The  expression  "second  proof"  means  the  same  as  revised 
proof. 

''Office  proof"  refers  to  the  first  proof  taken  by  the  printer 
merely  for  the  use  of  the  printing  office  in  correcting  the  ob- 
vious omissions  or  errors.  It  is  not  customary  to  send  the 
office  proof  out  to  customers. 

"Foundry  proof"  means  proof  taken  just  before  type  pages 
are  sent  to  the  electrotype  foundry  for  electrotypes  to  be  made. 

"Press  proof"  refers  to  proof  that  is  taken  after  a  page  is  on 
the  press.  It  is  really  an  advance  sheet  of  the  finished  job. 
Sometimes  advertisers  are  furnished  press  proofs  but  this  is 
not  usually  done  except  on  request  and  in  case  such  proofs 
are  furnished  they  must  be  acted  on  immediately  or  otherwise 
the  press  is  kept  idle. 

Color  proofs  are  often  submitted  in  order  to  get  the  adver- 
tiser's approval  of  the  color  the  printer  is  preparing  to  use. 

An  advertiser  is  properly  charged  for  all  "  over  composition, " 
that  is,  matter  set  up  in  type  by  the  printer  on  the  advertiser's 


COPY-EDITING  AND  PROOFREADING  233 

authority  but  which  cannot  be  used  in  the  advertisement, 
booklet,  catalog,  house  organ,  etc.,  because  of  lack  of  space. 
The  advertiser  should  calculate  his  space  and  copy  accurately 
so  that  there  will  be  very  little  over-run  matter  that  cannot 
be  used. 

Getting  a  Number  of  Proofs. — Both  magazines  and  news- 
papers, if  given  time,  will  willingly  furnish  the  advertiser  a 
number  of  extra  copies  of  proofs  of  advertisements.  If  the 
setting  is  well  done  these  extra  copies  are  very  useful  as  com- 
bined copy  and  layout  for  other  publications.  It  is  an  excel- 
lent plan  to  send  some  publications  copy  well  in  advance  in 
order  to  get  extra  proofs  for  this  purpose. 

Booklet,  Catalog,  and  House  Organ  Proofs. — The  methods 
of  handling  booklet,  catalog,  and  house  organ  copy  is  described 
in  greater  detail  in  other  sections  of  this  Handbook.  Most  of 
the  proofreading  methods  here  described  come  into  use  in 
the  reading  of  proofs  of  folders,  booklets,  catalogs,  house 
organs,  and  other  printed  matter  of  a  pamphlet  or  book  nature. 
There  are,  however,  some  special  considerations.  Example 
7  shows  how  a  booklet  page  that  is  somewhat  long  can  be  cut 
down  to  the  proper  length  by  the  author  in  his  first  reading  of 
the  proof  and  give  the  printer  little  trouble.  Sometimes  when 
pages  ''run  long"  a  display  heading  that  is  not  very  useful 
can  be  taken  out  or  if  pages  run  short  often  an  extra  heading 
can  be  put  in  to  make  up  the  shortage.  It  is  better  to  do  this 
than  to  remove  the  leading  from  part  of  the  printed  page,  leav- 
ing some  of  the  type  leaded  and  part  of  it  solid.  Sometimes  the 
over-run  of  one  page  can  be  remedied  by  carrying  some  item 
over  to  another  page.  In  house  organ  work  a  number  of  small 
items  are  kept  in  type  for  the  purpose  of  filling  short  pages. 
In  other  words,  the  editor  of  a  house  organ  does  much  as  the 
editor  of  a  magazine  would  do — he  places  the  longer  articles 
in  the  positions  he  wants  them  and  then  fills  up  his  pages  with 
shorter  items.  Sometimes  foot-pieces  or  head-pieces  can  be 
used  or  omitted  to  take  care  of  pages  that  run  out  poorly. 

Many  writers  prepare  booklets,  catalogs,  house  organs,  etc. 
by  the  ''page  to  page"  method.  That  is,  they  write  each 
article  to  fill  either  a  page  or  a  definite  number  of  pages  and 
then  adjust   proofs   accordingly.     Other   pamphlet   work  is 


234  THE  ADVERTISING  HANDBOOK 

written  without  regard  for  the  page  method  and  the  publica- 
tion is  arranged  by  means  of  a  proof  dummy  after  all  the 
type  has  been  set — the  extra  copy  of  proof  being  cut  up  to 
indicate  the  arrangement  of  pages.  The  first  method  is  the 
more  systematic  one  but  the  latter  method  is  satisfactory  for 
some  types  of  work. 


SECTION  11 
MAKING  THE  LAYOUT 

Layout  a  Working  Drawing. — An  advertising  man's  layout 
of  his  advertisement  is  to  him  what  a  plan  drawing  is  to  the 
draftsman,  the  illustrator,  the  architect  or  the  engineer.  No 
architect  would  try  to  explain  to  a  client  or  to  a  contractor 
a  house  plan  that  existed  only  in  his,  the  architect's,  mind. 
He  visualizes  his  ideas,  for  his  own  guidance  as  well  as  for 
the  information  of  clients  and  contractors,  by  putting  arrange- 
ment, dimensions,  etc.  in  definite  lines  on  paper. 

The  other  chapters  of  this  Handbook  make  it  clear  that  a 
great  deal  of  the  effectiveness  of  advertisements  in  these  days 
of  great  volume  of  advertising  depends  on  skilful  arrangement 
and  presentation  of  the  advertiser's  message.  It  is  no  easy 
task  to  so  dress  an  advertisement  of  small  or  moderate  size 
that  it  will  be  certain  to  be  seen  and  read  by  a  good  proportion 
of  those  readers  for  whom  it  was  intended.  Realizing  this, 
advertisers  are  nowadays  in  many  cases  employing  expert 
typographical  designers  to  lay  out  series  of  advertisements, 
their  catalogs,  house  organs,  etc. 

Purposes  of  Layouts. — The  object  of  the  layout  seems  not  to 
be  clearly  understood  by  many  people.  It  is  often  thought  or 
said  that  the  layout  is  merely  to  show  the  printer  how  the 
advertiser  wants  the  advertisement  set,  and  some  argue  persist- 
ently that  much  of  the  time  spent  on  layouts  by  advertising 
men  is  wasted — that  a  capable  printer  prefers  to  have  the 
matter  left  entirely  to  his  judgment  and  taste  and  is  better 
able  to  decide  about  the  typographical  dress  and  display  of 
the  message  than  most  advertisers.  This  subject  is  discussed 
briefly  under  Types  and  Printing  Practice.  It  is  sufficient  to 
add  here  that  the  man  who  buys  space  has  a  right  to  see 
that  what  goes  in  that  space  is  presented  as  effectively  as 
possible.     If  he  is  capable  of  doing  that,  the  job  should  re- 

235 


236  THE  ADVERTISING  HANDBOOK 

ceive  his  best  attention.  If  he  is  not  capable  or  knows  some 
one  else  who  is  more  capable,  whether  he  be  printer  or  some 
one  else,  he  does  well  to  have  some  one  else  handle  the 
undertaking. 

The  fact  is,  however,  that  the  expert  compositor  prefers 
to  have  the  advertiser  show  by  at  least  a  rough  layout  what 
he  wants  produced.  So  long  as  something  is  left  to  the 
printer's  discretion,  he  is  not  insulted  or  offended,  provided 
the  advertiser  shows  that  he  has  sound  ideas. 

But  the  layout  is  more  than  a  mere  guide  for  the  printer. 
Under  varying  conditions,  the  layout  may  serve  all  of  the  fol- 
lowing purposes: 

1.  A  well  executed  layout  is  a  more  or  less  definite  record 
of  an  idea  that  was  before  only  in  some  one's  mind.  By 
putting  his  proposed  arrangement  on  paper,  the  advertising 
man  has  a  chance  to  view  his  own  design  critically  and  to 
change  it  if  it  does  not  appear  to  be  effective.  The  layout 
then,  first  of  all,  is  an  aid  to  the  advertising  man  himself. 
Often  he  will  do  well  to  make  several  layouts  of  an  important 
advertisement  and  to  select  the  most  effective  one. 

2.  A  well  executed  layout  is  a  method  by  which  the  ad- 
vertising man,  whether  he  be  an  advertising  agency  represen- 
tative or  an  advertising  manager,  can  show  his  superiors  what 
is  proposed.  Sometimes  copy  is  created  by  just  one  man  in 
an  organization  and  published  without  receiving  the  approval 
of  any  one  else.  It  is  the  custom,  however,  for  some  official 
in  the  employ  of  the  advertiser  to  approve  all  copy  that  an 
advertising  manager  of  the  concern  or  its  advertising  agency 
may  prepare.  Even  the  proprietor  of  a  small  store  will  likely 
want  to  see  what  is  proposed  for  publication  before  the  adver- 
tisement is  finally  printed  for  public  reading. 

3.  Finally,  a  well  executed  layout  is  a  guide  to  the  printer 
as  to  the  effect  the  advertiser  wants  produced.  No  matter 
how  capable  a  printer  is  he  is  usually  glad  to  learn  what  the 
advertiser's  ideas  are  and  to  work  with  him  in  carrying  out 
those  ideas  effectively. 

When  Rough  Layouts  Will  Do. — It  should  not  be  under- 
stood, from  the  foregoing  that  artistic,  carefully  executed 
layouts  are  always  essential.     What  the  layout  should  be 


MAKING  THE  LAYOUT  237 

depends  on  its  purpose.  Very  rough  layouts,  made  in  a 
minute  or  two,  are  often  all  that  are  necessary.  When  this 
is  the  casse,  it  is  a  foolish  waste  of  time  and  money  to  spend 
hours  on  carefully  executed  layouts.  There  are  advertisers 
dealing  regularly  with  certain  publishers  who  find  that  they 
can  send  out  some  copy  without  layouts  and  get  good  re- 
sults from  printers  who  are  accustomed  to  the  advertiser's 
style  of  copy  and  know  the  effects  he  wants  produced. 

Sometimes  an  advertiser  will  send  along  with  his  copy  an 
example  of  some  setting  that  has  pleased  him  and  instruct  the 
printer  to  *'set  up  in  about  this  style." 

On  the  other  hand,  it  is  often  desirable,  in  order  to  get  the 
approval  of  executives  for  a  single  advertisement  or  a  series 
of  advertisements  to  make  layouts  that  show  as  clearly  what 
the  printed  advertisements  are  to  be  as  an  architect's  drawing 
shows  what  a  house  is  to  be. 

Layouts  by  Artists  or  Designers. — On  page  238  is  a  reproduc- 
tion of  a  layout  prepared  by  one  of  the  best  known  American 
art  organizations.  The  advertiser  had  suggested  that  he 
would  like  to  have  an  advertisement  prepared  to  feature  cer- 
tain information  on  the  use  of  concrete  by  horticulturists  that 
was  being  printed  in  the  current  issue  of  the  advertiser's 
house  organ.  Accordingly,  this  layout  was  made.  The 
advertiser  liked  the  general  effect  of  the  presentation,  and 
authorized  the  art  organization  to  make  up  a  finished  drawing 
(the  layout  was  merely  a  suggestive  sketch)  from  which  a 
plate  could  be  made. 

Advertising  agencies  sometimes,  in  order  to  get  series  of 
advertisements  approved  by  their  clients,  go  so  far  as  to  set 
up  some  advertisements  in  type  and  to  make  specimen  illus- 
trations, so  that  proofs  can  be  taken  that  will  show  the  adver- 
tiser the  exact  effects  that  will  be  produced.  In  a  case  of  this 
kind,  a  considerable  amount  of  time  and  money  is  probably 
represented  by  the  advertising  schedule  proposed  and  a  reason- 
able amount  of  time  and  expense  expended  on  layouts  is  justi- 
fied. Where  the  advertisement  is  to  occupy  only  a  low-priced 
space,  costing  possibly  from  ten  to  twenty  dollars,  much  work 
on  layouts  would  be  unnecessary. 

It  will  be  observed  that  in  the  illustration  on  page  238  no 


238 


THE  ADVERTISING  HANDBOOK 


Concrete  iSr  theJloTticijlturijst 

'   This  Interesting  Article    Free 


__.._ . 

— — 

— ^ _ — 

— ^    ■    ■■ 

O^UOTITI,^^ 

^^ 

_^,,...~ ^ 



= 

_yNr>^lM:Er" 

Fig.  1. — Layout  prepared  by  an  art  organization. 


MAKING  THE  LAYOUT  239 

directions  are  given  about  type.  The  art  organization  re- 
garded this  as  a  detail  to  be  settled  later  and  assumed  that 
the  advertiser  merely  wanted  the  general  effect  of  their  sug- 
gestion for  a  special  advertisement. 

Examples  of  Rough  Layouts. — The  examples  on  pages  240 
and  242  are  typical  of  a  great  deal  of  layout  work. 

Figure  2  is  a  layout  for  a  single-column  magazine  adver- 
tisement such  as  would  be  inserted  in  the  Saturday  Eve- 
ning Post  or  Collier^s  Weekly.  In  order  to  show  the  ad- 
vertisement on  a  single  page  of  this  treatise,  it  was 
necessary  to  make  the  layout  slightly  smaller  than  it  was 
originally;  the  original  advertisement  measured  exactly  seven 
and  three-fourth  inches  in  depth.  On  page  241  is  shown  a 
setting  of  the  advertisement  (also  slightly  reduced  from  the 
original  size)  following  the  layout  on  page  240.  Though  this 
advertisement  appears  to  be  closely  set,  the  copy  is  of  the 
story  style  and  the  advertisement  commanded  good  attention, 
bringing  more  than  700  direct  orders  from  one  magazine  of 
large  circulation.  It  will  be  observed  that  the  layout  is  of  a 
simple  kind  with  the  illustration  inserted  about  as  plainly  as 
it  could  be  done;  yet  the  headline  and  illustration  make  up 
an  unusually  effective  combination. 

The  layout  on  page  242  is  one  for  a  small  double-column 
newspaper  advertisement  and  Fig.  5  shows  the  advertisement 
set  from  the  layout. 

Here  the  layout  is  a  rough  one  and  is  to  go  to  a  newspaper 
where  there  is  a  general  understanding  of  the  advertiser's 
requirements. 

Page  244  shows  a  larger  layout  for  a  newspaper  advertise- 
ment that  was  138  agate  lines  deep  across  four  columns  in  its 
original  size.  This  also  is  a  quick,  rough  layout  designed  to 
give  capable  compositors  merely  a  general  idea  of  the  adver- 
tiser's copy  idea.  The  illustrations  are  proofs  pasted  on  the 
layout.  The  advertisement  set  from  this  layout — which  by 
the  way  is  a  good  example  of  newsy,  timely  copy — appears 
in  reduced  form  on  page  245. 

Figure  8  is  a  greatly  reduced  example  of  the  layout  for 
a  street-car  card.  Where  the  amount  of  copy  for  such  an  ad- 
vertisement is  very  small  and  the  space  is  ample,  it  is  better 


240 


THE  ADYERTISINO  HANDBOOK 


Just  a  Hflnd-Bv'ush-^     \1  / 
butSUCHabyushlA    \y 


I   ^t^Jbuc 


'■'  I 


Fig.  2. 


MAKING  THE  LAYOUT  241 

Just  a  Hand-Brush— 
but  SUCH  a  brush! 


TTiis  IS  a  photograph  of  a 
hand'brush  six  years  old 

It  is  a  Pro-phy-lac-tic  hand-brush  that  has 
been  in  daily  use  in  an  office  for  six  years.  A 
new  brush  would  not  Idok  any  different. 

You  never  saw  a  hand-  or  nail-brush  as 
fine  as  this  one  is.  It  contains  bristles  short, 
strong  and  black,  the  stub  ends  of  the  tough- 
est Bessarabian  boar  hair,  set  in  an  alumi- 
num plate  which  is  riveted  with  eight  rivets 
to  a  stout  hard-wood  back. 

Soaking  in  hot  water,  use,  abuse  or  violent 
outrage  does  not  affect  it 

Nobody  can  say  how  long  it  will  last.  The 
first  ones  we  made  ten  years  ago  are  still 
scrubbing  away  grime  and  making  hands, 
fingers  and  nails  clean  for  big  and  little 
hands,  soft  and  hard  hands,  tender  hands 
and  hands  calloused  with  toil. 

Yet  it  never  has  been  a  big  seller  because 
very  few  people  know  anything  about  it, 
and  most  stores  say  with  very  good  reason 
that  the  public  has  never  been  educated  to 
pay  more  than  10c  or  at  most  25c  for  a 
hand-brush. 

Well,  this  is  no  25c  brush.  It's  a  dollar 
brush— costs  a  dollar  and  like  every  article 
of  supreme  quality  is  worth  anything  you 
■want  to  say. 

It  is  so  sturdy  and  its  simple  quality  is  so 
convincingly  apparent  that  every  time  you 
wash  your  hands,  from  the  day  you  bought 
it  to  goodness  knows  when,  you  will  grin 
and  be  glad  you  bought  it 

And  if  you  present  it  to  anyone  he  will 
bless  you.    It's  nicely  boxed. 

Send  us  a  dollar  and  get  one  and 
if  you  ever  are  in  doubt  as  to 
whether  or  not  it  was  a  good,  sen- 
sible purchase,  tell  us. 

We  will  send  you  back  your  dol- 
Isur  and  you  can  keep  the  brush. 

Put  a  dollar  in  an  envelope  and  send  to  us. 
No  risk  for  you.  You  don't  even  have  to  re- 
turn brush  if  you  are  sorry  yeu  bought  it. 

FJLORENCE  MANUFACTURING  COMPANY 
000  Pins.  Street,  Florence,  Mass. 

We  make  thi  Pro-phy-lac-tic  Tooth  Brush 


Fia.  3. 
16 


242 


THE  ADVERTISING  HANDBOOK 
^  


■^ 


A  Woman's  EasteK  Hat 


-  -2' 


/f  Must'3e  l3ecom/n(f 


^veY(f  Oh€    0^  yvA/cA 


John  V/ar\»rrx<ik.eY    Thlod^lphiCK 


Oaa/v  AiUft 


Fig.  4. — Rough  layout — shown  here  in  reduced  form — for  double-column 
newspaper  advertisement. 


A  Woman's  Easter  Hat 

She  knows  about  what  she  wants  it  to  be,  dark  or  light, 
small  or  large,  tailored,  sports  or  quite  feminine,  but,  oh,  it 
is  often  the  most  difficult  thing  of  all  to  get! 

//  Must  Be  Becoming 

Oh,  much  more  so  than  any  other  hat!  It  must  be  Spring- 
like and  fashionable — to  express  the  season.  The  hat  is 
most  satisfactory  if  it  is  individual — so  that  the  pleasure  in 
it  will  not  be  spoiled  by  seeing  a  dozen  like  it!  And,  very 
often,  it  must  not  be  too  expensive. 

Every  One  of   Which 

is  a  good  reason  why  a  woman  should  see  our  large  display 
of  Easter  hats  beginning  at  $9.50. 

John  Wanamaker,  Philadelphia 


Fig.  5. — Newspaper  advertisement  set  up  from  layout  shown  in  Fig.  4. 


MAKING  THE  LAYOUT  243 

to  letter  all  of  it  on  the  layout  itself.  Ordinarily,  only  the 
display  lines  are  lettered  on  layouts;  the  other  type  is  indicated 
by  straight  or  wavy  lines  to  indicate  light  text  type  or  small 
black-faced  type. 

Figure  9  is  an  example  of  a  layout  for  the  title  page  of 
a  booklet  and  page  249  shows  the  setting  from  this  layout. 

Suggestions  for  the  Making  of  Layouts. — There  are  no  set 
methods  of  making  layouts,  but  the  following  suggestions  may 
be  followed  to  advantage  as  a  rule: 

1.  Lay  out  on  a  sheet  of  paper  the  full  dimension  of  the 
space  to  be  filled  by  the  advertisement.  If  the  advertising 
man  uses  cross-section  paper,  ruled  each  way  with  heavy 
lines  for  inch  divisions  and  with  faint  lines  one-twelfth  of  an 
inch  apart,  that  will  be  found  helpful,  for  it  will  be  easy  to  see 
at  a  glance  just  how  many  inches,  picas  or  half  picas  come 
between  certain  points  and  the  number  of  square  inches  in 
certain  sections  of  the  advertisement  may  be  calculated 
quickly.  Cross-section  paper  is  obtainable  with  this  ruling 
A  specimen  is  shown  here  in  full  size  (Figure  11). 

2.  Show  the  arrangement  of  border,  panels  and  illustrations. 
Borders  may  be  indicated  by  pencil  marks  about  as  heavy  as 
the  border  wanted.  It  is  an  advantage  to  try  to  make  pencil 
marks  about  as  heavy  as  the  desired  border  because  then  if 
the  effect  is  too  heavy  the  layout-maker  will  see  his  error  and 
correct  his  plan.  The  best  way  of  showing  illustrations  is  to 
paste  a  proof  on  the  layout  (pasting  is  better  than  attaching 
with  pins  or  clips).  If  no  proof  is  available,  press  the  plate 
cut  on  a  stamp  pad,  put  a  sheet  of  blotting  paper  under  the 
layout,  press  the  cut  firmly  down  on  the  layout  paper  and  a 
faint  impression  of  the  illustration  will  be  made.  If  neither 
of  these  arrangements  is  practicable,  make  an  outline  or 
rough  sketch  of  the  illustration  and  write  in  the  space  some 
such  description  as  (Hosiery  illus.).  Where  there  are  several 
illustrations  of  the  same  general  character,  it  is  a  good  plan  to 
number  the  spaces  on  the  layout  and  give  the  plates  correspond- 
ing numbers. 

3.  Put  in  all  displays,  lettering  the  lines  roughly  or  neatly, 
according  to  the  purpose  of  the  layout.  Strive  to  letter  about 
as  heavily  as  the  desired  display  type. 


244 


THE  ADVERTISING  HANDBOOK 


U.S-  Government  ffdr/ses  zh^  fa/ojiase^ 
of  iht  Cheaf^er  Cuis  o//lieat 


WEAR-EVER 
ALUMINUM 
TRADE  MARK 


/ ,'' 


/„"';  '   )   A^y^/X^^    "/^ 


4_<sl-vv  , 


^       W        j   '  >   --'C^.^      JOC'^,    ^^c^^,  /Xv 


Fig.  6.: — Layout  for  4-column  newspaper  advertisement  138  agate  lines  deep. 
Shown  here  in  reduced  size. 


MAKING  THE  LAYOUT 


245 


U.  S.  Government  Advises  the  Purchase 
of  the  Cheaper  Cuts  of  Meat 

MORE  women  are  learning  every  day 
that  it  is  not  necessary  to  buy  the 
more  expensive  cuts  of  meat  to  be  sure 
of  having  delicious  roasts. 

The  cheaper  cuts  become  just  as  tender 
and  appetizing  when  prepared  in  a 


u 


Wear-Ever" 

Aluminum  Windsor  Kettle 


Requires  no  water  or  basting.  Place 
the  kettle  (uncovered)  over  a  low 
flsune.  When  Jcettle  is  heated,  place 
the  roast  in  it.  searing  the  roast  on 
all  sides  to  retain  the  juices:  then 
turn  down  the  flame  to  a  flicker  and 
cover.  When  half  done,  turn  the 
meat  over  A  half  hour  before  the 
meat   is   done,   put   potatoes  in  its 

juice     You  will  be  delighted   with  the  delicious  taste  of  both  meat  and  potatoes 
"We*r  Ever"  utensils  heat  quickly  and  evenly  and  retain  the  heat      That  is 

why  they  are  especially  adapted  to  the  proper  cooking  of  meats.   Several  styles  and 

sizes  of  "Wear-Ever"  utensils  can  be- used 

"Wear-Ever"  utensils  are  made  m  one  piece  from  hard. 

thick  sheet  aluminum.     Have  no  jomts'or  seams     cannot 

chip  or  rust — are  pure  and  safe 

Replace  utensUs  that  wear  out 
with  utensils  thtit  "Wear-Ever" 

The  Aluminum  Cooking  Utensil  Co. 
New  Keasinsfton.  Pa. 

WEAR-EVER 


ALUMINUM 


TRADE  MARK 


Fig.  7. — Reproduction  of  advertisement  set  up  from  layout  shown  in  Fig.  6. 


246 


THE  ADVERTISING  HANDBOOK 


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MAKING  THE  LAYOUT  247 

4.  Run  lines  in  the  space  or  spaces  left  for  body  matter, 
putting  these  lines  about  as  far  apart  as  the  lines  of  type  of  the 
desired  size  would  come.  This  need  not  be  done  exactly  with 
great  accuracy,  although  the  layout-maker  should  show  about 
how  much  space  is  to  be  left  in  the  margins  because  the  printer 
will  be  hkely  to  follow  his  desires  on  this  point. 

General  Hints. — Finally,  give  at  least  a  general  idea  of  the 
type  desired,  unless  the  conditions  are  such  that  the  printer 
is  almost  certain  to  give  a  good  setting  anyhow.  In  calling 
for  display  types,  give  printers  an  option.  See  how  this  is 
done  on  layout  reproduced  on  page  246. 

If  the  amount  of  copy  is  small,  there  may  possibly  be  room 
for  it  on  the  layout  sheet  below  the  layout.  Generally  it  is 
better  to  write  copy  on  separate  sheets,  numbering  the  differ- 
ent sections  of  it  to  correspond  with  numbered  spaces  on  the 
layout.  This  is  particularly  important  with  large  advertise- 
ments such  as  department-store  pages. 

In  magazine  advertising,  and  sometimes  in  newspaper 
advertising,  it  is  the  better  practice  to  indicate  the  exact 
depth  that  the  advertisement  is  to  occupy.  However,  in 
newspaper  work,  unless  a  fixed  space  is  contracted  for,  it  is 
better  to  give  some  such  direction  as  ''Use  five  to  six 
inches  double  column,"  thus  giving  the  compositor  some 
liberty. 

Advertising  agency  men  sometimes  make  up  a  portfolio  of 
layouts  to  show  advertisers  or  mount  them  on  cardboard  so 
they  may  be  set  up  around  a  room  and  viewed  critically.  One 
of  the  largest  advertisers  of  the  world  has  his  agency  submit 
rough  layouts  at  a  monthly  advertising  committee  meeting 
months  ahead  of  the  publication  time  of  the  proposed  ad- 
vertisements and  has  him  at  a  succeeding  monthly  meeting 
show  these  advertisements,  modified  perhaps,  in  the  form  of 
finished  proofs. 


248 


THE  ADVERTISING  HANDBOOK 


How  to  Itkac^h 
Foraqh  Trade 


B^cerj^its,  fyarmOm  Bddre^s 

n^^l>^vqh.  Pa.  ' 


^ 


Fig.  9. — Layout  of  a  simple  booklet  cover. 


MAKING  THE  LAYOUT  249 


How  to  Reach 
Foreign  Trade 

iiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniitiin 


Excerpts  from  an  Address 

delivered  before  the 

Pittsburgh  Rotary  Club,  by 

JOHN  F.  LENT 

President  Lent  Traffic  Company 
Pittsburgh,  Pa. 


Fig.  10. — Compare  with  layout,  Fig.  9. 


250 


THE  ADVERTISING  HANDBOOK 


Fig.  11. — Paper  with  ruling  convenient  for  the  making  of  layouts.  This 
paper  is  obtainable  with  the  ruling  in  faint  lines  and  is  known  as '  'cross- 
section  paper." 


SECTION  12 
'  TYPES  AND  PRINTING  PRACTICE 

What  an  Advertiser  Should  Know  of  Printing. — It  is  not 
necessary  that  one  who  plans  and  writes  advertising  should  be 
a  printer  or  possess  a  large  fund  of  printing  knowledge.  For- 
tunately, there  are  publishers  and  printers  whose  resources 
and  skill  can  be  utilized.  If  it  could  be  truthfully  said  further 
that  all  publishers  and  printers  are  very  skilful  in  the  typo- 
graphical dressing  of  advertisers'  messages,  the  business 
world  would  be  saved  considerable  trouble.  However,  this 
is  not  the  case.  A  great  deal  of  advertising  that  is  set  entirely 
in  accordance  with  the  ideas  of  publishers  and  printers  is  ar- 
ranged in  a  commonplace  fashion  or  in  a  style  that  does  not 
invite  reading,  maybe  repels  it. 

Study  the  group  of  advertisements  in  Figure  1.  This  exhibit 
actually  appeared  in  a  technical  magazine.  It  would  be 
difficult  to  imagine  more  wretched  typographical  taste  or 
greater  lack  of  consideration  of  the  reader.  Compare  with 
the  exhibit  in  Figure  2. 

Strange  as  it  may  seem,  comparatively  few  printers  have 
made  a  study  of  the  art  of  setting  advertisements.  It  is  a 
real  art.  There  are  some  who  have  done  so,  and  there  are  a 
limited  number  of  publishers'  offices  where  excellent  service 
is  given  in  the  setting  up  of  advertisements.  The  advertiser 
must,  therefore,  be  discriminating — not  give  himself  unnec- 
essary work  where  he  can  get  cooperation  from  publishers  and 
printers  for  the  asking — and  yet,  at  the  same  time,  taking  care 
to  give  some  directions  about  the  desired  style  for  his  printing 
where  he  cannot  be  sure  that  this  important  matter  will  be 
handled  as  he  wishes. 

The  Need  for  Individuality. — Every  advertiser  should  aim 
at  distinctiveness,  at  individuahty.  This  is  expressed  to  some 
extent  by  the  type  in  which  messages  are  set  and  by  the  ar- 

251 


252 


THE  ADVERTISING  HANDBOOK 


RiTUMENIZED  RoAD 

U  MIXTURES   >==> 
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Road  PLANT 


llLHAS   NO   EQU>VL^lW 

1300  SQ. YARDS  PER  DAY 

HETHEWNGTON  &^  BERNER  '^T^^.""^ 


ZTE.C 
iSPHALT 


UNITED  STATES  ASPHALT 
REFINING  COMPANY 


M  Wwt  StrM*.  nmm  TMk 


INDIAN  ROAD 
OILS 

MANUFACTURED  BY  THE 
PIONEERS  OF  THE 
ROAD  OIL  INDUSTRY 
SEND  US  YOUR  INQUIRIES 

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A«pkalt  Saks  Dept. 


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THE  TEXAS  COMPANY 


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USE  A  RELIANCE  OIL  SPRAYING  TRAILER 

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Will  save  its  eost  in  om  se*8«n 

"§1 

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UNIVERSAL  ROAD  MCHY.  CO. 

KINGSTON,  N.  T. 

.    ;*^        ' 

RBUAKC8  LABOR  SAVING  ROAD  BVILDIHG  BQVtfUEltT 

Fig.  1. — Reproduction  of  a  business-magazine  page  showing  the  con- 
glomerate effect  that  may  be  produced  when  advertisements  are  set  and 
arranged  without  careful  planning.  Compare  with  the  better  exhibit  in 
Figure  2,  showing  a  collection  of  advertisements  most  of  which  have  a  fair 
chance  for  attention. 


TYPES  AND  PRINTING  PRACTICE 


253 


rangement  of  display.  It  is  entirely  proper  that  the  adver- 
tiser who  has  given  his  problems  and  messages  a  great  deal  of 
thought  should  exercise  his  judgment  in  this  important  part  of 


THE    KEW^  YORK    TTMEft 


MONTJAY.     APBIl.    li 


Fig.  2. — While  not  all  of  the  advertisements  on  this  newspaper  page  are 
unusually  fine  examples,  there  is  distinction  enough  for  each  of  the  messages 
to  have  a  chance  for  the  reader's  attention. 


the  advertising  process.  In  order  to  do  so,  the  advertiser 
must  know  something  of  type  and  printing  practice.  If  he 
has  not  done  so,  he  wdll  find  a  trip  to  some  modern  print-shop 


254  THE  ADVERTISING  HANDBOOK 

an  excellent  way  of  learning  just  what  an  advertisement  must 
go  through  when  it  is  set,  made  up  into  forms  and  run  off  on 
the  press.  This  will  enable  him  to  see  what  can  be  done  as 
well  as  what  cannot  be  done  without  a  great  deal  of  trouble. 

Cooperation  with  Printers. — If  he  is  very  short  in  knowledge 
of  what  are  good  reading  effects,  what  is  effective  display,  etc., 
the  advertiser  can  learn  a  great  deal  from  what  almost  any 
printer  will  tell  him.  He  must,  however,  remember  that  some 
printers,  while  competent  in  job  work  such  as  the  setting  up  of 
letterheads  or  booklets,  are  not  very  competent  in  the  setting 
up  of  advertisements.  There  are  printers,  many  of  them,  who 
use  an  excessive  amount  of  rule,  borders  and  ornaments  in 
their  compositions  and  whose  views  cannot  be  changed.  There 
are  others  who  habitually  over-display,  that  is,  use  an  excessive 
amount  of  display  type  in  their  set-ups.  This  is  not  merely 
an  advertising  man's  views.  Those  among  printers  who  have, 
by  special  study  qualified  themselves  as  typographical  de- 
signers, admit  that  by  far  the  larger  part  of  advertisements  set 
up  in  print-shops  entirely  in  accordance  with  the  ideas  of 
printers  are  mediocre  or  worse.  This  is  no  reflection  on  the 
thoughtful  compositor  who,  by  experience  or  study  has 
qualified  himself  to  grasp  the  purpose  of  an  advertiser  and  put 
his  message  into  such  form  that  it  will  do  its  work  to  the  best 
advantage. 

As  the  subject  of  printing  practice  is  a  large  one  and  much 
space  would  be  used  in  striving  to  make  a  connected  story- 
description,  it  is  deemed  best  in  this  treatise  to  deal  with  the 
matters  of  importance  to  advertisers  paragraph  by  paragraph 
without  making  any  attempt  to  connect  paragraphs.  The 
alphabetical  arrangement  makes  it  easy  for  the  advertiser  to 
find  any  item  on  which  he  wishes  information. 

Agate. — The  term  agate  has  its  origin  in  a  size  of  type 
called  agate,  fourteen  lines  of  which  would  go  into  a  space  one 
inch  deep.  The  agate  size  has  long  since  been  discarded  and 
very  little  agate  type  can  be  found  in  printing  offices  today. 
The  size  was  between  5-point  and  53^-point.  As  a  conse- 
quence, 5K-point  is  referred  to  often  as  "agate  type,''  though 
as  a  matter  of  fact,  fourteen  lines  of  53-^-point  will  run  five 
points  beyond  an  inch.     Fourteen  lines  of  5-point  will  go  in  an 


TYPES  AND  PRINTING  PRACTICE  255 

inch  with  two  points  to  spare.  So  the  reference  to  5j^-point 
as  ''agate"  is  not  accurate. 

The  agate  line  has  however  come  to  be  recognized  as  a 
unit  of  advertising  space.  It  means  a  space  ^{4  of  an  inch 
deep  and  one  column  wide — the  width  of  the  column  depending 
on  the  medium  and  varying  considerably.  Most  newspapers 
sell  their  space  on  the  basis  of  the  agate  line  and  charge  four- 
teen lines  to  the  inch,  no  matter  what  type  the  copy  is  set  in. 
Blank  space  included  within  the  limits  of  the  advertisement  is 
charged  for  on  the  same  basis.  Some  newspapers,  mostly 
small  ones,  base  their  rates  on  the  inch,  which  means  an  inch 
deep  and  one  column  wide. 

Magazines  usually  have  a  fixed  rate  for  a  page,  for  half- 
pages,  quarter-pages  and  eighth  pages,  and  sometimes  for  a 
full  column,  but  at  the  same  time  have  an  agate-line  rate  or 
inch-rate  for  smaller  spaces. 

Author's  Corrections. — Refers  to  changes  made  in  proof 
that  were  not  made  in  accordance  with  the  original  copy. 
Author's  corrections  are  really  the  editing  of  proof  and  are 
charged  for  at  regular  rates.  Book  publishers  usually  place 
some  limitations  on  the  amount  of  correction  that  an  author 
can  make  in  his  copy  after  type  has  been  set. 

Bastard  Type. — Type  that  is  an  odd  size  of  body,  as,  for 
example,  10-point  on  a  11-point  body. 

Binding — The  most  practical  form  of  pamphlet  binding  is 
''saddle- wire"  or  wire-stitching  through  the  center,  the  book 
being  opened  in  the  middle  for  that  purpose.  Unless  the  book 
is  very  thick,  this  style  of  binding  will  hold  well.  When  too 
thick  for  saddle- wire,  the  side- wire  method,  through  the  cover 
is  often  used.  This  has  the  advantage  of  strength,  but  is 
more  or  less  unsightly  and  has  the  additional  objection  that 
the  book  so  bound  will  not  open  flat.  The  best  and  most 
expensive  form  of  binding  is  sewing  and  gathering.  But  in 
this  case  the  cover  must  be  glued  on,  and  a  glued  cover  is 
likely  to  come  off  if  the  book  receives  much  handling.  There- 
fore, when  the  book  is  sewed,  it  is  generally  advisable  to  rein- 
force the  binding  with  muslin  strips,  or,  better  still,  to  put 
on  a  cloth  back. 

Black  Face. — A  term   applied   to  heavy-faced  letters  as 


256  THE  ADVERTISING  HANDBOOK 

compared  with  the  Hghter  text  type  letters.  Black  face  is 
often  abbreviated  to  b.f. 

Bleed. — When  printed  matter  is  cut  in  such  a  way  that 
the  cutter  cuts  into  the  print,  the  job  is  said  to  ''bleed." 

Book  Paper. — This  general  term  is  used  to  distinguish  the 
better  grades  of  paper  from  those  used  for  newspapers,  and 
from  such  papers  as  cover  stocks,  cardboards,  etc.  When 
extra  good  proofs  are  desired,  they  are  ''pulled  on  book  paper." 

Caps  and  Small  Caps. — This  is  a  short  way  of  writing  "capi- 
tals and  small  capitals."  The  note  is  often  abbreviated  to 
c.  and  s.c.     This  Line  is  Set  in  Caps  and  Small  Caps. 

Casting  off. — When  a  foreman  or  compositor  goes  over 
copy  with  a  view  of  determining  how  it  will  measure  up  for 
the  job,  he  is  said  to  be  "casting  off." 

Clean  Proof. — Refers  to  proof  that  needs  few  corrections. 

Coated  Paper. — Paper  that  has  a  hard,  smooth  finish  suit- 
able for  fine  half-tones. 

Collate. — A  term  used  to  describe  the  process  of  gathering 
the  sheets  of  a  job  together  for  binding. 

Color  Form. — Refers  to  the  form  used  for  printing  the  color 
part  of  a  job  that  is  also  to  be  printed  in  black. 

Compositor. — Printer's  term  for  the  man  who  sets  type.  He 
picks  up  the  types  one  by  one,  arranging  them  in  a  3-sided 
little  holder  known  as  a  ''stick."  When  he  has  a  ''stickful" 
he  transfers  this  to  a  galley,  form  or  table  and  keeps  on  until 
the  advertisement  is  entirely  set.  Then  the  form  is  finally 
arranged,  the  type  levelled,  the  "form  locked"  for  taking  a 
proof  and  later  for  press  work.  Often  type  is  placed  in  a 
metal  tray  known  as  a  "galley"  before  being  assembled  in  a 
form.  A  proof  taken  from  type  in  a  galley  is  known  as  "gal- 
ley proof."  In  the  case  of  a  booklet  there  may  be  a  large 
number  of  galleys  in  a  cabinet  before  there  is  any  assembling 
of  the  type  into  pages.  These  galleys  are  numbered  or  let- 
tered so  that  proof  taken  from  any  one  galley  can  be  identified. 

"Compositor"  also  refers  to  the  operator  of  a  type-casting 
machine. 

Cut-off  Rule. — In  newspaper  practice  a  rule  that  is  used  to 
cut  off  advertising  from  text  matter  is  called  a  cut-off  rule, 
and  it  is  a  full  column  in  width. 


TYPES  AND  PRINTING  PRACTICE  257 

Cylinder  Press. — Refers  to  the  type  of  press  in  which  the 
paper  is  carried  across  the  type  form  by  a  cyUnder.  This  is 
usually  a  larger  style  of  press  than  a  flat-bed  press,  which 
holds  the  type  in  one  flat  form  and  the  paper  in  another, 
bringing  the  two  together  for  the  impressions. 

Dead  Matter. — Type  matter  that  is  not  to  be  used. 

Dirty  Proof. — Refers  to  proof  that  is  full  of  mistakes. 

Display  Type. — Refers  to  types  that  have  a  heavier  face 
than  the  type  usually  used  for  the  text  of  books,  articles  or 
advertisements.  Display  types  may  be  very  small  but  still 
have  heavier  faces  than  text  type.  Display  types  are  of  great 
variety.  The  specimen  pages  in  this  Handbook  give  a  good 
idea  of  the  range,  but  not  a  great  variety  is  really  essential 
to  the  production  of  good  advertising  effects. 

This  is  8-point  Old  Style  Roman  Text 

This  is  8-point  Cheltenham  Text 

8-point  Cheltenham  Bold  (Display  Type) 

The  three  lines  above  show  the  difference  between  one  of 
the  most  common  forms  of  text  type,  a  much-used  special 
text  type  and  a  display  face  that  is  akin  to  or  harmonious  with 
the  Cheltenham  text,  in  the  ''same  family  of  types, "  as  printers 
say. 

Unless  advertisements  are  very  large,  48-point  and  56-point 
sizes  are  usually  the  largest  employed.  Perhaps  the  most  fre- 
quently used  display  sizes  are  from  24-point  to  36-point.  In 
such  advertisements  as  street-car  cards,  however,  where  the 
reading  is  done  at  longer  range  than  usual,  the  larger  sizes, 
from  36-point  up  to  72-point,  are  freely  used. 

Distributing. — The  act  of  taking  type  out  of  a  job  and  put- 
ting it  back  into  the  cases. 

Double-Tone,  Duo-Tone  and  Two-Tone  Printing. — Two- 
tone  effects  in  printing  are  obtained  in  two  ways — (1)  by  the 
use  of  two-tone  ink  and  (2)  by  the  use  of  a  half-tone  and  a  tint 
plate. 

This  type  of  printing  is  adopted  principally  to  obtain  effects 

17 


258  THE  ADVERTISING  HANDBOOK 

that  approach  old  etchings,  rotogravure,  or  photograph  prints, 
and  when  handled  judiciously  by  those  who  are  familiar  with 
its  possibilities  some  beautiful  effects  can  be  produced.  It 
lends  itself  admirably  to  portraiture,  outdoor  life,  craftman- 
ship  and  art  subjects. 

Two-tone  ink  requires  but  one  impression.  It  is  similar 
to  other  inks  except  that  it  has  peculiar  properties  which  spread 
out  in  the  drying,  tinting  the  illustration  very  much  in  the 
same  manner  as  the  oil  spreads  out  around  a  drop  of  paint 
when  it  falls  on  paper.  It  frequently  drys  out  darker  or  lighter 
than  when  first  printed. 

The  original  two-tone  ink  was  named  "Double-tone." 
Other  ink-makers  have  their  own  trade-names  for  inks  of  the 
same  general  character. 

Clean,  sharp,  deeply  etched  plates  are  required  for  use 
with  two-tone  inks.  Half-tones  that  will  print  satisfactorily 
on  good  coated  stock  sometimes  prove  too  shallow  for  double- 
tone  ink.  The  engraver  should  be  informed  that  the  plates 
are  to  be  printed  with  double-tone  or  two-tone  ink  and  furnished 
with  a  sample  of  the  stock  if  he  is  not  familiar  with  it. 

The  same  ink  will  often  show  a  different  shade  on  different 
kinds  of  paper.  Even  a  different  run  of  the  same  kind  of  stock 
often  shows  varying  results.  For  this  reg-son,  one  or  two  of 
the  illustrations  in  the  book  should  be  printed  in  advance 
on  the  stock  selected  for  the  work,  to  ascertain  what  the 
effect  will  be.  It  is  well  to  place  the  work  in  the  hands  of 
some  one  who  is  familiar  with  the  use  of  these  inks,  other- 
wise costly  experimenting  or  an  unsatisfactory  piece  of  work 
may  result. 

Duo-tone  or  two-tone  printing  with  two  plates  is  similar  to 
other  tw^o-color  printing,  except  that  the  effect  is  softer,  pro- 
ducing a  result  more  like  the  double-tone  ink.  The  plates 
usually  consist  of  one  half-tone  with  a  zinc  tint  plate  softened 
to  the  required  degree  by  the  use  of  a  Ben  Day  screen.  This 
process  requires  two  impressions.  The  idea  works  out  well  on 
a  job  where  an  extra  color  is  to  be  used  for  a  border  or  head- 
piece, as  it  is  possible  to  put  a  little  more  life  into  the  illus- 
trations by  adding  to  them  a  touch  of  the  color  used  in  the 
border  or  headpiece. 


TYPES  AND  PRINTING  PRACTICE  259 

Double  Rule. — Double  rule  refers  to  a  rule  of  two  parts  with 
one  line  heavier  than  the  other.  Below  are  examples  of  4-point 
and  6-point  double  rule: 


Double  Column,  Triple  Column. — Refers  to  advertisements 
extending  across  two  or  three  columns.  Newspapers  usually 
have  some  regulations  as  to  the  depth  of  advertisements  run- 
ning across  two  or  more  columns  and  will  not  accept  such  width 
with  a  very  small  depth. 

d.  c. — An  abbreviation  for  double-column. 

Dummy. — A  sheet  or  set  of  bound  sheets  made  of  blank 
paper  and  so  marked  as  to  indicate  the  position  of  printing, 
illustrations,  etc.  of  a  proposed  job.  If  made  up  of  proof, 
the  dummy  is  referred  to  as  a  ** proof  dummy.''  Sometimes 
dummies  are  made  up  to  include  considerable  art  work,  so  as 
to  show  an  advertiser  the  effect  of  the  completed  catalog  or 
booklet. 

Embossing. — Refers  to  any  style  of  printing  or  die-stamping 
in  which  the  letters  of  the  finished  job  are  raised  slightly  above 
the  surface  of  the  paper.  Usually  this  effect  is  accomplished 
by  having  w^hat  is  known  as  a  male  and  a  female  die,  which 
fit  into  each  other.  In  press  work,  the  under  die  presses  the 
paper  stock  into  the  upper  one,  thus  producing  a  raised  surface 
or  certain  letters,  emblems,  borders,  etc. 

Em. — An  em  is  merely  the  square  of  the  body  of  the  size 
referred  to.  An  8-point  em  quad  is  eight  points  wide  and  eight 
points  high.  As  printers  use  the  word  em,  in  referring  to 
various  sizes  of  type,  it  is  better  practice  to  always  use  yica 
as  a  unit  of  column  measure,  though  it  is  common  to  hear 
some  one  say  that  a  column  is  "thirteen  ems  wide,"  meaning 
thirteen  pica  ems. 

Em  Dash. — A  dash  that  is  one  eni  long  of  the  size  of  type 
under  discussion. 

En  Dash. — A  dash  equal  in  length  to  an  en  of  the  type  under 
discussion — just  half  the  length  of  an  em  dash. 

En. — A  unit  half  as  wide  as  an  em  of  the  same  type. 


260  THE  ADVERTISING  HANDBOOK 

Engraving. — Engraved  cards  are  the  most  common  examples 
of  engraved  work,  though  engraved  letterheads  are  now  ex- 
tensively used.  Engraved  work  is  executed  from  a  plate  that 
has  the  design  that  is  to  appear  on  paper  cut  down  into  it, 
which  is  a  method  exactly  opposite  that  used  in  ordinary 
printing,  where  the  letters  or  design  to  be  printed  make  up  a 
raised  surface.  In  engraving,  when  the  plate  is  inked,  the 
ink  settles  down  into  the  cuts  or  lines,  and  the  impression  is 
secured  by  mere  contact  of  the  ink  with  paper  rather  than  by 
the  hard  pressure  of  type  or  other  raised  surfaces.  Engraved 
effects  are  usually  superior  to  ordinary  printing. 

Errata.  The  Latin  plural  of  erratum,  meaning  the  errors  of  a 
job  appearing  in  the  finished  production  and  which  are  usually 
listed  in  a  sheet  at  the  beginning  or  at  the  end  of  the  book. 

e.  o.  d. — "Every  other  day,"  usually  referring  to  the  inser- 
tions of  advertisements  in  newspapers. 

T3rpe  Families. — There  are  many  families  of  t.ype,  so-called. 
A  family  of  type  consists  of  a  number  of  faces  possessing  the 
same  characteristics  but  yet  being  slightly  different  in  strength 
of  hne  or  in  compression.  The  Cheltenham  Family  is  one  of 
the  most  extensive.     The  following  shows  the  full  series: 

Cheltenham  Regular 
Cheltenham  Wide 
Cheltenham  Bold 
Cheltenham  Bold  Condensed 
Cheltenham  Bold  Extra  Condensed 
Cheltenham  Bold  Extended 
Cheltenham  Italic 
Cheltenham  Bold  Italic 

The  advantage  of  employing  a  family  of  type  is  that  though 
various  styles  of  types  are  used,  there  is  sure  to  be  harmony, 
whereas  if  a  number  of  different  styles  of  type  are  used,  unless 
great  care  is  exercised,  there  will  be  discord. 


TYPES  AND  PRINTING  PRACTICE  261 

An  advertising  man  should  not,  however,  use  many  different 
members  of  a  type  family  just  because  they  exist.  Condensed 
type,  for  example,  is  meant  for  use  where  more  than  the  ordi- 
nary amount  of  matter  must  be  set  in  a  limited  space.  While 
some  condensed  display  types  are  excellent,  ordinarily  a 
condensed  face  is  less  legible  than  one  that  is  not  condensed. 
The  same  principle  applies  to  extended  letters.  They  are 
very  useful  on  occasion,  where,  for  example  a  line  is  too 
short  to  fill  the  required  space  if  set  in  a  regular  display 
letter,  but  such  types  should  not  be  given  general  preference 
over  a  regular  letter. 

Fat. — A  printer's  term  meaning  the  easily  set  matter ,  or  rather 
matter  consising  of  short  lines  that  fills  space  easily  or  to  plate 
matter  that  does  not  require  setting  but  which  is  paid  for  at 
the  usual  rates  for  composition. 

Feet,  Off  Its. — Type  that  does  not  stand  perpendicularly 
is  said  to  be  "off  its  feet." 

Font. — Refers  to  a  quantity  of  type  of  a  certain  size  and 
style.  A  printer  will  say.  ''We  also  have  a  font  of  the  10- 
point  Cheltenham  Wide." 

Foundry  Forms. — Refers  to  forms  that  are  locked  up  ready 
to  be  sent  to  the  electrotyping  foundry.  Proofs  taken  at  that 
time  are  called  ''foundry  proofs." 

Furniture. — Refers  to  pieces  of  metal  or  wood  used  by 
printers  in  forms  in  order  to  lock  type  and  printing  plates 
securely  for  press-work. 

Galley  Proofs. — Proofs  taken  from  type  arranged  or  held 
in  galleys,  which  are  metal  trays.  It  is  more  convenient  to 
make  corrections  and  changes  from  type  in  this  form  than  when 
it  has  been  placed  into  forms  with  borders,  display  lines,  etc. 
in  place  and  locked  up.     See  Hand  composition. 

Hanging  Indention. — When  printed  matter  is  indented  as 
for  a  paragraph,  this  is  referred  to  as  indention.  When 
a  number  of  lines  are  indented  as  shown  by  this  paragraph, 
the  matter  is  said  to  be  arranged  in  hanging  indention. 

Hand  Composition. — Type  set  by  hand  is  known  as  hand- 
composition.  It  is  more  costly  than  machine  composition 
but  permits  certain  arrangements  and  changes  that  are  diffi- 


262  THE  ADVERTISING  HANDBOOK 

cult  to  handle  with  machine  type.     By  far  the  larger  part  of 
display  type  is  set  by  hand. 

Hairline  Rule. — Refers  to  very  fine  rule,  smaller  than  1- 
point.     The  line  below  is  a  hair-line  rule. 


Headpiece. — Refers  to  a  decorative  feature  of  one  kind  or 
another  used  at  the  head  of  a  type  page  usually  to  introduce 
some  article  or  special  feature  of  a  subject. 

Imposing  Table. — Refers  to  flat  tables  or  stands,  formerly 
of  stone  but  now  usually  of  metal,  on  which  type  is  placed  to 
get  it  perfectly  level  in  the  forms  before  it  is  ''locked  up." 

Imposition. — The  laying  out  of  the  pages  of  a  job  in  such  a 
way  that  when  the  printing  has  been  done  and  the  sheet  is 
folded,  the  pages  will  follow  one  another  in  regular  1,  2,  Border. 

Imprint. — Refers  to  the  name  of  the  publisher  or  printer 
appearing  on  a  job.  Usually  imprints  are  at  the  end  of  the 
book  and  appear  in  very  small  type.  It  is  customary  for 
printing  houses  to  ask  their  customers  if  they  object  to  having 
such  imprints  appear. 

Inch. — The  term  inch  in  advertising  is  not  a  square  inch 
but  a  space  one  inch  deep  and  one  column  wide.  The  unit 
therefore  varies  in  accordance  with  the  width  of  columns. 

Indention,  Indent. — The  setting  in  of  a  line  of  type  as  in 
case  of  paragraphing. 

Insert. — Sometimes  written  as  inset.  Refers  to  a  sheet  or 
a  number  of  sheets,  usually  on  different  paper,  printed  sepa- 
rately and  bound  into  a  book  or  other  publication. 

Inverted  P^amid. — A  style  of  composition,  used  consider- 
ably for  headings  and  title  pages,  in  which  several  lines  are  set 
with  each  succeeding  one  narrower,  thus: 

Are  You  Interested  in 
Owning  A  Home 

IN  Chicago? 

Such  an  arrangement  is  generally  regarded  as  being  more 
artistic  than  the  reversed  order,  illustrated  by  the  example  on 
the  next  page.  This  should  not,  however,  be  construed  as 
laying  down  the  principle  that  the  second  line  of  a  heading 


TYPES  AND  PRINTING  PRACTICE  263 

may  not  sometimes,  without  disadvantage,  be  longer  than  the 
first  line,  as  shown  below. 

CLOTHES 
For  Manly  Men 

Justify. — When  the  edge  of  printed  matter  is  crooked,  the 
printer  is  instructed  to  "justify"  the  matter,  which  means  to 
make  the  edge  straight.  Often  this  requires  that  one  line  be 
spaced  out. 

Keep  Standing. — Refers  to  type  that  the  printer  has  been 
requested  to  keep  intact  for  future  use. 

Key  Form. — Refers  to  the  form  that,  when  several  forms 
are  to  be  printed,  determines  the  position  that  other  forms 
are  later  to  take. 

Killed  Tjrpe  or  Copy. — When  copy  or  matter  that  is  in  type 
is  to  be  dispensed  with,  it  is  marked  "Kill." 

Leaders. — Dotted  or  broken  dash  lines  used  to  guide  the 
eye  across  the  page,  thus 

Leads,  Leading. — ^Leads  are  thin  strips  of  metal  used  to 
space  lines  of  type  further  apart,  with  the  idea  of  facilitating 
reading  or  of  making  a  small  amount  of  matter  occupy  more 
space.  The  type  text  of  this  book  is  set  in  10-point  leaded  with 
2-point  leads.  Leads  are  usually  1 -point  or  2-points  thick. 
Spacing  metal  that  is  4-point  or  6-point  thick  is  referred  to  as 
slugs.  Printers  have  leads  already  cut  to  all  of  the  usual  col- 
umn widths. 

Machine  type  may  be  cast  on  a  body  that  is  larger  than  that 
ordinarily  used  for  that  size  of  type.  That  is,  8-point  machine 
type  can  be  cast  on  a  9-point  body  or  a  10-point  body  and  thus 
the  slugs  are  already  leaded,  so  to  speak.  The  term  "slug" 
is  applied  not  only  to  a  thick  lead,  but,  as  here  illustrated,  to 
the  entire  body  of  metal  on  which  machine  type  is  cast. 

The  leading  of  type  requires  unusually  good  judgment. 
A  great  deal  of  composition  is  improved  by  leading.  A  line 
as  long  as  that  of  most  book  pages  is  improved  by  leading,  but 
considerable  depends  on  the  length  of  the  line  and  the  style  of 
the  type  and  the  purpose  of  the  printed  matter.  Undoubtedly 
where  the  measure  of  the  type  is  long,  the  putting  of  leads 


264  THE  ADVERTISING  HANDBOOK 

between  the  lines  of  type  enables  the  eye  to  follow  the  text 
more  easily.  But  printers  are  entirely  too  partial  to  leading. 
One  nationally  known  typographical  designer  goes  so  far  in 
his  recommendations  as  to  leading  as  to  say  that  the  adver- 
tiser can  afford  to  use  a  size  smaller  type  in  order  to  have  space 
for  leading  the  text  of  his  announcement.  This  is  a  dangerous 
rule  to  give. 

It  should  be  remembered  that  types  are  cut  by  expert  de- 
signers to  be  legible  when  set  solidly,  that  is,  if  properly  set  with 
due  regard  to  the  length  of  line,  the  size  of  the  type,  the  kind 
of  paper,  etc.  There  are  advertisements  where  an  open  effect 
is  desirable  for  the  text  and  where  leading  improves  the  ap- 

— And  each  with  a  mellow,  well-rounded 
tone  in  full  volume  with  all  thought  of 
metallic  harshness  and  things  mechanical 
absent.    Even  the  needle  scratch  has  gone. 

Fig.  3.— Solid  setting. 

We  secure  our  viewpoint  largely  through 
the  salesman.  We  hold  salesmen's  confer- 
ences in  oi^r  Conference  Room  or  at  the  ad- 
vertiser's plant.  We  get  the  salesman's 
viewpoint  and  he  gets  ours.  We  go  on  the 
road  with  him — study  his  selling  problems 
at  first  hand.  The  success  of  the  merchan- 
dising plan  is  largely  up  to  the  salesman 
and  we  place  our  faith  with  him  every  time. 

Fig.  4. — Leaded  setting. 

pearance  of  the  body  matter.  There  are  many  other  adver- 
tisements where  it  is  desirable  to  have  the  body  matter  present 
a  uniform  gray  effect  in  order  to  afford  a  contrast  for  display 
type.  In  such  cases,  the  leading  of  body  matter  is  merely 
diluting  it,"  so  to  speak,  with  more  white  and  producing  a 
scattered  effect  rather  than  the  effect  of  concentrated  units. 
Above  are  two  specimens  of  composition  taken  from  adver- 
tisements— one  solid  and  the  other  leaded.  While  here  it  may 
seem  that  the  leaded  specimen  is  the  better  of  the  two,  as  a 


TYPES  AND  PRINTING  PRACTICE  265 

matter  of  fact,  both  were  ideally  adapted  to  the  particular 
advertisements  from  which  they  were  taken,  and  it  would  have 
been  as  inadvisable  to  lead  Figure  3  as  it  would  have  been  to 
have  taken  the  leads  out  of  Figure  4  and  have  the  matter  soHd. 
The  body  matter  of  the  advertisement  in  Figure  5  is  set  in 
sohd  Cheltenham.     This  setting  would  not  be  improved  by 


I  have  exclusive 
selling  rights 

For  a  new  mechanical  device  that  sells  to  automobile 
£:arage  and  repair  shops  practically  at  sight.  The 
device  sells  for  over  $500  net,  and  a  number  of  them 
are  rtow  in  use.  1  have  a  number  of  orders  now  on 
hand  with  more  than  two  hunt^red  inquiries,  which 
can  be  turned  into  orders  quickly. 

I  need  from  $5000  to  $10,000  to  put  this  proposition 
on  a  basis  where  it  will  make  a  big  return.  To  the 
proper  party  or  parties  I  will  show  all  details  and 
make  a  proposition  that  will  be  decidedly  interesting. 

Addi-ess  Box  B  221,  Ledger  Office 


Fig.  5. — Solid  setting  that  would  not  be  improved  by  leading. 

leading  the  lines.  If,  however,  the  width  of  these  lines  had 
been  an  inch  more,  leading  would  have  been  of  decided 
assistance. 

Laid  and  Wove  Paper. — ^Laid  paper,  when  held  to  the  light, 
shows  the  parallel  lines  of  the  paper-making  machine.  Wove 
paper  has  an  even  texture. 

Letter-Spacing. — Refers  to  the  spaces  put  between  the 
letters  of  a  word  in  order  to  extend  the  length.  The  following 
word  affords  an  example  of  letter-spacing: 
Accomplishment.  Letter-spacing  is  often  a  useful 
device,  but  if  a  word  is  spaced  out  excessively  its  legibility 
will  be  seriously  impaired.  Where  type  is  set  in  very  narrow 
measure  alongside  of  cuts,  letter-spacing  is  unavoidable. 

Linen  Finish. — Refers  to  paper  having  a  finish  like  that  of 
linen  qloth. 


266  THE  ADVERTISING  HANDBOOK 

Live  Copy. — Refers  to  copy  that  has  not  been  killed  and  that 
will  likely  be  used.     Opposed  to  ^'Dead  Copy." 

Logotype. — Refers  to  two  letters  cast  on  one  block  of  type, 
such  as  fl,  if  and  the  like. 

Lower  Case  Letters. — Refers  to  all  letters  that  are  not 
capitals.  In  hand-setting,  a  printer  takes  capitals  from  the 
"upper  case"  and  the  other  letters  from  the  'lower  case." 

Lithography. — The  lithographic  process  depends  on  two  prop- 
erties of  a  certain  limestone,  found  principally  in  Germany — 
its  absorption  of  grease  and  on  the  mutual  antipathy  of  grease 
and  water.  The  design  to  be  printed  is  drawn  on  the  stone  in 
reverse  with  a  greasy  ink  or  crayon;  the  stone  is  then  etched 
with  a  solution  of  gum  arable  and  nitric  acid  to  keep  the  grease 
of  the  crayon  from  spreading,  and  the  printing  is  done  by  a 
water-roller  passing  over  the  stone  before  the  ink  is  applied; 
the  ink  roller  is  then  passed  over  the  stone,  and  as  the  water 
repels  the  grease,  only  those  portions  of  the  printing  surface 
covered  with  the  design,  receive  the  necessary  ink  in  printing. 

While  up  to  comparatively  few  years  ago  only  lithographic 
stone  was  used,  zinc  and  aluminum  are  now  used  as  substi- 
tutes and  with  fully  as  good  results. 

Photography  has  also  entered  largely  as  an  assistance  to 
lithography,  which  is  very  advantageous  in  the  reproducing 
of  portraits,  still-life  subjects,  and  work  where  minute  details 
are  demanded. 

Lithography  is  a  process  that  gives  very  beautiful  results. 
There  is  a  softness  about  the  printing,  which  is  often  lacking 
in  letter-press  work,  and  makes  it  es^ecfofc^  popular  among 
artists,  and  art  lovers.  It  also  producS  far  finer  and  more 
delicate  lines  and  tones  than  any  letterpress  printing. 

Color  printing  by  lithography  has/made  great  technical 
advances  within  the  past  few  years  iy  the  introduction  of 
processes  that  have  eliminated  much  of  the  hand  work  found 
in  the  work  of  former  years,  and  is  tc/day  the  most  acceptable 
method  of  reproducing  paintings  or  color  sketches,  and  by  the 
lately  introduced  method  of  offset  printing,  most  delicate 
effects  are  produced,  and  at  a  cost,  which  a  few  years  ago  would 
have  seemed  incredible. 

In  large  editions  especially,  the  cost  of  lithographic  work 


TYPES  AND  PRINTING  PRACTICE  267 

of  the  best  quality  compares  very  favorably  with  the  cost  of 
color  printing  by  other  methods. 

Measure. — Refers  to  the  width  of  the  line  that  the  printer 
sets. 

Meastires,  Maximum. — The  following  widths  are  regarded 
by  good  printers  as  being  the  maximum  widths  for  text  types 
of  different  sizes : 

5-point  not  wider  than  13  picas  (about  2^q  in.) 
5/^-point  not  wider  than  15  picas  (about  2%6  in.) 
6-point  not  wider  t^an  16  picas  (about  2i3li6  in.) 
8-point  not  wider  than  24  picas  (about  4  in.) 
10-point  not  wider  than  30  picas  (about  5  in.) 
12-point  not  wider  than  36  picas  (about  6  in.) 

It  will  be  readily  seen  by  experiment  that  the  eye  has  diffi- 
culty in  following  wide  lines  of  small  type.  Hence,  when  the 
column  width,  or  measure,  is  wider  than  the  limit  given  above, 
it  is  better  to  divide  the  space  into  two  columns  and  have  two 
columns  of  type  or  else  adopt  a  larger  size  of  type  than  that 
first  selected.  It  is  very  important  to  make  reading  easy  for 
the  reader  of  advertisements. 

Machine  Composition. — Type  set  up  by  the  Linotype  or 
Monotype  machines  is  referred  to  as  "machine  composition." 
By  this  method,  the  type-setter  operates  a  keyboard  and  new 
type  is  cast  from  molten  metal.  In  the  case  of  the  Linotj^pe, 
all  the  type  of  a  single  line  is  cast  on  one  body  or  "slug," 
and  if  a  change  is  desired  in  that  line,  the  slug  must  be  recast. 
The  Monotype  types  are  cast  on  separate  bodies  and  can  be 
corrected  by  hand.  Both  types  of  machines  have  advantages 
for  different  types  of  work.  They  permit  speedy  composition 
and  afford  new  type  for  every  job.  Considerable  of  adver- 
tising composition  is  now  set  on  the  machine.  These  machines 
will  also  cast  a  variety  of  forms  of  display  type  as  well  as  body 
or  text  type.  The  Linotype  consists  of  one  machine.  The 
Monotype  is  a  two-machine  equipment,  the  keyboard  being  one 
part  and  the  caster  being  another  part.  One  casting  machine 
will  cast  the  type  more  quickly  than  the  operator  at  the  key- 
board can  provide  the  punched  paper  strips  that  determine 
what  letters  the  caster  shall  produce. 


268  THE  ADVERTISING  HANDBOOK 

Magazine  Column. — For  many  years  most  magazines  had 
a  column  width  of  sixteen  picas.  This  was  when  most  maga- 
zines had  a  type  page  measuring  8  by  53^  inches.  Now  the 
number  of  magazines  of  this  size  has  been  greatly  reduced. 
There  is  a  large  group  with  a  type  page  of  7  by  10  inches,  with 
a  column  width  of  21  picas.  There  is  another  group  of  publi- 
cations like  the  Outlook  and  the  Scientific  American  with  a 
column  width  of  14  picas  and  still  another  group  with  a 
column  width  of  133^  picas,  the  Saturday  Evening  Post  and 
Collier's  Weekly  being  of  this  group.  Before  making  up  plates 
for  any  such  group,  their  rate  cards  should  be  consulted  for 
information  as  to  column  widths  and  other  requirements. 

Make-Up. — Refers  to  arrangement  of  pages  of  a  publication 
for  press-work.  Each  page  of  a  newspaper  is  made  up  sepa- 
rately on  an  imposing  table  and  the  text  matter  and  adver- 
tisements arranged  in  accordance  with  advertising  contracts. 

See  Matrix  and  Stereotyping  for  information  as  to  news- 
paper make-up. 

In  making  up  a  magazine  one  form  may  contain  a  number  of 
different  pages,  some  straight  text,  others  consisting  wholly 
of  advertising,  and  still  others  part  advertising  and  part  text, 
depending  on  the  style  of  the  magazine.  It  is  frequently 
possible  to  get  an  advertisement  in  a  late  section  of  a  magazine 
after  the  early  forms  have  gone  to  press.  Some  magazines 
are  printed  direct  from  type  forms;  others  are  printed  from 
electrotypes.  Some  of  the  larger  magazines  issuing  weekly 
editions  hav^e  curved  electrotypes  made  up  from  type  forms  and 
run  these  on  rotary  and  web  presses  in  a  manner  much  similar 
to  the  way  curved  stereotyped  plates  are  used  in  fast  news- 
paper printing.  Such  publications  usually  call  for  original 
illustration  plates  rather  than  for  electrotypes,  because  they 
can  get  better  results  in  making  their  curved  plates  from  an 
original. 

In  making  up  pages  for  a  catalog  or  booklet,  the  type  is 
usually  paged  up  on  galleys,  with  running  heads,  if  any,  page 
numbers,  etc.,  and  then  the  pages  are  assembled  in  forms,  which 
may  consist  of  eight,  sixteen  or  thirty-two  pages  each — some- 
times more,  depending  on  the  size  of  the  page  and  the  size  of 
the  edition.     In  the  case  of  very  large  editions,  it  sometimes 


TYPES  AND  PRINTING  PRACTICE  269 

pays  to  have  several  sets  of  electrotypes,  so  that  one  impres- 
sion of  the  press  will  produce  duplicate  sets  of  sheets,  which  may 
be  cut  apart.  This  dupKcating  of  plates  may  save  a  great 
deal  in  the  time  of  a  costly  press  or  may  finish  a  job  much  more 
quickly  than  other  methods. 

Make-Ready. — The  process  of  making  a  form  ready  for 
good  press- work  after  it  has  been  placed  on  the  press.  A  pre- 
liminary proof  is  taken  and  then  the  type  matter  and  cuts  are 
adjusted  to  the  paper  by  overlays  and  underlays  so  that  when 
printing  is  begun  there  will  be  just  the  right  pressure  necessary 
to  produce  fine  effects.  Making-ready  on  a  very  fine  job  may 
represent  days  of  work. 

Modern  Face. — The  modern  face  is  distinguished  from  the 
"Old  Style''  face  by  sharper  hair-lines  and  longer  ceriphs. 
It  is  a  more  symmetrical  type  than  old  style  but  is  regarded 
by  many  as  being  less  readable  or  pleasing  as  a  text  type  for 
advertising.     See  comparison  under  Old  Style. 

Mortise. — Refers  to  a  section  sawed  out  of  a  plate  to  afford 
room  for  type. 

The  example  in  Figure  6  shows  the  final  set-up  of  an  adver- 
tiser's plate  sent  to  the  publisher  mortised  for  the  setting  of 
type.  The  exhibit  shows  the  plate  that  is  to  produce  the 
illustration,  also  slugs,  leads,  drawn  border,  quads,  etc.,  as 
well  as  the  running  title  of  the  magazine. 

Matrix. — Refers  to  the  paper-mache  impression  taken  from 
type  and  put  into  a  mold  in  order  to  produce  stereotypes  in 
either  flat  or  circular  form.  The  type  and  illustrations  must 
be  put  into  place  just  as  if  they  are  to  be  run  on  a  job  press. 
Plates  of  illustrations  intended  for  the  stereotyping  process 
should  not  be  mounted  on  wood,  as  wood  will  not  stand  the 
pressure  of  making  a  matrix.  All  cuts  for  such  work  should 
be  mounted  on  metal  or  left  unmounted.  Most  plates  sent  to 
newspaper  offices  are  sent  unmounted. 

Figure  7  shows  an  illustration  of  a  matrix  of  a  newspaper 
page,  and  Figure  9  shows  the  printed  page  finally  produced 
by  the  stereotype.  An  illustration  of  a  full  newspaper  page 
stereotype  is  shown  on  Figure  8.  Stereotypes  are  cheaper  than 
electrotypes  and  are  used  extensively  even  for  small  adver- 
tisements where  the  finest  printing  effects  are  not  essential. 


270 


THE  ADVERTISING  HANDBOOK 


The  word  matrix — plural  matrices — ^is  often  abbreviated  to 
mat.  In  some  cities  the  transferring  of  matrices  from  one  paper 
to  another  to  save  composition  is  not  favored  by  printing 


!>.«■■ 

^ 

i       ^  .             ^-^ ^^...^^.'^ 

ge^^jt. 

,-; 

•11  ^' 

r  bC 

''■! 

b 

^H|lt. " 

"^'       "    'Ji^^ 

BI.!/a:-        . 

^«'i^ 

■    »|2—  ,.::-   «-^ 

ss^&-   ; 

I    %    \ 

Im 

/. 

^^ 

M 

Drawn  Border 

Quads 
Leads 

Slugs 


Plate  for 
illustration 


Running  title 
of  magazine 


Fig.  6. — View  of  magazine  advertisement  showing  plate  for  illustration, 
border,  type,  leads,  quads,  and  slugs.  Compare  with  proof  of  this  set-up 
on  page  231. 

unions  unless  the  composition  is  paid  for  at  the  usual  rates 
by  each  paper  making  use  of  the  matrix. 

National  advertisers  make  considerable  use  of  matrices 
because  they  can  be  made  cheaper  than  electrotypes  and  as 
they  are  light  they  can  be  sent  through  the  mails  at  small 
cost.     Frequently  a  matrix  will  be  sent  of  some  part  of  an 


TYPES  AND  PRINTING  PRACTICE  271 


^^^■M^H 

^1 

^^^^^H 

^1 

^^^^^^^ 

1 

^KmSammm 

^^^^^Km.''*'  ~i"    ^^a^^^^^^^- 

^HHI^'^           "'^^flH^Hl' 

^^^^^IH^^^B^^^H 

Fig.  7. — Matrix  of  newspaper  page. 


272 


THE  ADVERTISING  HANDBOOK 


advertisement,  the  illustration  maybe,  the  newspaper  being 
required  to  set  the  copy  and  to  send  proofs.  Where  the 
campaign  is  a  good-sized  one,  however,  it  is  better  to  send 
either  matrices  or  stereotype  plates  of  the  complete  copy. 
One  who  has  passed  through  the  experience  of  getting  hundreds 
of  papers  or  magazines  to  set  the  same  copy  or  of  making 
layouts  and  reading  proofs  for  all  of  these  separate  publications 


Fig.  8. — Curved  plate  for  rotary  newspaper  press — produced  from  matrix 

shown  in  Fig.  7. 


will  not  be  long  in  concluding  that  it  is  better  to  have  a  careful 
setting  of  the  advertisement  made  by  an  advertising  agency 
or  in  the  shop  of  some  printer  who  is  skilled  at  advertising 
composition  and  to  send  all  publications  complete  plates. 
Whether  these  plates  should  be  matrices,  unmounted  stereo- 
types or  original  half-tones  depends  on  the  character  of  the 
publication.  Some  large  magazines  require  original  half- 
tones, because  they  have  to  make  a  number  of  electrotypes 
from  the  originals  for  their  press-work. 

Newspaper  Column. — Formerly  most  newspaper  columns 
were  thirteen  picas  wide.     Of  late  years  many  papers  have 


TYPES  AND  PRINTING  PRACTICE 


273 


JKUMIW 


opring    furniture 


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Voor  Sammer  Sweater 

knitted'  and  fUET°CRbCHET 
C«ni>Jett  Sods  of  fInfWf'j  Xm 
Urge  Hadi  of  Sxiiuid  Bon,  3x 


■moBm- 


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\      BAILETS 

Apparel  of  liuii\idualil\  I 
Charming  New  Voiie  Blouses 

rHi  6.98    -f  ■■^'  ■ 


'J'-'  v-r'"!' 


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Ultra  Smart  Trimmed  Hal* 

tn  a  Callrrlirn  for 


iiKafA',.Q:T<i<^ 


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2.50-  $3 


Baaey  Company,  Fnhoo-Bood  ^S:XS.VMfn 


FiQ.  9. — Newspaper  page  reproduced  from  the  plate  shown  in  Fig.  8. 


18 


274  THE  ADVERTISING  HANDBOOK 

changed  to  the  width  of  twelve  and  a  half  picas,  so  that  in 
preparing  newspaper  plates  for  general  use,  it  is  better  to 
make  up  plates  for  the  narrower  columns;  these  will  then  be 
sure  to  fit  papers  with  wider  columns.  A  little  white  space 
at  each  side  helps  rather  than  hurts  display,  anyhow,  and  even 
for  a  twelve  and  a  half  pica  column  it  is  better,  as  a  rule,  to 
make  plates  only  twelve  picas  wide.  This  refers  particularly 
to  advertisements  with  side  borders.  When  there  are  no 
side  borders,  advertisements  can  be  effectively  arranged  for 
full  column  measure. 

Off-Setting. — Refers  to  the  impression  that  a  freshly  im- 
printed sheet  will  sometimes  give  another  that  is  above  it. 
Off-setting  can  be  prevented  by  slip-sheeting  the  job. 

Off-Set  Printing. — Refers  to  a  process  by  which  the  ink  is 
not  impressed  directly  from  the  plates  or  type  to  the  paper 
but  is  transferred  to  rolls  of  rubber  from  which  it  is  transferred 
to  the  paper.  Very  artistic  and  soft  effects  can  be  secured,  and 
illustrations  can,  by  this  process,  be  printed  on  rough  paper 
that  formerly  required  line  cuts. 

Old  Style. — A  style  of  Roman-faced  letter  that  has  short 
and  angular  ceriphs  and  somewhat  more  space  above  and 
below  the  lower-case  letters  than  the  Modern-faced  Roman. 
Following  is  an  example  of  both  the  Modern  Roman  and  the 
Old  Style  Roman  in  the  same  size  of  type. 

This  is  Old  Style  Roman  in  the  lo-point  size. 

This  is  Modern  Roman  in  the  10-point  size. 

Display  types  that  are  cut  after  the  Old  Style  lines  usually 
carry  the  word  ''Old  Style"  as  a  part  of  their  name,  as 
Cheltenham  Old  Style. 

Old  Style  Roman  is  a  greater  favorite  among  ad vertising  men 
than  Modern  Roman,  being  regarded  as  having  more  legibility. 
Modern  Roman  is  used  very  freely  in  book  work  and  often, 
too,  in  advertisements. 

There  are  many  text  types  of  distinctive  styles  such  as 
Cheltenham,  Caslon,  Bookman  and  Bodini.  An  examination  of 
the  specimen  type  pages,  beginning  on  page  287,  will  give  a 
clearer  idea  of  the  differences. 


TYPES  AND  PRINTING  PRACTICE  275 

Ornaments. — As  the  name  indicates,  ornaments  are  deco- 
rative or  embellishing  devices  of  one  kind  or  another  used  to 
some  extent  in  printing,  although  the  tendency  is  strongly 
in  the  direction  of  keeping  such  material  out  of  commercial 
literature  unless  it  has  some  direct  relation  to  the  advertiser's 
message.  It  was  formerly  the  fashion  to  introduce  ornamental 
rules  or  other  decorative  features  into  almost  all  printed  matter 
whenever  a  little  space  could  be  spared  for  such  features. 

Out  of  Register. — When  several  plates  or  forms  of  type  are 
run  and  one  of  them  does  not  print  in  exactly  the  place  it  was 
intended,  the  printing  is  said  to  be  out  of  register. 


Fig.  10. — Magazine  make-up  scene.     Plates  are  shown  on  a  patent  block. 

Patent  Blocks. — Refers  to  a  device  by  which  unmounted 
plates  can  be  clamped  on  a  flat  block  in  such  a  way  that  the 
printing  surface  of  the  plates  is  then  just  type-high.  Many 
high-class  printing  offices  prefer  this  method  of  holding  plates 
in  position.  The  illustration  on  this  page  shows  a  printing 
office  scene  where  forms  are  being  made  up.  The  right-hand 
scene  shows  a  patent  block  with  sixteen  page-plates  of  a  cata- 
log clamped  in  position  for  printing. 

Patent  Pages,  "Patent  Insides  and  Outsides.** — These 
terms  refer  to  pages  that  periodicals,  usually  small  newspapers, 
sometimes  buy  with  printed  matter  already  on  them.  Patent 
matter  is  bought  in  this  form  principally  as  a  means  of  printing 
a  larger  paper  at  a  lower  cost.  Advertisements  on  such 
pages  are  regarded  as  being  less  valuable  than  those  on  ''home 


276  THE  ADVERTISING  HANDBOOK 

set"  pages  because  these  latter  pages  contain  the  live  local  news. 
However,  general  advertisers  buy  considerable  space  in  patent 
pages  because  of  the  attractive  rate  offered. 

Parallel  Rule. — Refers  to  rule  of  two  parts  with  both  lines 
of  the  same  weight.  Below  is  an  example  of  12-point  parallel 
rule: 


Perforating. — Refers  to  lines  that  are  punched  with  a  line 
of  small  holes  to  facilitate  tearing  off  a  page  or  part  of  a  page. 

Pi. — Refers  to  type  that  has  been  badly  mixed  up,  by  being 
spilled,  for  example. 

Pica. — The  term  pica  has  its  origin  in  pica  type,  which  was 
12-point.  The  pica  em  has  come  to  be  a  printer's  unit  of 
measurement.  When  a  line  is  said  to  be  12  picas  wide,  it  is 
meant  that  the  length  of  the  line  is  two  inches,  the  pica  em 
being  almost  exactly  a  sixth  of  an  inch  square.  It  is  better 
to  use  the  word  pica  instead  of  em  in  referring  to  a  unit  of 
length,  as  printers  still  use  the  word  em  in  relation  to  other 
sizes  than  12-point  type,  while  pica  refers  to  nothing  but 
12-point  heights  and  widths. 

Plain  Rule. — Plain  rule  is  a  simple  straight  black  line,  the 
face  of  which  is  as  thick  as  the  body.  In  the  cases  of  many 
kinds  of  rule,  however,  the  body  is  likely  to  be  a  little  larger 
than  the  face,  especially  if  the  rule  is  of  a  wavy  character. 

The  following  are  specimens  of  plain  rules: 


Hair  line '- —  6-point     12-point 

1  |-point  ' 

2-point    BM^i^^^^^^^^™^^^^^^"^^^— ^"i^^^^^^^^^" 
3-point   ^^^mmm^^^^m^^^a^mmmm^^^^mammi^^^m^^ 


point     12-poin1 

II 


Point  System.^ — ^Long  ago  all  types  were  referred  to  by  name — 
agate,  minion,  pica,  brevier,  nonpariel,  etc.  The  point  system 
was  eventually  adopted,  and  today  all  types  so  far  as  size  is 
concerned,  are  referred  to  as  5-point,  10-point,  etc.  These 
designations  refer  to  size  rather  than  to  style.  The  point  is 
close  to  H2  of  an  inch,  though  not  exactly  that.     Hence  8-point 


TYPES  AND  PRINTING  PRACTICE  277 

type  means  type  that  has  a  body — not  a  face — ^^2  of  an  inch 
deep;  12-point  is  i%2  of  an  inch,  or  one  3^^  of  an  inch  from 
the  top  edge  of  the  body  of  the  type — called  "the  shoulder" — 
to  the  lower  edge. 

The  letters  /,.  p  and  I  of  faces  of  type  will  come  nearer  to 
indicating  the  depth  of  the  body  of  the  type  than  letters  such 
as  e,  a  or  o. 

The  lines  below  show  the  most  common  sizes  of  type  in 
use  in  the  reading  text  of  advertisements  or  other  printed 
matter  intended  for  reading  at  close  range. 

This  line  is  set  in  5-point  type 
This  is  a  specimen  of  6- point 

This  is  a  specimen  of  8-point 
This  is  a  specimen  of  9-point 
This  is  a  specimen  of  10-point 
This  is  a  specimen  of  11-point 
This  is  a  specimen  of  12-point 

This  illustrates  14-point 

The  9-point  and  11-point  sizes,  while  common  sizes  with  ma- 
chine composition,  are  not  usually  found  in  the  fonts  of  type 
used  for  hand-setting.  Consequently,  in  calling  for  hand- 
composition  it  is  better  to  go  from  8-point  to  10-point  or  from 
10-point  to  12-point.  While  the  9-point  and  11-point  sizes 
are  much  used  in  book  work,  the  advertiser  does  well  in  using 
two  styles  of  type,  such  as  8-point  and  10-point,  to  have  at  least 
a  2-point  difference  between  sizes.  The  eye  is  not  pleased 
by  a  1-point  difference. 

The  sizes  usually  found  in  type  from  14-point  upward  are 
18-point,  24-point,  30-point,  36-point,  42-point,  48-point, 
56-point,  64-point  and  72-point.  The  body  of  72-point  type 
is  one  inch  high.     A  letter  of  72-point  type  is  shown  with 


278  THE  ADVERTISING  HANDBOOK 

this  text  as  an  illustration.     Beside  it  is  a  piece  of  plain 
2-point  rule  one  inch  high. 


T 


A  reference  to  the  type  specimen  pages  of  this  treatise,  be- 
ginning on  page  287,  will  make  the  study  of  sizes  more  clear. 

Press  Proof. — Refers  to  proof  taken  after  the  forms  are  on 
the  press.  Such  proof  should  be  passed  on  immediately, 
as  delay  at  that  stage  is  costly  in  that  it  keeps  a  press  idle. 
The  object  of  press  proof  is  usually  to  show  color  of  ink  or 
general  effects. 

Pure  Reading. — Refers  to  the  news  items  or  articles  of  a 
publication  as  opposed  to  paid  advertisements.  There  are 
now  penalties  for  publishing  as  news  matter  material  that  is 
paid  for  at  advertising  rates. 

Quads. — Refers  to  blank  pieces  of  metal,  that  is,  metal  not 
high  enough  to  print,  used  to  fill  out  lines  where  the  amount  of 
type  does  not  do  so. 

Reader. — The  person  who  reads  proof,  for  the  proof-reader 
is  known  as  a  '' reader. '*  A  small  advertisement  of  a  few  lines 
set  in  reading-matter  style  is  also  called  a  reader.  Those  who 
critically  review  manuscripts  for  publishing  houses  are  also 
called  readers. 

Rotate. — When  a  series  of  advertisements  is  to  be  published 
several  times  and,  the  publisher  is  to  begin  again  with  No.  1 
after  all  have  been  run,  and  repeat  the  original  order  of 
insertion,  the  series  is  said  to  rotate.  Some  advertisers  be- 
lieve that  it  is  just  as  effective  and  less  costly  to  have  a  series 
of  a  dozen  advertisements  rotate  three  times  than  to  prepare 
thirty-six  separate  advertisements.  This  naturally  depends 
to  some  extent  on  the  article  or  business  advertised. 

Rotary  Press. — Refers  to  the  type  of  press  in  use  in  large 
newspaper  offices,  where,  instead  of  printing  from  type,  a  circu- 
lar  metal  form   is   used.     This   circular  metal  form  is  cast 


TYPES  AND  PRINTING  PRACTICE 


279 


as  a  solid  piece  and  fastened  in  place  on  the  press  so  that  it 
revolves  rapidly  as  paper  from  a  large  roll  passes  in  contact 
with  it.  The  circular  piece  of  metal  prints  one  newspaper 
page  and  is  called  a  stereotype.  In  making  it  a  newspaper 
page  is  first  made  up,  and  a  paper-mache  impression  taken  of 
the  form  by  pressure.  This  paper  impression,  which  is  made 
of  such  material  that  it  will  stand  intense  heat,  is  baked  and 
placed  in  a  mold  where  hot  type  metal  is  poured.     The  metal 


l^>r- 

J 

-^^ 

E 

^ 

,'tM 

»,wM  /h  1 1  »-\^"H2:ai:_-.  ,^;,      ^::z^ 

^L^k-IF:^tee:r.----  m 

J 

■i^J  i^a^BHiii      t^a 

1    1 

1 

-~-«^^^ 

""'iilajigtt*^.. 

"^ 

Fig.  11.- 


-A  modern  rotary  newspaper  press.     The  completed  papers  are 
shown  coming  out  folded  in  the  lower  right  corner. 


fills  all  the  little  indentations,  and  the  cooled  metal  plate 
reproduces  the  type  and  illustrations  of  the  original  form  with 
considerable  accuracy,  though  not  as  good  half-tone  work  nor 
as  clear  printing  can  be  obtained  from  stereotypes  run  on  fast 
rotary  presses  as  from  slower  ''job  presses"  of  printing  offices. 

A  large  rotary  press  will  print  as  many  as  from  10,000  to 
20,000  copies  of  a  paper  per  hour  running  36  to  64  pages  or 
50,000  to  75,000  copies  per  hour  of  a  paper  containing  4  to 
16  pages.     These  presses  bind  the  paper  and  deliver  it  folded. 

Rotogravure  Process. — Considerable  use  is  made  nowadays 
of  the  rotogravure  process,  which  produces  a  rich,  velvety  tone 
through   intaglio   printing.     The   term    ''rotogravure"   is   a 


280  THE  ADVERTISING  HANDBOOK 

coined  word,  being  derived  from  ''rotary  photogravure." 
The  image  to  be  printed  is  etched  on  a  copper  cyHnder  instead 
of  a  copper  plate  as  in  photogravure.  Dots  are  etched  into 
the  cyHnder  and  the  ink  is  carried  in  these,  the  varying  tones 
being  secured  by  the  depth  of  the  dot  rather  than  its  area. 
The  cylinder  revolves  in  a  tray  of  heavy  ink  and  a  knife  scrapes 
away  from  the  cylinder  all  ink  but  that  deposited  in  the  dots. 
Several  different  forms  of  presses  are  used.  So  far  this  process 
has  been  confined  to  the  supplements  or  special  sections  of 
newspapers  and  magazines.  It  is  comparatively  inexpensive 
in  long  runs,  because  the  cylinders  give  good  results  up  to 
500,000  or  more  impressions.  The  paper  used  can  be  less 
expensive  than  paper  for  high-class  half-tone  printing.  In 
short  runs  such  work  would,  of  course,  be  expensive  because 
the  process  of  getting  ready  for  printing  is  somewhat  involved 
and  may  be  compared  with  the  preparation  of  lithographic 
stones  or  plates. 

Routing. — Refers  to  the  cutting  done  on  a  plate  to  make  the 
impressions  deep  enough  to  carry  ink  well.  A  plate  that  is 
not  routed  may  smudge. 

Rule  Work. — Composition  in  which  there  are  many  rules 
used. 

Run  In. — Refers  to  instances  where  display  matter  is  to 
be  reset  and  "run  in"  as  part  of  the  body  matter  or  where 
matter  was  paragraphed  originally  and  is  to  be  rearranged  so 
that  there  is  no  paragraph.  In  this  latter  case  a  line  is  usually 
run  from  the  end  of  one  paragraph  to  another,  indicating  that 
the  two  are  to  be  joined. 

Run  Over. — Means  the  carrying  over  of  words,  one  word  or 
part  of  a  word  to  a  new  line  or  the  carrying  of  matter  from  one 
page  to  another.  In  the  latter  case  the  note  should  be  "Run 
over  to  next  page.'' 

Running  Title. — Refers  to  the  general  title  of  a  book  or 
other  publication  which  is  carried  at  the  top  of  all  the  pages. 
Some  printed  works  do  not  have  a  general  running  title  but 
carry  a  chapter  title  at  the  top  of  all  pages.  This  book 
carries  a  chapter  title  on  right  pages  and  general  title  on  left. 

Saddle-Stitched. — A  book  bound  through  the  center. 

Side-Stitched. — A  method  of  stitching  from  one  side  of  the 


TYPES  AND  PRINTING  PRACTICE  281 

book  to  another.     This  method  must  be  adopted  where  the 
book  is  thick. 

Signature. — Each  unit  of  a  book  is  referred  to  as  a  signature 
of  the  job.  This  is  not  necessarily  a  fixed  size,  as  a  signature 
may  be  sixteen,  thirty-two,  or  more  pages. 

The  name  and  address  of  the  advertiser  at  the  bottom  of 
his  message  is  also  referred  to  as  a  signature. 

Sized  and  Unsized  Paper. — Sizing  is  a  treatment  given  paper 
so  that  it  will  not  absorb  ink  so  readily.  Blotting  paper  is  a 
good  example  of  unsized  paper.  This  is  purposely  left  so 
that  it  will  absorb  ink  very  readily.  Where  paper,  such  as 
that  for  stationery,  is  to  stand  pen-writing,  the  sizing  must  be 
unusually  good. 

Slip-Sheeting. — The  practice  of  putting  sheets  of  paper 
between  each  sheet  of  a  job  as  it  comes  from  the  press.  This 
adds  something  to  the  cost  of  a  job  but  protects  its  appearance. 

Special  Type, — Many  large  retailers  purchase  the  neces- 
sary supply  of  a  certain  style  of  display  type  just  to  have  it 
in  a  newspaper  office  for  their  exclusive  use.  Other  large 
stores  ask  newspaper-proprietors  to  purchase  such  type  equip- 
ment and  to  hold  it  for  their  exclusive  use.  The  idea,  of 
course,  is  to  have  advertising  appear  always  in  a  style  of  type 
that  is  especially  suitable  and  that  in  time  will  be  identified 
generally  with  the  store  using  the  type. 

Square. — A  unit  of  space  sometimes  one  column  wide  and 
varying  in  depth  from  eight  to  ten  agate  lines.  A  few  news- 
papers use  this  method  of  measuring  their  space  but  the  general 
practice  is  that  of  measuring  by  inches  or  agate  lines. 

Square  Up. — Where  two  lines  or  several  lines  are  uneven 
or  of  unequal  widths  and  it  is  desired  to  have  them  arranged 
in  the  same  width,  the  printer  will  square  them  up.  In  the 
case  of  the  two  lines  below,  the  squaring  up  has  been  done, 
though,  as  the  second  line  consists  of  fewer  letters  than  the 
first,  extra  spacing  was  used  to  make  the  lengths  equal. 
A  Tire  With  a  5000-Mile 
Guarantee  Attached 

Standing  Card. — An  advertisement  in  the  style  of  a  busi- 
ness card  or  some  other  fixed  nature  that  stands  a  long  time 
without  change  of  copy. 


282  THE  ADVERTISING  HANDBOOK 

Stet. — A  notation  for  printers,  meaning  "Let  the  matter 
stand."  Stet  should  be  written  in  the  margin  and  the  words 
that  are  to  stand  should  have  dots  under  them.  This  is  a 
device  for  restoring  matter  that  has  inadvertently  been 
crossed  out. 

Stipple. — A  method  of  indicating  illustration  by  dots  in- 
stead of  lines.  When  publishers  object  to  solid-black  illus- 
trations they  dot  them  with  white  and  refer  to  this  process  as 
''stippling." 

Stick  of  Type, — Refers  to  the  amount  of  type  that  can  be 
held  in  one  stick.     See  Hand  Composition. 

Style. — While  meaning  many  things,  style  has  a  particular 
meaning  in  printing  offices — that  method  of  spelling,  capi- 
talizing, compounding,  etc.  which  is  followed  by  the  office. 
A  modern  office  usually  has  a  ''style  card"  for  the  guidance  of 
printers  and  proof-readers. 

Tail  or  Foot  Piece. — A  decorative  feature,  usually  carrying 
some  illustration,  used  at  the  end  of  a  page.  Very  often  these 
are  used  merely  as  "fillers"  but  again  they  provide  a  pleasing 
illustration  for  the  end  of  some  treatment  of  a  subject. 

Text  Type. — Refers  to  the  types  used  ordinarily  for  the 
reading  body  of  articles  or  advertisements.  The  type  now 
being  read  by  the  reader  is  text  type  of  the  8-point  size.  The 
most  common  sizes  for  text  are  8-point  and  10-point,  though 
6-point  is  used  freely  for  foot-notes  and  very  small  advertise- 
ments, and  5-point  and  5^- point  are  occasionally  used  where 
space  is  at  a  great  premium. 

Where  the  amount  of  copy  is  small,  12-point,  14-point,  and 
sometimes  1 8-point,  are  used  effectively  for  the  body  or  text 
matter  of  advertisements,  or  for  parts  of  the  text. 

The  most  common  text  types  are  the  styles  known  as  Old 
Style  Roman  and  Modern  Roman.  Refer  to  Old  Style,  page 
274,  for  a  comparison  of  the  two  styles.  Many  other  styles 
are  used  freely  for  the  text  of  advertisements. 

Telegraph  Reader. — A  short  item  in  small  type,  usually 
at  the  bottom  of  a  column,  set  in  the  style  of  a  telegraphed 
item. 

t.  f. — Till  forbidden.  That  is,  an  order  for  continuous 
insertion. 

t.  c. — Top  of  column. 


TYPES  AND  PRINTING  PRACTICE  283 

t.  c.  n.  r.  m. — Top  of  column  and  next  to  reading  matter. 

t.  a.  w. — Twice  a  week. 

Upper  Case  Letters. — A  printer's  name  for  capital  letters, 
because  capital  letters,  in  hand  composition,  are  taken  from  the 
printer's  ''upper  case." 

Words  to  Square  Inch. — The  following  table  will  be  found 
useful  as  a  general  guide  in  preparing  copy  to  fit  a  given 
amount  of  space.  It  is  not  possible  to  have  such  a  table 
exceedingly  accurate  because  words  vary  in  length,  and  a 
writer  whose  style  contains  more  than  the  ordinary  proportion 
of  very  short  words  will  write  copy  containing  more  words 
to  the  square  inch  than  another  writer  whose  style  brings  in 
more  of  the  longer  words. 

This  table  is  based  on  the  ordinary  Old  Style  Roman  or 
Modern  Roman  text.  Types  such  as  Cheltenham  are  some- 
what condensed  and  a  square  inch  will  hold  more  of  such  type 
than  it  will  of  ordinary  Roman  text.  There  are  other  text 
types  wider  than  ordinary  Roman  text.  Therefore,  before 
figuring  out  the  amount  of  copy  that  may  be  set  in  a  page  of 
any  distinctive  type,  it  is  better  to  mark  off  a  few  square  inches 
of  matter  set  in  the  desired  type  and  leading,  count  the  number 
of  words  this  space  contains  and  then  prepare  the  new  copy 
accordingly. 

5-point  solid 69       8-point  2-point  leaded 23 

5-point  1-point  leaded 59     10-point  solid 21 

53^-point  solid 54     10-point  2-point  leaded 16 

S^-point  2-point  leaded 45     12-point  solid 14 

6-point  solid 47     12-point  2-poi.nt  leaded 11 

6-point  2-point  leaded 34     18-point  solid 7 

8-point  solid 32     12-point  2-point  leaded 5 

Still  another  way  of  computing  the  amount  of  required  copy 
is  to  take  some  text  set  in  the  desired  style  and  count  how  many 
words  it  runs  to  a  line  in  the  column  width  decided  upon.  If 
it  is  10-point,  for  example,  leaded  2-point,  there  will  be  six 
lines  to  the  column  inch  (10  points  plus  2  points  equals  12 
points  per  line  and  12  into  72 — the  number  of  points  in  an  inch 
— gives  six  lines  per  inch).  If  the  catalog  page  is  eight  inches 
deep  and  the  measure  of  the  type  carries  an  average  of  twelve 


284  THE  ADVERTISING  HANDBOOK 

words  to  the  line,  the  number  of  words  to  the  page  will  be 
8  X  6  X  12  or  about  576  words. 

This  is  allowing  nothing  for  the  broken  lines  at  the  ends  of 
paragraphs.  Allowance  must  always  be  made  for  this,  and 
these  allowances  will  necessarily  vary.  Where  paragraphs 
are  numerous,  the  spaces  following  partial  lines  take  up  con- 
siderable room. 

Wrong  Font. — A  letter  that  has  slipped  into  composition 
from  a  font  different  from  that  of  the  other  type.  Abbreviated 
to  w.  f. 

TYPE  SELECTION 

Type,  paper  and  ink  are  the  tools  of  the  printer  with  which 
to  express  and  impress.  Almost  any  desired  color  effect  may 
be  secured  with  the  great  variety  of  inks  and  paper  available. 
Types  have  a  special  power  of  their  own.  Some  years  ago 
Benjamin  Sherbow,  a  typographic  designer,  set  the  exhibit 
Fig.  12  (taken  from  ''Making  Type  Work")  showing  how 
clearly  type  may  be  made  to  suggest  the  qualities  indicated 
by  the  different  words.  This  is  a  remarkable  exhibit  and 
merits  study. 

One  could  hardly  express  the  qualities  of  fine  furniture  or 
silverware  with  the  plain  heavy  types  that  would  be  perfectly 
appropriate  for  steam-shovel  or  gas-engine  advertising,  where 
strength  and  power  are  to  be  suggested.  Now  and  then  the 
subject  of  an  advertisement  is  such  that  great  care  must  be 
exercised  in  selecting  a  type  that  is  particularly  appropriate. 
Fortunately,  however,  for  the  advertising  man,  there  are  a 
number  of  types  of  such  good  qualities  that  they  can  be  used 
for  displaying  advertisements  of  great  variety.  Some  adver- 
tising men  go  so  far  as  to  say  that  a  few  types  such  as  Caslon 
Bold,  or  Cheltenham  Bold  answer  most  of  their  requirements. 
Yet  it  is  obvious  that  if  all  advertisers  narrowed  their  choice 
down  to  these  types,  the  advertising  pages  would  be  monoto- 
nous with  too  much  Caslon  Bold  and  Cheltenham  Bold,  and 
it  is  also  true  that  there  are  subjects  that  some  other  types 
fit  much  better.  So  there  is  the  matter  of  both  appropriateness 
and  variety  to  consider.  An  advertiser  may  make  his  an- 
nouncement distinctive  through  the  consistent  use  of  some 


TYPES  AND  PRINTING  PRACTICE  285 

type  such  as  John  Hancock  or  Pabst,  if  other  advertisers  were 
not  using  it. 

The  principles  of  type  selection  are  not  many.     Consider 
the  character  of  the  goods  or  service  to  be  shown.     If  the 


Strength 

common  sense 

DIGNITY 

Antiquity 

femininity 
Severity 


Some  Suggestions  that  Type  Itself  Can  Convey 


Fig.  12. — The  first  line  is  in  John  Hancock,  the  second  in  Cheltenham  Bold, 
the  third  in  Cadmus  (French  Oldstyle)  capitals,  the  fourth  in  Caslon  capitals 
and  small  capitals,  the  fifth  in  Caslon  Bold  italic,  the  sixth  in  Bodoni,  and 
the  seventh  in  a  face  so  old  that  its  name  has  been  forgotten. 

merchandise  is  one  embodying  grace,  select  a  graceful  type. 
If  dignity  is  sought,  select  a  dignified  face  of  type.  If  anti- 
quity is  to  be  suggested,  an  antique  type  is  surely  in  order. 
Likewise  with  strength,  nationality,  daintiness,  etc. 


286  THE  ADVERTISING  HANDBOOK 

The  following  little  advertisement  about  help  for  stutterers 
shows  further  how  type  can  be  made  expressive. 


ST-STU-T-T-TERING 

and    Stammering    cured    at   home.      Instruc- 
tive booklet   free.     Walter  McDonnell.  728 
Potomac   Bank   Building.    Washington.    D.  C. 
Fig.  13. 

TYPE  SPECIMEN  PAGES 

The  following  pages  showing  specimens  of  display  and 
body-matter  or  text  types  should  not  be  consulted  as  an 
index  of  all  well  known  types,  for  the  list  is  a  very  large 
one,  and  many  types  are  so  much  like  others  bearing  differ- 
ent names,  that  a  typographical  expert  is  required  to  tell  the 
difference. 

The  selections  here  given  are  of  those  types  that  are  better 
known  and  which  are  likely  to  be  found  in  well  equipped  offices, 
though  no  office  is  likely  to  have  all  of  the  styles  here  shown. 
If  an  advertiser  likes  one  type  especially  well  and  the  print-shop 
or  publisher  hasn't  that  style,  the  printer  should  be  given  the 
liberty  of  selecting  something  that  is  a  good  substitute 
for  what  the  advertiser  desired,  unless  he  can  show  the  adver- 
tiser that  an  entirely  different  type  is  a  better  choice,  which  he 
may  be  able  to  do  if  he  is  a  good  printer. 

From  the  list  of  specimens  here  shown  an  advertising  man 
or  typographical  expert  will  have  no  difficulty  in  giving  almost 
any  advertising  message  proper  dress. 

MONOTYPE  EXHIBITS 

In  studying  the  following  exhibit  of  machine-type-faces,  it 
will  be  observed  that  a  number  of  these  are  designated  by 
number  rather  than  by  name.  There  are  probably  business 
reasons  for  this.  As  a  matter  of  fact,  however,  these  corre- 
spond closely  to  many  of  the  types  known  in  job  offices  by 
names.  For  example,  the  Monotype  faces  No.  98  and  98- J 
are  practically  the  same  as  Bookman,  No.  337  corresponds 
to  a  form  of  Caslon  known  as  Mac-Kellar  Caslon,  and  No. 
36- A  corresponds  to  Scotch  in  foundry  type. 


TYPES  AND  PRINTING  PRACTICE  287 

MONOTYPE  DISPLAY  FACES 

^# 

14  Point  No.  98 

THRIFT  IS  THE  BUYING  of  the  great- 
est values  for  the  least  money.  It  is  some- 
thing far  more  than  the  avoidance  of 
extravagance.    A  good  thrift  principle  is 

18  Point  No.  38 

THRIFT  IS  THE  BUYING  of 
the  Greatest  Values  for  the  least 
money.  It  is  something  far  more 
than  the  avoidance  of  extravagance. 

24  Point  No.  337 

THRIFT  is  the  buying  of  the 
Qreatest  ^Values  for  the  least 
money.     It  is  something  far 


36  Point  No.  36 


Thrift  is  the  buy- 
ing of  the  Greatest 
Values  {oY  the  least 


288  THE  ADVERTISING  HANDBOOK 

MONOTYPE  COMPOSITION  FACES 


6  Point  No.  36A— Solid 

WHAT  IS  THRIFT?     THRIFT  IS  THE 

buying  of  the  greatest  values  for  the  least 
money.  /(  is  something  far  more  than  the 
avoidance  of  extravagance.  A  good  thrift 
principle  consists  of  cutting  to  a  minimum 
the  three  costs  determining  the  price  of 
merchandise,  the  production,  the  cost  of 
handling,  and  the  cost  of  selling  to  you. 
System  in  handling  merchandise  does  away 
with  waste.  There  is  no  lost  energy,  no  lost 
time  and  unnecessary  labor.  You  do  not  pay 
the  extra  amount  usually  added  to  take  care 


8  Point  No.  36A— Solid 

WHAT  IS  THRIFT?  THRIFT  IS 

the  buying  of  the  greatest  values  for 
the  least  money.  It  is  something  far 
more  than  the  avoidance  of  extrava- 
gance. A  good  thrift  principle  con- 
sists of  cutting  to  a  minimum  the 
three  costs  determining  the  price  of 
merchandise,  the  production,  the 
cost  of  handling,  and  the  cost  of 
selling  to  you.    System  in  handUng 

10  Point  No.  36A— Solid 

WHAT  IS  THRIFT?     IT 

is  the  buying  of  the  greatest 
values  for  the  least  money. 
It  is  something  far  more  than 
the  avoidance  of  extravagance. 
A  good  thrift  principle  con- 
sists of  cutting  to  a  min- 
imum the  three  costs  that 
determine  the  price  of  mer- 

12  Point  No.  36A— Solid 

WHAT    IS    THRIFT? 

Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more  than 
the  avoidance  of  extrava- 
gance. A  good  thrift 
principle  consists  of  cut- 


6  Point  No.  36A— Leaded 

WHAT  IS  THRIFT?    THRIFT  IS  THE 

buying  of  the  greatest  values  for  the  least 
money.  It  is  something  far  more  than  the 
avoidance  of  extravagance.  A  good  thrift 
principle  consists  of  cutting  to  a  minimum 
the  three  costs  determining  the  price  of 
merchandise,  the  production,  the  cost  of 
handling,  and  the  cost  of  selling  to  you. 
System  in  handling  merchandise  does  away 

8  Point  No.  36A— Leaded 

WHAT  IS  THRIFT?  THRIFTIS 

the  buying  of  the  greatest  values  for 
the  least  money.  It  is  something  far 
more  than  the  avoidance  of  extrava- 
gance. A  good  thrift  principle  con- 
sists of  cutting  to  a  minimum  the 
three  costs  determining  the  price  of 
merchandise,    the    production,    the 

10  Point  No.  36A— Leaded 

WHAT  IS  THRIFT?     IT 

is  the  buying  of  the  greatest 
values  for  the  least  money. 
It  is  something  far  more  than 
the  avoidance  of  extravagance. 
A  good  thrift  principle  con- 
sists of  cutting  to  a  min- 
imum  the   three   costs  that 

12  Point  No.  36A— Leaded 

WHAT    IS    THRIFT? 

Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more  than 
the  avoidance  of  extrava- 
gance.     A    good    thrift 


TYPES  AND  PRINTING  PRACTICE 
MONOTYPE  COMPOSITION  FACES 


289 


6  Point  No.  38E— Solid 

WHAT  IS  THRIFT?  THRIFT  IS 
the  buying  of  the  greatest  values  for  the 
least  money.  It  is  something  far  more 
than  the  avoidance  of  extravagance.  A 
good  thrift  principle  consists  of  cutting  to 
a  minimum  the  three  costs  determining 
the  price  of  merchandise,  the  production, 
the  cost  of  handling,  and  the  cost  of  sell- 
ing to  you.  System  in  handling  mer- 
chandise does  away  with  waste.  There 
is  no  lost  energy,  no  lost  time  and  unneces- 
sary labor.     You  do  not  pay  the  extra 


7  Point  No.  38E— Solid 

WHAT  IS  THRIFT?  THRIFT 
is  the  buying  of  the  greatest  values 
for  the  least  money.  It  is  something 
far  more  than  the  avoidance  of  extrava- 
gance. A  good  thrift  principle  con- 
sists of  cutting  to  a  minimum  the 
three  costs  determining  the  price  of 
merchandise,  the  production,  the 
cost  of  handling,  and  the  cost  of 
selling  to  you.     System  in  handling 


8  Point  No.  38E— Solid 

WHAT  IS  THRIFT?  THRIFT 
is  the  buying  of  the  greatest  values 
for  the  least  money.  It  is  some- 
thing far  more  than  the  avoidance 
of  extravagance.  A  good  thrift 
principle  consists  of  cutting  to  a 
minimum  the  three  costs  deter- 
mining the  price  of  merchandise, 
the  production,  the  cost  of  hand- 
ling, and  the  cost  of  selling  to  you. 


9  Point  No.  38E— Solid 

WHAT  IS  THRIFT?  IT  IS 
the  buying  of  the  greatest  values 
for  the  least  money.  It  is  some- 
thing far  more  than  the  avoidance 
of  extravagance.  A  good  thrift 
principle  consists  of  cutting  to  a 
minimum  the  three  costs  deter- 
mining the  price  of  merchandise, 
the  production,  the  cost  of  hand- 


le Point  No.  38E— Solid 

WHAT  IS  THRIFT?  IT  IS 
the  buying  of  the  greatest  val- 
ues for  the  least  money.  It  is 
something  far  more  than  the 
avoidance  of  extravagance.  A 
good  thrift  principle  consists 
of  cutting  to  a  minimum  the 
price  of  merchandise,  the  pro- 
duction, the  cost  of  handling. 


11  Point  No.  38E— Solid 

WHAT  IS  THRIFT?    IT 

is  the  buying  of  the  great- 
est values  for  the  least 
money.  It  is  something 
far  more  than  the  avoidance 
of  extravagance.  A  good 
thrift  principle  consists  of 
cutting  to  a  minimum  the 


12  Point  No.  38E— Solid 

WHAT  IS  THRIFT? 
Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more  than 
the  avoidance  of  extrava- 
gance. A  good  thrift 
principle  consists  of  cut- 


12  Point  No.  38E— Leaded 

WHAT  IS  THRIFT? 
Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more  than 
the  avoidance  of  extrava- 
gance,     A    good    thrift 


19 


290  THE  ADVERTISING  HANDBOOK 

MONOTYPE  COMPOSITION  FACES 


7  Point  No.  337E— Solid 

WHAT   IS   THRIFT?     THRIFT   IS 

the  buying  of  the  greatest  values  for  the 
least  money.  //  is  something  far  more 
than  the  avoidance  of  extravagance.  A 
good  thrift  principle  consists  of  cutting 
to  a  mitiimum  the  three  costs  deter- 
mining the  price  of  merchandise,  the 
production,  the  cost  of  handling,  and 
the  cost  of  selling  to  you.  System  in 
handling  merchandise  does  away  with 
waste.  There  is  no  lost  energy,  no  lost 
time  and  unnecessary  labor.     You  do 


9  Point  No.  33 7E— Solid 

WHAT  IS  THRIFT?     IT  IS 

the  buying  of  the  greatest  values 
for  the  least  money.  //  is  some- 
thing Jar  more  than  the  avoidance 
of  extravagance.  A  good  thrift 
principle  consists  of  cutting  to  a 
minimum  the  three  costs  deter- 
mining the  price  of  merchandise, 
the  production,  the  cost  of  hand- 
ling, and  the  cost  of  selling  to 
you.  System  in  handling  mer- 
chandise does  away  with  waste. 
There  is  no  lost  energy,  no  lost 
time  and  unnecessary  labor.  You 

11  Point  No.  337E— Solid 

WHAT  IS  THRIFT?   IT 

is  the  buying  of  the  great- 
est values  for  the  least 
money.  It  is  something  far 
more  than  the  avoidance  of 
extravagance,  A  good  thrift 
principle  consists  of  cut- 
ting to  a  minimum  the 
three  costs  determining 
the  price  of  merchandise, 
the*production,  the  cost  of 
handling,  and  the  cost  of 
selling  to  you.    System  in 


8  Point  No.  337E— Solid 

WHAT   IS   THRIFT?     THRIFT 

is  the  buying  of  the  greatest  values 
for  the  least  money.  //  is  something 
jar  more  than  the  avoidance  of  extrava- 
gance. A  good  thrift  principle  con- 
sists of  cutting  to  a  minimum  the 
three  costs  determining  the  price  of 
merchandise,  the  production,  the 
cost  of  handling,  and  the  cost  of 
selling  to  you.  System  in  handling 
merchandise  does  away  with  waste. 

10  Point  No.  337E— Solid 

WHAT  IS  THRIFT?      IT 

is  the  buying  of  the  greatest 
values  for  the  least  money. 
//  is  something  far  more  than 
the  avoidance  of  extravagance. 
A  good  thrift  principle  con- 
sists of  cutting  to  a  minimum 
the  three  costs  determining 
the  price  of  merchandise,  the 
production,  the  cost  of  hand- 
ling, and  the  cost  of  selling 
to  you.  System  in  handling 
merchandise  does  away  with 

12  Point  No.  337E— Solid 

WHAT    IS    THRIFT? 

Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  //  is 
something  far  more  than 
the  avoidance  of  extrava- 
gance, A  good  thrift 
principle  consists  of  cut- 
ting to  a  minimurn  the 
three  costs  determining 
the  price  of  merchandise, 
the  production,  the  cost 


TYPES  AND  PRINTING  PRACTICE 
MONOTYPE  COMPOSITION  FACES 


291 


6  Point  No.  98J— Solid 

WHAT  IS  THRIFT?  THRIFT  IS 
the  buying  of  the  greatest  values  for  the 
least  money.  It  is  something  far 
more  than  the  avoidance  of  extrava- 
gance. A  good  thrift  principle  consists 
of  cutting  to  a  minimum  the  three  costs 
determining  the  price  of  merchandise, 
the  production,  the  cost  of  handling,  and 
the  cost  of  selling  to  you.  System  in 
handling  merchandise  does  away  with 
waste.  There  is  no  lost  energy,  no  lost 
time  and  unnecessary  labor.  You  do  not 
pay  the  extra  amount  added  usually  to 
take    care    of   wastage.      Again,    thrift 


9  Point  No.  98 J— Solid 

WHAT  IS  THRIFT?  IT  IS 
the  buying  of  the  greatest  values 
for  the  least  money.  It  is  some- 
thing far  more  than  the 
avoidance  of  extravagance.  A 
good  thrift  principle  consists  of 
cutting  to  a  minimum  the  three 
costs  determining  the  price  of 
merchandise,  the  production, 
the  cost  of  handling,  and  the  cost 
of  selling  to  you.  System  in 
handling  merchandise  does  away 
with  waste.  There  is  no  lost  time 
and  unnecessary  labor.    You  do 


12  Point  No.  98 J— Solid 

WHAT    IS    THRIFT? 

Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more 
than  the  avoidance  of 
extravagance.  A  good 
thrift  principle  consists 
of  cutting  to  a  minimum 
the  three  costs  deter- 
mining the  price  of  mer- 
chandise, the  production, 


8  Point  No.  98J— Solid 

WHAT  IS  THRIFT?  THRIFT 
is  the  buying  of  the  greatest  values 
for  the  least  money.  It  is  some- 
thing far  more  than  the  avoid- 
ance of  extravagance.  A  good 
thrift  principle  consists  of  cutting 
to  a  minimum  the  three  costs 
determining  the  price  of  merchan- 
dise, the  production,  the  cost  of 
handling,  and  the  cost  of  selling  to 
you.  System  in  handling  merchan- 

10  Point  No.  98J— Solid 

WHAT  IS  THRIFT?      IT 

is  the  buying  of  the  greatest 
values  for  the  least  money. 
It  is  something  far  more 
than  the  avoidance  of 
extravagance.  A  good 
thrift  principle  consists  of 
cutting  to  a  minimum  the 
three  costs  determining  the 
price  of  merchandise,  the 
production,  the  cost  of  hand- 
ling, and  the  cost  of  selling 
to  you.    System  in  handling 

12  Point  No.  98 J — Leaded 

WHAT    IS    THRIFT? 

Thrift  is  the  buying  of 
the  greatest  values  for 
the  least  money.  It  is 
something  far  more 
than  the  avoidance  of 
extravagance.  A  good 
thrift  principle  consists 
of  cutting  to  a  minimum 
the  three  costs  deter- 
mining the  price  of  mer- 


292  THE  ADVERTISING  HANDBOOK 

MONOTYPE  PLATE-GOTHIC  COMPOSITION 


1 

Dr.  A.  J.  Brownlow 

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ATLANTIC  CITY.  N.  J. 

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YOU  ARE  CORDIALLY   INVITED  TO  ATTEND 

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February  5,   6  and  7,    1920 

From 

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MOVE   ALL    KINDS    OF    INK. 
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202  BROAD  STREET 

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PENNA. 

L 

TYPES  AND  PRINTING  PRACTICE  293 

LINOTYPE  EXHIBITS 

The  following  specimen  pages  of  Linotype  composition 
show  further  the  possibilities  of  machine-set  type  in  advertis- 
ing work.  The  display  faces  shown  are  among  the  most 
popular  ones.  This  exhibit  is  particularly  valuable  with  re- 
spect to  types  that  are  appropriate  for  booklet  and  general 
circular  work. 


294  THE  ADVERTISING  HANDBOOK 

MODERN  LINOTYPE  FACES  IN  SERIES 

BODONI 

6  Point 

FIGURE   THE   NUMBER   OF   ADVERTISEMENTS    IN    A    SINGLE    COPY   OF   A   LARGE 

publication  and  the  number  of  minutes  that  the  publication  gets  from  the  average  reader,  and 
you  will  have  a  good  idea  of  what  an  important  undertaking  it  is  to  write  advertisements  that 

7  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY  OF  A 
large  publication  and  the  number  of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking  it 

8  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY 
of  a  large  publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  will  have  a  good  idea  of  what  an  impor- 

10  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A 

single  copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and  you  will 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN 

a  single  copy  of  a  large  publication  and  the  number  of 
minutes  that  the  publication  gets  from  the  average  reader 

14  Point 

FIGURE    THE    NUMBER    OF    ADVERTISE- 

ments  in  a  single  copy  of  a  large  publication  and  the 
number  of  minutes  that  the  pubhcation  gets  from 

18  Point 

FIGURE  THE  NUMBER  OF  ADVER- 

tisements  in  a  single  copy  of  a  large  pub- 
lication and  the  number  of  minutes  that 

24  Point 

FIGURE  THE  NUMBER  OF 
advertisements  in  a  single  copy 
of  a  large  publication  and  the 


TYPES  AND  PRINTING  PRACTICE  295 

MODERN  LINOTYPE  FACES  IN  SERIES 

BODONI— Continued 

30  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a 

36  Point 

FIGURE  THE  NUM- 

ber  of  advertisements 


BODONI  BOLD 

6  Point 
FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY  OF  A  LARGE 
publication   and  the   number  of  minutes  that  the  publication   gets   from  the   average 
reader,   and   you  will   have  a  good   idea    of   what   an   important   undertaking   it    is   to 

8  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE 
copy  of  a  large  publication  and  the  number  of  minutes  that  the  publi- 
cation gets  from  the  average  reader,  and  you  will  have  a  good  idea 

10  Point  ' 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A 

single  copy  of  a  large  publication  and  the  number  of  min- 
utes that  the  publication  gets  from  the  average  reader,  and 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN 

a  single  copy  of  a  large  publication  and  the  number 
of  minutes  that  the  publication  gets  from  the  average 

14  Point 

FIGURE  THE  NUMBER  OF  ADVERTISE- 
ments  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets 


296  THE  ADVERTISING  HANDBOOK 

MODERN  LINOTYPE  FACES  IN  SERIES 

BODONI  BOLD— Continued 

18  Point 

FIGURE  THE  NUMBER  OF  AD  VER. 

tisenients  in  a  single  copy  of  a  large 
publication  and  the  number  of  min- 

24  Point 

FIGURE  THE  NUMBER  OF 
advertisements  in  a  single 
copy  of  a  large  publication 

30  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a  sin- 
gle copy  of  a  large  publi- 


BODONI  BOLD  ITALIC 

6  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the 

7  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  pub- 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a 

12  Point 

Figure  the  number  of  advertisements  in  a  single  copy 

14  Point 

Figure  the  number  of  advertisements  in  a  single 


TYPES  AND  PRINTING  PRACTICE  297 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM 

8  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE 
copy  of  a  large  publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  will  have  a  good  idea  of  what  an  important  un- 

9  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SIN- 
gle  copy  of  a  large  publication  and  the  number  of  minutes  that  the  publica- 
tion gets  from  the  average  reader,  and  you  will  have  a  good  idea  of  what  an 

10  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A 

single  copy  of  a  large  publication  and  the  number  of  minutes  that  the 
publication  gets  from  the  average  reader,  and  you  will  have  a  good  idea 

1 1  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS 
in  a  single  copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and  you  will 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISE- 

ments  in  a  single  copy  of  a  large  publication  and  the  number 
of  minutes  that  the  publication  gets  from  the  average  reader 

14  Point 

FIGURE  THE  NUMBER  OF  ADVER^ 
tisements  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets  from 

20  Point 

FIGURE  THE  NUMBER  OF  AD- 

vertisements  in  a  single  copy  of  a  large  pub- 
lication and  the  number  of  minutes  that  the 


298  THE  ADVERTISING  HANDBOOK 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM— Continued 

24  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a  single  copy  of 
a  large  publication  and  the  number 

30  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a  single 
copy  of  a  large  publication  an 


CHELTENHAM  ITALIC 

8  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the 

9  Point 

Figure  the  number  of  advertisements  in  a  single  cop^  of  a  large  publication 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publi- 

11  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large 

12  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a 

14  Point 

Figure  the  number  of  advertisements  in  a  single  copy 


TYPES  AND  PRINTING  PRACTICE  299 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM  CONDENSED 

8  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY  OF  A 
large  publication  and  the  number  of  minutes  that  the  pubhcation  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking  it 

10  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE 
copy  of  a  large  publication  and  the  number  of  minutes  that  the  pub- 
lication gets  from  the  average  reader,  and  you  will  have  a  good  idea 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SIN- 
gle  copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and  you 

14  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN 
a  single  copy  of  a  large  publication  and  the  number  of 
minutes  that  the  publication  gets  from  the  average 

18  Point 

FIGURE  THE  NUMBER  OF  ADVERTISE^ 

ments  in  a  single  copy  of  a  large  publication 
and  the  number  of  minutes  that  the  publication 

24  Point 

FIGURE  THE  NUMBER  OF  ADVER- 

tisements  in  a  single  copy  of  a  large 
publication  and  the  number  of  min- 


300  THE  ADVERTISING  HANDBOOK 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM  BOLD 

6  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY  OF  A 
large  publication  and  the  number  of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking 

8  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE 
copy  of  a  large  publication  and  the  number  of  minutes  that  the  pub- 
lication gets  from  the  average  reader,  and  you  will  have  a  good  idea 

10  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN 
a  single  copy  of  a  large  publication  and  the  number  of 
minutes  that  the   publication  gets   from   the   average 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISE- 
ments  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets 

14  Point 

FIGURE  THE  NUMBER  OF  ADVER- 
tisements  in  a  single  copy  of  a  large  publi- 
cation and  the  nuniber  of  minutes  that  the 

18  Point 

FIGURE  THE  NUMBER  OF  AD- 
vertisements  in  a  single  copy  of  a 
large  publication  and  the  number  of 

24  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a  single 
copy  of  a  large  publication 


TYPES  AND  PRINTING  PRACTICE  301 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM  BOLD— Continued 

30  Point 

FIGURE  THE  NUMBER 

of  advertisements  in  a  sin- 
gle copy  of  a  large  publica- 

36  Point 

FIGURE  THE 

number  of  adver- 


CHELTENHAM  BOLD  ITALIC 

6  Point 
Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and 

8  Point 
Figure  the  nttmber  of  advertisements  in  a  single  copy  of  a  large 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy 

12  Point 

Figure  the  number  of  advertisements  in  a  single 

14  Point 

Figure  the  number  of  advertisements  in  a 

18  Point 

Figure  the  number  of  advertise- 

24  Point 

Figure  the  number  of  adver- 


302  THE  ADVERTISING  HANDBOOK 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

CHELTENHAM  BOLD  CONDENSED 

8  Point 
FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE  COPY  OF  A 
large  publication  and  the  number  of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking  it 

10  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SINGLE 
copy  of  a  large  publication  and  the  number  of  minutes  that  the  pub- 
lication gets  from  the  average  reader,  and  you  will  have  a  good  idea 

12  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN  A  SIN- 
gle  copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and  you 

14  Point 

FIGURE  THE  NUMBER  OF  ADVERTISEMENTS  IN 
a  single  copy  of  a  large  publication  and  the  number  of 
minutes  that  the  publication  gets  from  the  average 

18  Point 

FIGURE  THE  NUMBER  OF  ADVERTISE- 
ments  in  a  single  copy  of  a  large  publication 
and  the  number  of  minutes  that  the  publica- 

24  Point 

FIGURE  THE  NUMBER  OF  AD- 
vertisements  in  a  single  copy  of  a 
large  publication  and  the  number  of 

30  Point 

FIGURE  THE  NUMBER  OF 

advertisements  in  a  single 


TYPES  AND  PRINTING  PRACTICE  303 

MODERN  LINOTYPE  FACES  IN  SERIES 

SCOTCH 

6  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets  from  the  average  reader,  and 
you  will  have  a  good  idea  of  what  an  important  undertaking  it  is  to  write  adver- 
tisements that  will  capture  the  coveted  attention  and  hold  it  until  a  favorable  im- 
pression regarding  the  advertised  article  has  been  created.  People  do  not,  as  a 
rule,  search  for  advertisements.    True,  advertisements  are  occasionally  looked  up, 

8  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publica- 
tion and  the  number  of  minutes  that  the  publication  gets  from  the  average 
reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking 
it  is  to  write  advertisements  that  will  capture  the  coveted  attention  and 
hold  it  until  a  favorable  impression  regarding  the  advertised  article  has 
been  created.    People  do  not,  as  a  rule,  search  for  advertisements.    True, 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large 
publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  will  have  a  good  idea  of  what  an 
important  undertaking  it  is  to  write  advertisements  that  will  cap- 
ture the  coveted  attention  and  hold  it  until  a  favorable  impression 
regarding  the  advertised  article  has  been  created.    People  do  not, 

1 1  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a 
large  publication  and  the  number  of  minutes  that  the  publica- 
tion gets  from  the  average  reader,  and  you  will  have  a  good 
idea  of  what  an  important  undertaking  it  is  to  write  adver- 
tisements that  will  capture  the  coveted  attention  and  hold  it 
until  a  favorable  impression  regarding  the  advertised  article 

12  Point 

Figure  the  number  of  advertisements  in  a  single 
copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and 
you  will  have  a  good  idea  of  what  an  important  under- 
taking it  is  to  write  advertisements  that  will  capture 
the  coveted  attention  and  hold  it  until  a  favorable  im- 

One  point  leaded. 


304  THE  ADVERTISING  HANDBOOK 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 


CASLON 

7  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets  from  the  average  reader,  and  you  will 
have  a  good  idea  of  what  an  important  undertaking  it  is  to  write  advertisements 
that  will  capture  the  coveted  attention  and  hold  it  until  a  favorable  impression  re- 
garding the  advertised  article  has  been  created.  People  do  not,  as  a  rule,  search  for 
advertisements.    True,  advertisements  are  occasionally  looked  up,  but  magazines  and 

8  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publica- 
tion and  the  number  of  minutes  that  the  publication  gets  from  the  average 
reader,  and  you  will  have  a  good  idea  of  what  an  important  undertaking 
it  is  to  write  advertisements  that  will  capture  the  coveted  attention  and 
hold  it  until  a  favorable  impression  regarding  the  advertised  article  has 
been  created.    People  do  not,  as  a  rule,  search  for  advertisements.    True, 

9  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  pub- 
lication and  the  number  of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important 
undertaking  it  is  to  write  advertisements  that  will  capture  the  coveted 
attention  and  hold  it  until  a  favorable  impression  regarding  the  adver- 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large 
publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  will  have  a  good  idea  of  what 
an  important  undertaking  it  is  to  write  advertisements  that  will  cap- 
ture the  coveted  attention  and  hold  it  until  a  favorable  impression 

1 1  Point 

Figure  the  number  of  advertisements  In  a  single  copy  of 
a  large  publication  and  the  number  of  minutes  that  the 
publication  gets  from  the  average  reader,  and  you  will 
have  a  good  Idea  of  what  an  Important  undertaking  It  Is  to 
write  advertisements  that  will  capture  the  coveted  atten- 

12  Point 

Figure  the  number  of  advertisements  in  a  single 
copy  of  a  large  publication  and  the  number  of  minutes 
that  the  publication  gets  from  the  average  reader,  and 
you  w^ill  have  a  good  idea  of  what  an  important  un- 
dertaking it  is  to  w^rite  advertisements  that  will  cap- 

One  point  leaded. 


TYPES  AND  PRINTING  PRACTICE  305 

OLD  STYLE  LINOTYPE  FACES  IN  SERIES 

OLD  STYLE  ROMAN  NO.  7 

6  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the 
number  of  minutes  that  the  publication  gets  from  the  average  reader,  and  you  will  have  a 
good  idea  of  what  an  important  undertaking  it  is  to  write  advertisements  that  will  capture 
the  coveted  attention  and  hold  it  until  a  favorable  impression  regarding  the  advertised 
article  has  been  created.  People  do  not,  as  a  rule,  search  for  advertisements.  True,  adver- 
tisements are  occasionally  looked  up,  but  magazines  and  newspapers  are  bought  ordinarily 
for  the  news,  stories,  etc.,  they  contain,  and  the  advertisements  must  "butt  into"  attention 

8  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication 
and  the  number  of  minutes  that  the  publication  gets  from  the  average  reader, 
and  you  will  have  a  good  idea  of  what  an  important  undertaking  it  is  to 
write  advertisements  that  will  capture  the  coveted  attention  and  hold  it  until 
a  favorable  impression  regarding  the  advertised  article  has  been  created 
People  do  not,  as  a  rule,  search  for  advertisements.    True,  advertisements  are 

9  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  pub- 
lication and  the  number  of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea  of  what  an  important 
undertaking  it  is  to  write  advertisements  that  will  capture  the  coveted 
attention  and  hold  it  until  a  favorable  impression  regarding  the  adver- 
tised article  has  been  created.    People  do  not,  as  a  rule,  search  for  ad- 

10  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large 
publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  v^ill  have  a  good  idea  of  what  an 
important  undertaking  it  is  to  write  advertisements  that  will  cap- 
ture the  coveted  attention  and  hold  it  until  a  favorable  impression 

1 1  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a 
large  publication  and  the  number  of  minutes  that  the  publi- 
cation gets  from  the  average  reader,  and  you  will  have  a  good 
idea  of  what  an  important  undertaking  it  is  to  write  adver- 
tisements that  will  capture  the  coveted  attention  and  hold  it 

12  Point 

Figure  the  number  of  advertisements  in  a  single  copy 
of  a  large  publication  and  the  number  of  minutes  that 
the  publication  gets  from  the  average  reader,  and  you 
will  have  a  good  idea  of  what  an  important  undertaking 
it  is  to  write  advertisements  that  will  capture  the  cov- 

One  point  leaded. 
2C 


306  THE  ADVERTISING  HANDBOOK 

LINOTYPE  FACES  IN  SERIES 

ANTIQUE  NO.  1 

6  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and 
the  number  of  minutes  that  the  publication  gets  from  the  average  reader,  and  you 
will  have  a  good  idea  of  what  an  important  undertaking  it  is  to  write  advertise- 
ments that  will  capture  the  coveted  attention  and  hold  it  until  a  favorable  impres- 
sion regarding  the  advertised  article  has  been  created.  People  do  not,  as  a  rule, 
search  for  advertisements.    True,  advertisements  are  occasionally  looked  up,  but 

8  Point 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large 
publication  and  the  number  of  minutes  that  the  publication  gets 
from  the  average  reader,  and  you  will  have  a  good  idea  of  what  an 
important  undertaking  it  is  to  write  advertisements  that  will  cap- 
ture the  coveted  attention  and  hold  it  until  a  favorable  impression 

10  Point 

Figure  the  number  o£  advertisements  in  a  single  copy  of 
a  large  publication  and  the  number  o£  minutes  that  the 
publication  gets  from  the  average  reader,  and  you  will  have 
a  good  idea  of  what  an  important  undertaking  it  is  to  write 
advertisements  that  will  capture  the  coveted  attention  and 

12  Point 

Figure  the  number  of  advertisements  in  a  single 
copy  of  a  large  publication  and  the  number  of  min- 
utes that  the  publication  gets  from  the  average 
reader,  and  you  will  have  a  good  idea  of  what  an 
important  undertaking  it  is  to  write  advertise- 

One  point  leaded. 


CATALOG  AND  MAIL-ORDER  FACES 

5  Point  No.  18  with  Antique  Black  No.  1 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the  num- 
ber of  minutes  that  the  publication  gets  from  the  average  reader,  and  you  will  have  a  good 
idea  of  what  an  important  undertaking  it  is  to  write  advertisements  that  will  capture  the 
coveted  attention  and  hold  It  until  a  favorable  Impression  regarding  the  advertised  article 
has  been  creatcJ.    People  do  not,  as  a  rule,  search  for  advertisements.    True,  advertisements 

5  Point  No.  10  with  Gothic  No.  4 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the  number  of 
minutes  that  the  publication  gets  from  the  average  reader,  and  you  will  have  a  good  idea  of  what 
an  important  undertaking  it  is  to  write  advertisements  that  will  capture  the  coveted  attention 
and  hold  it  until  a  favorable  Impression  regarding  the  advertised  article  has  been  created.  People 
do  not,  as  a  rule,  search  for  advertisements.    True,  advertisements  are  occasionally  looked  up,  but 

6  Point  No.  10  with  Gothic  No.  4 

Figure  the  number  of  advertisements  in  a  single  copy  of  a  large  publication  and  the 
number  of  minutes  that  the  publication  gets  from  the  average  reader,  and  you  will 
have  a  good  idea  of  what  an  important  undertaking  it  is  to  write  advertisements  that 
will  capture  the  coveted  attention  and  hold  it  until  a  favorable  impression  regarding 
the  advertised  article  has  been  created.     People  do  not,  as  a  rule,  search  for  adver- 

Bet  solid. 


TYPES  AND  PRINTING  PRACTICE  307 

MODERN  LINOTYPE  FACES  IN  SERIES 


SPECIMENS  OF  CENTURY  EXPANDED 
SET  SOLID  AND  LEADED 


6  Point 

Figure  the  number  of  advertisements 
in  a  single  copy  of  a  large  publication 
and  the  number  of  minutes  that  the 
publication  gets  from  the  average  read- 
er, and  you  will  have  a  good  idea  of 
what  an  important  undertaking  it  is  to 
write  advertisements  that  will  capture 

7  Point 

Figure  the  number  of  adver- 
tisements in  a  single  copy  of  a 
large  publication  and  the  number 
of  minutes  that  the  publication 
gets  from  the  average  reader,  and 
you  will  have  a  good  idea  of  what 

8  Point 

Figure  the  number  of  adver- 
tisements in  a  single  copy  of  a 
large  publication  and  the  num- 
ber of  minutes  that  the  publi- 
cation gets  from  the  average 
reader,   and   you   will   have   a 

9  Point 

Figure  the  number  of  ad- 
vertisements in  a  single  copy 
of  a  large  publication  and 
the  number  of  minutes  that 
the  publication  gets  from  the 
average  reader,  and  you  will 

10  Point 

Figure  the  number  of 
advertisements  in  a  single 
copy  of  a  large  publication 
and  the  number  of  minutes 
that  the  publication  gets 
from  the  average  reader, 

12  Point 

Figure  the  number 
of  advertisements  in  a 
single  copy  of  a  large 
publication  and  the 
number  of  minutes  that 
the  publication  gets 

All  specimens  in  tliis  column  are  set  solid. 


Figure  the  number  of  advertisements 
in  a  single  copy  of  a  large  publication 
and  the  number  of  minutes  that  the 
publication  gets  from  the  average  read- 
er, and  you  will  have  a  good  idea  of 


Figure  the  number  of  adver- 
tisements in  a  single  copy  of  a 
large  publication  and  the  number 
of  minutes  that  the  publication 
gets  from  the  average  reader,  and 


Figure  the  number  of  adver- 
tisements in  a  single  copy  of  a 
large  publication  and  the  num- 
ber of  minutes  that  the  publi- 
cation gets  from  the  average 

Figure  the  number  of  ad- 
vertisements in  a  single  copy 
of  a  large  publication  and 
the  number  of  minutes  that 
the  publication  gets  from  the 

Figure  the  number  of 
advertisements  in  a  single 
copy  of  a  large  publication 
and  the  number  of  minutes 
that  the  publication  gets 


Figure  the  number 
of  advertisements  in  a 
single  copy  of  a  large 
publication  and  the 
number  of  minutes  that 


All  specimens  in  this  column  are  set 
two -point  leaded. 


308  THE  ADVERTISING  HANDBOOK 

HAND  TYPE  EXHIBITS 
14  Point  Plymouth 

Still  a  Great    Mountain   of   Ice 
Will  Vary  its  Monotonous  Move 


18   Point  Curti8   Post 


Still  a  Great  Motintain 
Will    Sometiimes  Vary 


18   Point    W'lnclicll 


Still  a  Great  Mountain  o£ 
Ice  Will   Sometimes  Vary 


18  Point  Antique  Old  Style 

Still  a  Great  Mountain  of  Ice 
Will  Sometimes  Vary  its  Mon 


TYPES  AND  PRINTING  PRACTICE  309 

HAND  TYPE  EXHIBITS 

24  Point  Clenrface  Gothic 

Still  a  Great  Mountain  of 
ice  Will  Sometimes  Vary  its 


^  24  Point  Delia  Bobbia 


Still  a  Great  Mountain  of 
Ice  Will  Sometimes  Vary 


24    Point    Hobo 


Still  a  Great  Mountain 
of  Ice  Will  Sometime 


30  Point  John  Hancock  Condensed 


son  a  Great  Mountain  of 
Ice  Will  Sometimes  Var 


310 


THE  ADVERTISING  HANDBOOK 

HAND  TYPE  EXHIBITS 

14  Point  Condensed  Foster 

HANDSOME  HISTORY  PRINTED 
Contained  Exclusive  Military  Stories 
Twenty  Halftones  Being  Reproduced 

36  Point  Cheltenham  Outline.  Light 


©f  nee  §©imaitim< 


42  Point  Quentell 


A  Mountain  of 
ice  will  vary  it 


48  Point  Cheltenham   Outline.   Heavy 


WEATHER 


TYPES  AND  PRINTING  PRACTICE  311 

HAND  TYPE  EXHIBITS 

24  Point  Pabst  Old  Style 

Still  a  Great  Mountain  of 
Ice   Vv  ill  Sometimes  v  ary 

36  Point  Caslon  Old  Style  Italic 

Still  a  Mountain 
of  ice  will  vary 


36  Point  Caslon  Bold  Italic 


Printers  who 
can  stand  up 


48  Point  Caslon  Old  Style 


Still  a  Great 
Mountain  is 


312  THE  ADVERTISING  HANDBOOK 

HAND  TYPE  EXHIBITS 

18  Point  Foster 

DELIGHTED  PRINTER 
Foster  Series  Purchased 
Investment  Brings  Trade 

18  Point  Post  Old  Style  #1 

PHYSICIANS  HONORING 
Fraudulent  Insurance  Presid 
Greatest  Cro-wds  Aboard  Sin 

30  Point  Devinne 

GERMAN  DAMSE 
Enemy  Confirmed 
Banished  Dangero 


64  Point  MacFarland 


Always  RI 


TYPES  AND  PRINTING  PRACTICE 
STANDARD  ORNAMENTAL  BORDERS 


313 


SBSBSCBCaBBB 


"I 


ms^s^s^s^s^s^s^s^ 


314 


THE  ADVERTISING  HANDBOOK 
STANDARD  ORNAMENTAL  BORDERS 


^mmmmmmmmmmmmm 


im^MMMSLlMSmMMM 


lwmmimmwmmmiWiWiWiWtmmwwtmw£WiWt^ 


d 


I 


X^^p^»%»»»i^|«»<M^»^»<^%l 


*mf\^*mi^$^^t^^v/^^^  »*/||Ww»»      g»— iVl/»w^i 


TYPES  AND  PRINTING  PRACTICE  315 


STANDARD   INITIALS 


B 


ffl 


M 


O 


If     0   [X 

K  P 


SECTION  13 
ADVERTISING  DISPLAY 

What  Display  is. — Display,  in  its  relation  to  copy,  means 
(1)  obtaining  such  effects  as  will  make  the  advertiser's  message 
attractive  to  the  reader's  eye  and  (2)  drawing  attention  to  the 
most  essential  features. 

The  word  "display"  is  construed  more  particularly  as 
referring  to  type  effects,  but  display  in  a  broader  sense  really 
comprehends  white  space,  borders,  and  even  illustration,  for 
an  illustration  is  a  display  unit  that  must  be  placed  with  due 
regard  for  the  other  display  units. 

Display  is  Contrast. — Good  display  means  contrast.  The 
eye  is  not  attracted  or  held  by  monotonous  treatment  of  any 
kind.  A  perfectly  straight  road  would  soon  become  tiresome 
to  the  eye,  so  would  miles  of  trees  all  nearly  alike. 

So  it  is  in  advertising.  If  advertising  is  all  plain  text  or  all 
display  type,  the  effect  is  monotonous  unless  there  are  only  a 
few  words 

The  Elements  of  Display. — Ordinarily  the  designer  of 
advertisements  has  four  elements  to  juggle  with  in  making  up 
his  displays.     These    are: 

1.  White  space. 

2.  The  medium  tone,  or  gray  effect,  of  small  text  type  on 
white  or  almost  white  paper. 

3.  Display  type  and  borders  that  yield  medium  or  heavy 
black  effects. 

4.  Illustrations,  which  are  usually  larger  areas  of  space, 
light  or  heavy  according  to  the  character  of  the  illustration. 

Sometimes  the  designer  has  a  fifth  element — that  of  color. 

These  elements  must  be  so  handled  that  they  make  up 
pleasing  combinations. 

When  Contrast  is  Lacking. — Figures  1, 2  and  3  afford  a  simple 
method  of  judging  the  value  of  sharp  contrast.  As  is  well 
known,  the  practice  of  camouflaging  in  the  great  war  was  to 

316 


ADVERTISING  DISPLAY  317 

confound  the  eye — to  make  it  difficult  to  judge  the  outlines 
of  ships  accurately.  Advertisers  unthinkingly  camouflage 
a  great  many  of  their  messages  by  making  them  so  difficult  to 
grasp  that  the  eye  either  rebels  or  else  is  attracted  by  some- 
thing else  more  agreeable  and  passes  on.  Figure  1  is  cut  out  of 
solid  black  paper  and  its  outline  is  very  sharp.  Figure  2  is  the 
same   outline   cut  out  of  a  page  of  small  reading  text.     Its 


Fig.  1. 
all 

S     Bi      nxx 

^one  oy.  ..  5»'  ^cv^ive..,  ar.v^  growing 

nterest  in  th'O  work  of  the  hall  is  mani 

>8t.     A  general  alumni  association  wa 

fTMo/)    «itUT»  T-   MpT.Pfln  WilsoTi.  of  Bine 

Fig.  2. 

STEM  IN  INDUSTRY/ 

Fig.  3. 

Figs.  1-2-3. — Three  illustrations  that  show  how  the  unskilful  arranging 
of  type  effects  may  prevent  sharply  defined  optical  impressions  and  success- 
fully camouflage  the  advertiser's  appeal.  The  general  outlines  of  the  three 
figures  are  the  same. 

outline  is  fairly  discernable  but  not  to  the  extent  that  the  lines 
of  Figure  1  are.  Figure  3  is  cut  out  of  two  lines  of  display 
type  and  is  the  same  general  outline  as  Figures  1  and  2,  but 
the  shape  of  the  design  is  rather  successfully  concealed  by  the 
confusing  display  elements. 

These  examples  clearly  convey  the  need  of  concentrating  the 
different  values  or  elements  of  display  rather  than  the  scattering 
of  them.  The  scattering  of  display  elements  usually  means 
losing  all  contrast. 

Use  of  White  Space. — White  space  conveys  no  message 
and  it  costs. the  advertiser  just  as  much  as  the  space  that  is 


318 


THE  ADVERTISING  HANDBOOK 


The  DIET 

During 

and  After 

The  Old  Reliable 
Round  Package 


INFLUENZA 

Horlick's 

Malted  Milk 

Very  NuMiious,  DSgestible 

The  REAL  Food -Drink,  instantly  prepared. 
Made  by  the  ORIGINAL  Horlick  process  and 
from  carefully  selected  materials. 

Used  successfully  over  ^^  century. 
Endorsed  by  physicians  everjrwhere. 

and  g!t  Horlick'S  The  Onginal 

Thus  Avoiding  Imitations 


Fig.  4. 


Adjoining  thm  St.  Jammw 

1220-1222  Walnut  St.^^ 
The  New  Modes  in 

Daytime 
Dresses 

Of  serge  »nd  tricotine;  the  new 
(ringham  silks,  printed  Georgettes, 
chiffons,  and  Foulards. 

$35.00  to  $125 


New  spring  Suits 


x\t    the    Eton    jacket    effect.       Exclusive    and    unusual 
at  prices  ranging  from 

$39.50  to  $115.00 

Top  Coats 

For  Spring 

Models  for  Dress  and  Sport 
Wear,  including  some  most  attrac- 
tive Silk  Coats  in  light  colors,  and 
the  new  semi-plaid  Coats 

$45.00  to  $110 

^ai220.1222  Walnut  St 

Adjoining  the  St.  Jamet 


Fig.  5. — The  word  "hodge-podge"  best  describes  such  displays  as  the  Stone 
and  Horlick's  examples,  and  the  newspapers  are  full  of  them.  Nothing  stands 
out,  and  the  reason  is  that  the  layout-man,  or  the  printer,  tried  to  display  about 
three  times  as  many  items  as  could  be  displayed  in  these  spaces. 


ADVERTISING  DISPLAY 


319 


occupied  by  type  matter  and  illustration.  White  space  is 
useful  only  as  a  means  of  producing  a  contrast,  of  getting  a 
background  that  will  make  the  other  components  of  the  mes- 
sage show  up  more  strikingly.  It  should  be  treated  as  the  mat 
of  the  advertisement.     Usually  white  space  is  utilized  to  the 


K^J^iAya^' 


VERSHARPUrt4i<iy\ 
rvtry  time  writing  is  tt  bt 
'harp  nay  instant 
points  rutry  letter  anddu 
neatly  —  leaves  a  clearcut 
manuscript,  memerandum 
rorderto  ie  read  easily  and 
quickly.     From  its  always 
slutrp^neversharpened point 
to  the  handy  e 
ingenious  writing  mecha^ 

of  the  user.  Built  for  life- 
time  service.  Handsomely 
shaped  and  finished. 
Equipped  with  pocket  clip 
or  chain  ring,  ji II sixes,  jlll 
prica.  Dealers  everywhere. 
THE  WAHL  C0MPAKf.Chi4[, 


Fig.  6. — An  extraordinary  use  of  white  space.  That  the  page  is  distinctive 
is  unquestioned.  At  the  same  time,  the  expediency  of  using  such  areas  of 
white  space  when  the  space  represents  a  cost  of  from  $2000  to  $7000  may 
well  be  doubted.  It  should  be  possible  to  get  all  needed  contrast  in  at  least 
half  of  the  space  that  this  message  occupies. 


best  advantage  at  the  bottom,  top,  and  side-margins  of  an 
advertisement,  but  it  may  be  possible  for  areas  of  white  space 
to  be  used  to  advantage  in  central  parts  of  the  layout  as, 
for  example,  where  the  type  message  is  kept  to  one  side  of 
the  space  and  the  other  side  left  blank.    See  Fig.  7. 

A  great  many  advertisements  have  their  appearance  spoiled 
by  what  may  be  termed  the  scattering  or  diffusion  of  the  white 


320 


THE  ADVERTISING  HANDBOOK 


space.  That  is,  instead  of  concentrating  the  white  space  in 
certain  areas,  the  designer  scatters  it  throughout  the  composi- 
tion, leading  the  body  matter,  putting  as  much  white  space 
below  headlines  as  above,  as  much  above  signature  as  below, 
etc.  The  result  of  such  diffusion  is  that  the  white  space, 
instead  of  fulfilling  its  original  purpose,  that  of  affording  a 
contrast,  is  simply  absorbed  into  the  advertisement  as  a  whole. 


A 

B 

D 

c. 

A 

5 

D 

C 

U)  (B) 

Fig.  7. — Two  simple  ways  of  handling  white  space.  In  arrangement  A 
the  largest  margin  is  at  C,  the  next  at  the  top.  Margins  5  and  D  are  equal. 
In  arrangement  B  the  unusual  margin  at  D  throws  the  text  out  in  relief. 
The  position  of  signature  lines  and  the  margin  at  C  gives  good  balance. 

In  both  Figures  4  and  5,  the  designer  ignored  the  old  rule  that 
"all  display  is  no  display"  and  tried  to  display  so  many  lines 
that  all  contrast  is  lost.  The  Horlick's  advertisement  would 
be  twice  as  effective  had  at  least  half  of  the  space  been  filled 
with  a  readable  text  type. 
The  Montgomery  advertisement ,  Figure  8,is  a  style  of  arrange- 


ADVERTISING  DISPLAY 


321 


ment  that  is  rapidly  passing.  This  is  the  old  style  of  center- 
ing all  lines  as  if  the  advertisement  were  a  formal  title  page. 
Nothing  stands  out.     Had  the  advertiser  started  off  with  a 


HOLDERS     ' 

or 

UNITED    STATES    GOVERNMENT 
LIBERTY    LOAN 

4*    BONDS 

HAVf  THE  RIGHT  TO  COHVERT  IMTO 

LIBERTY    LOAN 

4'/4%    BONDS 

THIS  RIGHT  EXPIRES  NOVEMBER  9.1918 


«0.  $100,  tfiOO  AND  tlOOO  DENOMINATIONS, 
I  txcHAHCC  ro«  n  BONOS  or  lIKt  matubitv  ano  oemomiiiatioh. 

PRIVILCCCS  JWO  TAX- 


MONTGOMERY  &  CO. 


Fig.  8. 


Summer  Shoes  Reduced 

At  $6.00 

A  wo;iderful  lot-  of 
women's  atreet  slipper* 
and  ties,  tan  Russia, 
dull  and  patent  leather, 
smart  two-color  com- 
binations. Only  a  few 
pairs  of  a  kind;  but 
something"  to  fit  every- 
body. These  have  been 
$8.00  to  $12.00. 

Siadera)alf        -£bj 

^■^—^  1420  Chestnut  St-  buy  war 

'•Whw*  Onjjr  tt«  BMt  1»  ao«4  BBOusfc''  ,  aAVINOS  STAMPS  •, 

Fig.  9. — A  well  balanced  advertisement.  The  use  of  a  liberal  amount  of 
white  space  at  the  right,  surrounding  the  illustration,  throws  the  text  out 
well.  The  little  appeal  about  the  Thrift  Club  is  in  just  the  right  place  to 
complete  a  pleasing  balance. 


strong  headline  of  ^'Convert  Your  4  per  cent.  Liberty  Bonds 
before  November  9,"  and  put  the  remainder  of  his  message 
in  plain  text  type  he  would  have  had  a  real  command  of 
public  attention. 


322 


THE  ADVERTISING  HANDBOOK 


Display  Type. — The  subject  of  display  type  is  so  obvious 
that  it  hardly  requires  explanation.  Yet  many  .advertise- 
ments are  made  very  much  less  efficient  by  an  over-use  or 
poor  use  of  display  type.  If  display  type  is  so  used  that  it 
contrasts  finely  with  both  text  type  and  white  space,  then  it 
has  fulfilled  its  purpose.  When  advertisers  try  to  display 
every  important  point  about  an  advertisement  they 
immediately  defeat  their  own  purpose. 


YOU  know,  there  is 
nothing  to  prevent  any 
clothier  from  telling  you 
that  his  clothing  is  as 
perfectly  tafiored  as  ours, 
for  when  a  man  is  sell- 
ing, his  conscience  is 
usually  dozing. 

Without  exception,  the  fin- 
est tailoring  in  oAmerica 

BROADWAY     \T     34, h     STREET 


Fig.  10. 


There  is  great  room  for  ingenuity  in  the  arranging  of  display- 
type  lines. 

Headings  may  be  centered,  or  they  may  be  kept  to  the  left 
side  of  the  advertisement.  Or  the  advertisement  may  start 
plainly  with  merely  an  initial  beginning  the  first  word,  or 
with  an  opening  paragraph  set  in  an  easily  read  type  and  the 
main  display  of  the  advertisement  arranged  for  the  center  of 
the  composition  or  a  position  slightly  above  the  actual  cen- 
ter. Sometimes  a  strong  display  can  be  carried  at  the  bottom. 
See  the  Girard  Cigar  advertisement,  Figure  15. 


ADVERTISING  DISPLAY  323 

Use  of  Display  Type  that  is  Too  Large. — The  eye  at  the 

ordinary  reading  range  is  focused  to  take  in  display  type  of 
moderate  size  better  than  that  of  very  large  size.  Therefore, 
it  is  a  waste  of  space  to  use  60-point  or  72-point  sizes  when 
36-point  or  48-point  answers  the  purpose  better. 


Thank  you  very  much  but 
we  are  forced  to  decline 
the  printing  of  periodical 
publications 

In  all  but  the  specialty  shops 
these  mean 
weekly  or  monthly 
rush  periods  that  are 
detrimental  to  that 
personal  service  we  give  you 
on  your  jobs. 

Let  us  advise  you  on  this  and 
other   printing   problems. 

Fleming  &  Reaveiy,  Inc. 

PRINTING  of  the  BETTER   SO'RT 

344  West  38th  Street.  I^ew  York 

INTELLIGENT    Telephone 
Service  -    Call    Fitz  Roy   38S 


Fig.  11. 

Small  Black-Faced  Type. — Small  black-faced  type  fulfils 
an  important  place  in  display  in  giving  moderate  prominence 
to  subheads  and  thus  indexing  the  important  details  or  features 
of  a  large  advertisement.  A  single  paragraph  set  in  black- 
faced  type  will  give  emphasis.  If,  however,  a  number  of 
paragraphs  are  set  in  this  way,  the  emphasis  is  lost  because 
contrast  vanishes. 

Sometimes,  however,  an  advertisement  consisting  of  a  small 


324 


THE  ADVERTISING  HANDBOOK 


Fig.  12. — Distinctive  border  arrangements.  The  Martin  &  Martin  bor- 
der is  entirely  too  fancy  for  the  subject  and  the  Peck  &  Peck  example 
wastes  space.     There  seems  no  reason  for  four  displays  of  a  firm  name. 


ADVERTISING  DISPLAY 


325 


By  The  Amberg  Plan 

W^^'^^f^accu^d  wh«,  you  have  .o 

S'or'^^.rSr.a^'  -«  'o^'ca.  Place  u. 

^  baskets  alS  s.S^'flJL'l^  '<^  «^" 
cause  of  'losf  record         **"  ""^  commonest 

and  the  basis  of  the  A^S^.j^'*^  discovSy 
benefit  from  hklf  8  c^r^!./!^":  ^ou  ca^ 
«^e  in  over  75.00^^^^^?  expert- 

—     ■  ^'ctroit     Pittsburgh 


W.yBelo«P«V»ta« 


M«i»aTf«^« 


Q'T.SO 


riM.  *« 


Its 


.^,e^_lSS» 


M»kw 


*     ■       .  Charles  and  Fayette  , 
Baltimore,  V-nano 


^CaWnCooJidg-el 


f 


"°"^^'^"'iS--^ 


WOTEL  PENNSYLVANIA 


j&hiniijiOctttn-S'*- 


^*^r^AN  THE  ; 
VJ  returning  ! 
soldier  who  goes  I 
back  to  the  tend  : 
make  it  pay?"  : 
This  question  i$  ! 
discussed  by  Fred-  I 
erio  C  Howe  in  •' 
this  week's  issue  I 

of  : 

The  Nation  • 


FlQ.  X3. — Five  very  distinctive  border  treatments. 


326 


THE  ADVERTISING  HANDBOOK 


Where  Shall  I 
Send  My  Chad 
to  School? 


That  question  WQ  *e  an- 
Bwered  ^olckly  and  satla- 
factorily  by  csnsuIUnit  th« 
Educational  Bureau  at 
Ledger  Central.  Here,  with, 
out  fuss  or  bothei-,  you  may 
obUin  complete  and  reliable 
information  of  any  t»oard- 
ing  school  for  boys  or  girls, 
military  academy,  business 
college,  conservatory  >  of 
music,  college  or  university: 
Our  intimate  knowledge  of 
the  advantages  of  the  va- 
rious insUtutions  will  en- 
able' you,  to  make  a  wIm 
choice. 

This  '  Service  is  -free  and 
ovaUablc  to  every  one- 
cvciywbcre. 


Ledger  Central 

CHESTNUT  at  BROAD 

•Walnut  3000 


Maio  2000 


Busine.,  World 

C<>cuWB-6.  "'-'    / 

A-B.LeacIiACo.,/Bc; 

.»°—      "..c.„      B^.^  •* 


Fig.   14. — Simple  border  arrangements  that  stand  out. 


IGo^ers' 


^«'  \l\ 


iGirard  Ci^ar 

'    Never  ^ets  on  your  nerves 


.'»— ^t-X 


live  your  file  clerk 
Icovirse  in  filing 

underlie  ail  fiUne  systems    W 


Fig.  15. — Three  excellent  examples  of  good  display, 
stands  out  unusually  well. 


The  "Golfer's"  example 


ADVERTISING  DISPLAY  327 

aimount  of  copy  may  be  set  altogether  in  black-faced  type 
with  a  good  ''poster  effect." 

The  Saks  advertisement,  Figure  10,  is  a  very  good  example  of 
this  style  of  display.  This  composition  will  repay  studying. 
The  balance  of  the  border  with  the  heavy  name  SAKS,  the 
underscoring,  the  italic  and  the  simplicity  of  the  layout  as  a 
whole  make  the  advertisement  stand  out  among  a  mass  of 
ordinary  displays.  It  is  unfortunate,  in  view  of  all  of  this, 
that  the  advertiser  in  his  copj^  really  casts  reflection  on  his 
own  seUing  methods. 

Use  of  Italic  T3rpe. — Italic  type,  while  not  as  readable,  as  a 
rule,  as  the  upright  faces,  when  used  in  moderation,  will  often 
afford  desirable  contrast  as  well  as  a  relief  from  the  usual  text 
style.  A  heading  set  in  a  pleasing  italic  display  letter  is 
occasionally  a  graceful  beginning.  A  paragraph  of  italic 
extending  beyond  a  depth  of  three  or  four  lines  becomes 
monotonous  and  difficult  to  read.  A  single  line  or  a  single 
word  in  italic  stands  out. 

Underscoring. — Underscoring,  like  italicizing,  may  prove 
effective  if  it  is  not  carried  to  excess.  Occasionally  an 
underscore  under  a  display  line  will  strengthen  the  display. 
Figure  11  is  an  example  of  over-use  of  underscoring  that  reduces 
the  entire  composition  to  the  level  of  the  commonplace  and 
puts  the  printing  firm  in  the  position  of  effectively  advertising 
that  it  does  not  know  the  value  of  simpHcity.  Had  the  under- 
scoring been  used  only  under  ''Thank  you"  the  underscored 
portion  would  have  been  in  contrast  with  the  remainder. 
There  is  something  wrong  with  the  displayed  portions  of  an 
advertisement  when  both  top  and  bottom  have  to  be 
underscored. 

Use  of  Borders. — Cast  borders  are  available  in  great 
variety,  and  the  border  treatment  of  an  advertisement  has 
much  to  do  with  its  general  effectiveness.  Much  national 
advertising  and  some  local  advertising  is  set  up  with  drawn 
borders  designed  with  the  idea  of  providing  something 
especially  appropriate  for  the  advertised  subject.  This, 
of  course,  means  added  expense.  Unfortunately,  most 
drawn  borders  are  rather  fancy  designs  with  no  special  appro- 
priateness or  distinctiveness.     Such  represent  merely  extra 


328  THE  ADVERTISING  HANDBOOK 

cost  to  the  advertiser  with  no  corresponding  advantage. 
It  is  certainly  not  enough  that  only  the  artist  and  the  adver- 
tiser shall  admire  what  was  produced.  Unless  something  can 
be  prepared  that  is  distinctly  better  than  the  borders  the 
printer  can  use,  the  advertiser  does  well  to  save  his  money. 


boiled'doxvn 

experience 

Jiist  for  curiosity  SYSTEM'S  editors 
counted  the  number  of  business  men 
who  had  contributed  articles,  items, 
details  and  facts  to  a  recent  issue  of 
the  magazine      There  were  4,50?! 

Among  the  4,507  were  merchants, 
sales  managers,  department  chiefs, 
wholesalers,  railroad  heads,  exporters, 
purchasing  agents,  presidents,  vice- 
presidents,  treasurers,  advertising  spec- 
ialists, lawyers,  accountants  and  others. 


AdvertUemenls  trt  SYSTEM 
benefit  from  its  atmoaphert 
of  accuracy 


Fig.  16. — An  example  of  white-space  treatment,  with  simple  border 
arrangement  and  text  inserted  in  a  plain  setting  without  a  single  interior 
rule  or  ornament  to  distract  attention.  Observe  that  the  measure  of  the 
body  matter  is  slightly  narrower  than  the  full  width  of  the  space. 

The  heading  was  set  without  capitals  for  the  sake  of  distinction,  and  the 
desired  distinction  is  gained.  Such  simple  effects  always  stand  out  strongly, 
but  they  are  difficult  to  secure  from  layout-men  and  printers. 

There  is  one  point,  however,  in  favor  of  the  drawn  border  and 
that  is  that  it  is  fairly  sure  to  appear  in  the  pubhcation  prop- 
erly joined  to  the  remainder  of  the  advertisement,  whereas  set 
borders  are  frequently  ill-fitting  at  the  corners  or  will  pos- 
sibly show  where  they  are  pieced  together  to  make  up  proper 
lengths. 

Arrangement  of  Borders. — The  border  of  an  advertisement 
can  be  arranged  in  the  following  ways : 


ADVERTISING  DISPLAY 


329 


Come  to  Waterloo  and  See  Galloway 

You  are  Only  15  Minutes  Away 


VISIT  THE  CLUB 


INSPECT    OUR    SHOPS 


SEE   HOW  THIS    SUPER-TRACTOR   IS   MADE 


If  You  CanM  Come,  WRITE 


Wm.  Calloway  Co.,  Waterloo 


Fig.  17. — Layout  illustrating  how  displayed  lines  can  be  arranged  to  present 
quick  message  even  if  the  reader  does  not  read  the  intervening  text. 


When  You  Bid  for  a  Contract 


your  chances  for  securing  it  may  be  greatly  increased 
by  offering  the  bond  of  the  Amcricaix  Sufet^  Company 
of  New  York.  Its  great  financial  strength  arid  its  well- 
known  willingness  to  pay  claims  promptly  assure  the 
fulfillment  of  every  obligation  under  its  bond. 


AMERICAN  SURETY  COMPANY 


HOME  OFFICE,  100  BROADWAY.  HEW   YORK 


Fig.  18. — The  old-time  printer  whenever  he  had  a  little  blank  space 
filled  it  either  with  "rule  work"  or  else  some  meaningless  ornament.  The 
rule  work  around  the  main  text  of  this  advertisement  actually  detracts  from 
the  striking  simplicity  with  which  the  advertisement  begins  in  the  well 
displayed  headline.  The  announcement  would  be  decidedly  improved  by 
omitting  the  useless  rules  and  setting  the  body  matter  in  two  columns  so  as 
tp  fill  the  available  space  just  a  little  more. 


330  THE  ADVERTISING  HANDBOOK 

1.  Entirely  around  the  advertisement 

2.  Used  only  at  the  sides  and  bottom 

3.  Used  only  at  top  and  bottom 

4.  Used  only  at  sides 

5.  So  arranged  that  part  of  the  advertisement  is  inside  the 
border  and  part  outside. 

"Mum" 

(as  easy  to  use  as  to  say) 

takes  all  the  odor 
out  of  perspiration 

— and  keeps  skin  and  clothing  fresh 
and  sweet.  You  needn't  use  much 
— a  Uttle  lasts  all  day.  Everyone 
needs   it.      Harmless   and   stainless. 

25c — at  drug-  and  department-stores. 

"Mum"  is  a  trade  mark  registered  in  U.  S.  Patent  Office. 

"MUM"   MFG   CO    1106  Chestnut  St  Phila  Pa 

Fig.  19. — Another  advertisement  that  is  the  extreme  of  simplicity.  It 
stands  out  in  publications  much  more  distinctively  than  90  per  cent,  of 
the  advertisements  that  are  painstakingly  fixed  up  with  borders  or  other 
devices  that  are  supposed  to  aid  in  attracting  attention.  Of  bourse,  on  the 
other  hand,  if  all  advertisements  were  set  as  simply  as  the  Mpm  example, 
the  style  would  loose  its  effectiveness.  | 

J 

,i 

Any  one  of  these  arrangements  may  be  made  effective 
when  well  handled.  It  is  sometimes  said  that  the  only  purpose 
of  a  border  is  that  of  a  frame  for  the  advertisement,  but  so 
many  advertisements  appear  with  borders  set  entirely  around 
them  in  the  manner  of  frames  that  often  some  of  the  other 
methods  here  listed  afford  more  distinctiveness. 

Methods  Nos.  3  and  5  are  favorite  methods  with  advertisers- 
who  try  to  get  away  from  the  ordinary  arrangements.  No.  5 
is  particularly  full  of  possibiHties.  Borders  may  be  broken  or 
used  in  partial  border  arrangement  in  connection  with  illus- 


ADVERTISING  DISPLAY 


3ai 


trations  and  headlines  so  as  to  afford  exceedingly  effective 
displays. 

Some  advertising  men  make  it  a  practice  to  see  that 
borders  are  not  run  entirely  around  their  advertisements; 
they  prefer  to  have  the  illustration  placed  in  some  break  of 
the  border  with  a  headline,  signature  or  other  display  out- 
side of  the  border,  as  indicated  below. 


Illustration 


Headline  in  this 
Position 


Text  Here 


Value  of  Simplicity. — If  a  study  be  made  of  effective  displays, 
it  will  be  found  that  the  most  striking  are  simple  arrange- 


DISSTON 

SAWS    AND    TOOLS 

^m^   *THE  eiQAH  IRRESISTIBLE" 


Fig.  20. 


ments  rather  than  complexities  of  display  type,  border  treat- 
ment, paneling,  etc.  Remarkable  as  it  may  seem,  however, 
an  advertiser  and  a  printer  of  long  experience  are  required  to 
produce  simple  effects.     The  novice  and  the  man  of  moderate 


332 


THE  ADVERTISING  HANDBOOK 


experience  is  more  inclined  to  strive  to  accomplish  so  many 
things  in  his  displays  that  he  winds  up  with  a  hodge-podge 
effect  that  is  unattractive  to  the  eye. 

Often  the  safest  style  for  the  advertiser  is  just  a  striking 
headline,  plain  text  and  his  signature  set  in  severe  simplicity. 

Figure  16  is  a  fine  example  of  simple  display. 

The  So-called  Poster  Style  of  Display.— The  'poster  style" 
of  display  is  designed  with  the  idea  of  having  the  main  features 


Go^p      Ldrge 
^~^  Cake 


individudl 
Cdrton 


5'^ 


for  toilet 
dnd  bdth 


EdsilydndthoiDoglily  , 
removes  obstinate  dirt,  stains, 
grease  dnd  grime. 

Leaves  a  feeling  of 
thorough  lefneshing  cleanliness. 

Jold  by  dealers  everywhere  # 


Fig.  21. — This  advertisement  is  entirely  hand-lettered  but  is  much  less 
readable  and  effective  than  it  would  have  been  had  only  the  lines  above 
and  below  the  illustration  been  lettered.  There  is  never  any  excuse  for 
hand-lettering  lines  that  can  be  easily  set  in  type  and  that  will  be  more 
legible  when  set  that  way. 


of  the  advertisement  appeal  even  to  the  hasty  reader.  There- 
fore, a  headline,  or  possibly  a  central  display  of  the  name  of  the 
article  and  maybe  a  signature  are  so  arranged  that  they  convey 
a  brief  message  in  themselves  even  if  none  of  the  smaller 
type  matter  is  read.  Sometimes  a  number  of  phrases  or 
feature  sentences  are  used  in  such  a  way  that  they  summarize 
the  message.  Figure  17,  which  is  a  reproduction  of  a  poster 
layout,  illustrates  the  idea.     There  is  much  to  be  said  for 


ADVERTISING  DISPLAY  333 

this  style  of  display,  for  while  it  is  effective  with  the  hasty 
reader  the  smaller  details  are  there  also  for  the  reader  who  has 
unusual  interest  in  the  message. 

Panels. — In  a  large  advertisement  panelling  will  relieve  the 
monotony  of  a  great  deal  of  text  type  of  the  same  style  and 
give  prominence  to  some  special  item.  Consequently,  large 
stores  make  a  great  deal  of  use  of  panels.     National  advertisers 

ho  mcM  fezo 


Fig.  22. — There  is  so  much  of  ordinary  type  display  in  the  newspapers  and 
magazines  that  often  a  simple  lettered  message  of  this  kind  may  be  several 
times  as  distinctive  as  a  type  message  would  be.  This  is  one  of  a  series 
issued  by  the  Kansas  City  Chamber  of  Commerce. 

make  use  of  panels  to  call  attention  to  special  offers,  to  make 
coupons  distinctive,  etc. 

The  Drawn  Letter. — Though  advertisers  have  a  wealth  of 
printer's  type  from  which  to  select,  the  drawn  letter  is  some- 
times well  worth  while.  The  exhibit  in  Figure  20  indicates 
some  of  the  possibilities  that  cannot  be  had  with  set  type. 

On  the  other  hand,  one  may  pick  up  a  magazine  and  see 
dozens  of  hand-lettered  headlines  or  other  lettered  lines  that 
are  far  inferior  in  display  value  and  readableness  to  a  good 
type  selection,  to  say  nothing  of  the  artist's  and  engraver's 
time  that  they  represent.  There  is  more  excuse  for  the  hand- 
lettered  name  of  an  advertised  product  than  for  the  hand- 


334 


THE  ADVERTISING  HANDBOOK 


lettered  headline,  for,  because  of  trade-mark  protection,  it  is 
desirable  to  have  the  name  of  a  product  represented  in  a 
distinctive  manner.  It  is  often  true  that  hand-lettering  will 
enable  the  designer  of  an  advertisement  to  make  lettering 


NONE  SUCH 

MINCE  Mixr 


Broadvay  at39s»  Street 


STORE  OPEN  9  A.  M.  to  5  P.  M. 


^^^  ^  J,>url..iith  BUM  ««tt  O  nr*  *'«• 


in  the  Knabe,  Haines  Bros,  and  Franklin  Piano 


1   IN  FINANCIAL 

1 .8'£3£i, 

ITIfflHI 

— 

SlI 

TRUST 
COMPANY 

IN  HARLEM 
125*  St6 
LanoxAve. 

IN  THE  BRONX 
t48*St» 
Third  AvtL 

Member  of  Federal  Reserve  System 


Oppenheim,  (Sllins  &  € 


.npTH  AVENUE 


Fig.  23. 


fit  a  certain  space  more  appropriately  than  set  type  would. 

This,  however,  may  sometimes  be  less  desirable  than  legibiUty. 

Drawn  Signatures  and  Name  Displays. — The  exhibit  in 

Figure  23  will  give  an  idea  of  the  variety  possible  in  drawn 


ADVERTISING  DISPLAY  335 

signatures  and  other  name  displays.  Where  an  advertiser's 
announcements  are  appearing  constantly,  there  is  much  to  be 
said  in  favor  of  a  distinctive  signature  that  in  time  will  be 
impressed  on  the  public  and  have  added  value  when  it  is 
observed  on  packages,  delivery  wagons,  etc.  It  is  worth  while 
spending  a  reasonable  amount  and  getting  distinctive 
lettering.  Many  retail  merchants'  drawn  signatures  are 
altogether  too  fancy  and  take  up  too  much  room.     It  is  said 


Never  before  in  the  history 
of  the  world  has  there  been 
such  a  whale  of  a  market 
among  all  farm  folks  as  there 
is  today.  It  is  a  permanent 
market,  for  the  farmer  will  stay 
prosperous  and  his  purchasing 
power  will  steadily  increase. 


Fig.  24. — Circle  borders,  whole  or  a  partial,  are  departures  from  the  con- 
ventional rectangular  arrangement  and  usually  make  advertisements  stand 
out.  This  striking  display  catches  the  eye  better  than  many  advertisements 
four  times  as  large. 

that  one  advertising  man  saved  a  year's  salary  by  demonstra- 
ting how  superfluous  features  could  be  dropped  from  a  well 
known  advertiser's  signature. 

Display  of  Signatures. — Whether  an  advertiser's  signature 
should  appear  at  the  top  of  his  announcements  or  at  the 
bottom  is  a  mooted  question.  The  answer  depends  on  the 
advertiser.  If  his  name  has  such  strong  advertising  value  that 
it  would  probably  attract  more  readers  than  a  striking  head- 
line, then  there  is  a  good  reason  for  carrying  it  in  a  top  position. 
Otherwise,  the  better  place  is  at  the  bottom  of  the  advertise- 
ment, because  a  name  display  at  the  top  of  the  announcement 
makes    it   more    difficult    for    a    headhne    to    stand    out. 

The  local  advertiser  is  inclined  to  use  a  large  signature, 
because   he   wants   to   continually   impress  his  name.     The 


336 


THE  ADVERTISING  HANDBOOK 


national  advertiser,  as  a  rule,  has  not  the  same  need  for  a 
large  signature.  If  the  reader  is  caught  by  the  message  he 
will  see  a  comparatively  small  signature  in  case  he  has  any 
occasion  to  address  the  advertiser.  The  national  advertiser 
has  more  occasion,  as  a  rule,  to  give  the  principal  prominence 


WINCHESTER^ 
Repeating  Arms  Co. 

NEW  HAVEN,  CONN. 

One  of  32  buildings  built 
by  Aberthaw  for  the 
above  firm.  Most  of  the 
vs^ork  was  done  under 
the  emergency  condi- 
tions existing  connected 
with  munitions  work. 
73uU/  by 

ABERTHAW 

.CONSTRUCTION  CO. 


Fig.  25. — The  oval  form  border  is  usually  attractive.  This  advertise- 
ment is  a  remarkably  fine  example  of  how  a  little  space,  well  handled,  can 
be  made  to  stand  out.     The  balance  of  the  various  units  is  fine. 

to  the  name  of  the  product.  In  his  case  he  has  a  product  or 
small  line  of  products  to  impress,  where  the  retailer  has  a 
store  and  a  large  variety  of  merchandise  to  exploit  and  would 
prefer  to  give  more  prominence  to  the  name  and  perhaps  the 
place  of  his  business. 

Odd  Shapes  of  Display. — Many  odd  shapes  or  borders 
give  printers  trouble,  and  yet  such  shapes  as  the  circle,  the 


ADVERTISING  DISPLAY 


337 


oval,  the  hexagon,  the  diamond,  etc.  stand  out  strongly 
among  the  mass  of  rectangular  advertisements.  Where  such 
odd  shapes  are  to  be  used,  the  practical  plan  is  to  have  the 
arrangement  drawn  and  plated  and  to  have  a  mortise  made  with 
straight  sides  or  at  least  right-angled  corners.  If  the  edges  of 
the  mortise  are  curved  or  at  sharp  angles,  printers  will  have 
difficulty  in  getting  type  that  is  set  in  the  mortise,  to  stand  on 
its  feet. 


Nature  Helps  Air 
''Who  Help  Themselves 

and  the  best  help  comes  from  Beecbam's  PiUi. 

Who  can  do  full  duty  in  this  world  if  hami)ered 

by  ill  health?  The  failures  are  those  whose  amW- 

tion  or  power  towork  has  been  destroyed  by  sick- 

neaa.  Take  a  proper  pride  in  your  physieal  wel- 

fare,and  yoa  will  b«  a  saceesa.    Tlie  race  is  to 

the  swift,  the  prize  to  the  able.    Any  derange- 

ment  of  stomach  or  liver,    interferes  with 

your  wen  beine  and  happiness  and  taaka 


'The 


inAe 
WoHd' 


yoor  day's  work  distagteful. 

Take 

Beecham's 
Pills 

-when  yoQ  feel  oat-of-sorts.  They  make  tf  the  fflffaraiee. 
They  desnse  the  blood,  tone  the  system,  strenstheii 
the  stomach,  stimulate  the  liver,  and  change  the  fear 
of  faihire  into  the  certainty  of  soceess.  For  seventy 
years  Beecham's  Hlls  have  been  the  favorite  remedy 
for  all  asorders  of  the  digestive  organs.  They  are 
good  not  only  where  a  specific  remedy  is  required, 
bat  are  also  an  excellent  tonic  for  the  general 
health.  Get  a  box  at  once  and  keep  them  on 
band.  Ttj  them  when  yoa  feel  oat  of  sorts 

And  Give  Nature 
a  Chance 


MAU 
DntggistB 
10e,2Sc 


Fig.  26. — The  letter  B  suggests  Beecham,  so  this  advertiser  uses  a  large  B 
as  a  border.  The  entire  effect  is  distinctive,  and  the  poster  effect  is  carried 
out  in  the  displayed  lines.     The  Beecham  advertisements  are  uniformly  good. 


The  Use  of  Capitals  as  Text. — ^As  a  novelty,  an  advertise- 
ment in  all  capitals  may  stand  out  in  distinction  to  other 
advertisements,  and  capitals  are  often  useful  in  giving  an 
advertisement  a  dignified  or  classical  appearance.  The 
Wilham  Fox  example.  Figure  27,  is  in  strong  contrast  to  most  of 
the  theatrical  advertising,  and  it  drew  widespread  attention. 
The  Tait  Engineering  advertisement.  Figure  28,  carries  dignity. 
The  hand-drawn  border,  the  ornament  and  the  other  elements 

22 


338 


THE  ADVERTISING  HANDBOOK 


TO-DAY 

By  WILLIAM  FOX 


I  ilEMEMBER  HOW,  MANY  YEARS  AGO,  AFTER' 1 
HAD  SEEN  DAVID  WARFIELD  IN  "THE  MUSIC 
MASTER,"  I  WANTED  MORE  THAN  ANYTHING 
ELSE  TO  MEET  HIM  PERSONALLY.  HE  WAS  THE 
PERSONIFICATION  OF  MY  IDEA  OF  A  WONDER- 
FULLY HUMAN  LOVABLE ,  CHARACTER.  AND  I 
MADE  IT  MY  BUSINESS  TO  ARRANGE  THROUGH  A 
MUTUAL  FRIEND  TO  MEET  MR.  WARFIELD.  TO 
THIS  DAY  I  HOLD  HIM  IN  HIGH  REVERENCE.  SO 
WHEN  MRS.  MARY  CARR,  WHO  PLAYS  THE 
•■MOTHER"  IN  "OVER  THE  HILL,"  TOLD  ME  SHE 
RECEIVES  HUNDREDS  OF  LETTERS  WEEKLY 
FROM  PEOPLE  WHO  HAVE  SEEN  "OVER  THE 
HILL,"  ALL  OF  WHOM  ARE  ANXIOUS  TO  MEET 
HER,  I  GRANTED  HER  THREE  DAYS'  LEAVE  OF 
ABSENCE  FROM  THE  STUDIO,  DELAYED  WORK 
ON  THE  TICTURE  MRS.'  CARR  IS  ENGAGED  ON, 
AND  HAVE  ARRANGED  FOR  MRS.  CARR  TO  BE 
PRESENT  IN  PERSON  :  THIS-  AFTERNOON  AND 
EVENING,  ALSO  TOMORROW  AND  WEDNESDAY 
AFTERNOON  AND  EVENING,  AT  THE  LYRIC  THE- 
ATRE TO  MEET  HE8  ADMIRERS  PERSONALLY.  _ 

MRS.  CARR  WILL  HOLD  DAILY  RECEPTIONS  DUR- 
ING THE  PERFORMANCE  AND  YOtT  WILL  BE  MORE 
ENDEARED  TO  HER  THAN  E'VER  AFTER  MEETING 
HER  IN  PERSON. 


Fig.  27. — While  all-capital  settings  are  not  usually  desirable,  this  proved  to 
be  a  distinctive  advertisement. 


Tait  Engineering  Co. 

STKUCTUR.AL    DESIGN 

STRAUS  BUILDING  CHICACO.IIL 


THE  SPECIAL  KEATURES  INVOLVED  IN  THE 
DESIGN  OF  THIS  BUILDING  ARE  DESCRIBED 
IN  THIS  ISSUE  IT  IS  ONE  OF  A  NUMBER 
OF  BUILDINGS  IN  "VHICH  V/E  HAVE  CO- 
OPERATED WITH  THESE  ARCHITECTS  IN  PRO- 
VIDING FOR.  MANUFACTURING   EFFICIENCY. 

OUR.  ENOmEEMNC  SER.VICE  INCLUDES 
THE  DESIGNING  OF  STRUCTURAL  STEEL  AND 
ALL  CLASSES    OF  CONCRETE  CONSTRUCTION 


Vt  AM  KSICMINC  AMD  < 


EHCIIIttM  UCLUSIVCIY- 


Fig.  28. — Classical  setting  that  would  be  slightly  improved  by  shifting  the 
ornament  to  the  bottom  margin. 


ADVERTISING  DISPLAY 


339 


are  in  good  harmony.  The  only  criticism  that  may  be  offered 
is  that  the  balance  would  be  more  pleasing  if  there  were  more 
white  space  at  the  bottom.  This  slight  fault  could  have 
been  remedied  by  placing  the  ornament  at  the  bottom  instead 
of  at  the  top. 

The  Finchley  advertisement,  on  the  other  hand,  Figure  29,  is 
a  permanent  style  for  a  frequently  inserted  advertisement. 
The  italic  capitals  are  far  from  readable,  and 
while  undoubtedly  the  Finchley  advertise- 
ments are  of  a  ''different"  appearance,  there 
is  so  much  against  them  from  the  viewpoint 
of  easy  reading  that  the  style  is  not  one  to 
be  commended. 

"Spreads"  and  Inserts. — Advertisers 
seeking  to  make  a  strong  impression,  are 
inclined  to  use  what  is  known  as  the  2-page 
spread,  an  advertisement  so  arranged  that 
the  left  page  and  the  right  page  appear  as 
a  unit.  The  best  position  for  the  2-page 
spread  is  in  the  center  of  a  magazine  where 
the  margin  between  the  two  pages  can  be 
utiHzed  and  where  the  magazine  is  more 
likely  to  lie  flat  and  to  invite  reading. 

Two-page  advertisements  afford  fertile 
field  for  the  designer,  for  very  distinctive 
effects  are  possible.  Illustrations  can  be 
extended  from  one  page  to  another  even 
when  the  white  margin  intervenes.  Figure 
30  is  a  good  example  of  a  2-page  spread. 

It  must  be  said,  in  criticism  of  2-page 
spreads,  however,  that  many  of  them  are, 
in  truth,  ''spreads" — a  copy  idea  of  one-page  or  half -page  value 
merely  spread  to  two  pages  in  order  to  gain  extra  prominence. 
The  advertiser  who  buys  two  pages  of  space  should  have  a 
particularly  strong  idea  to  present. 

The  4:-page  insert  or  color  section  calls  for  harmonious  treat- 
ment so  that  the  typography,  border,  etc.  will  lead  the  reader 
from  the  first  page  to  the  last. 

Backgrounds. — It  is  easily  possible  to  make  an  advertise- 


T//£  CLOTHES  FOR 
TOWN  AND  COUNTRY 
USAGE  WHICH  HAVE 
BEEN  EXECUTED 
UNDER  THE  DIRECTION 
OF  FINCHLEY  ARE 
THOROUGHLY  PRAC- 
TICAL AND  PLEAS- 
ANTLY CORRECT 
SEVERAL  MODELS, 
WHICH  ARE  MARKED 
BY  THE  EASY  LINES 
CONSIDERED  MOST 
DESIRABLE  BY  WELL 
TAILORED  FVCLISH- 
MEN,  HAVE  GAINED 
MATERIALLY  THROUGH 
THEIR  DEVELOPMENT 
AT  FASHION  PARK 
NOW  PRESENTED  IN 
DOMESTIC  FABRICS  OF 
SPECIAL  WEAVING, 
AND  IN  TWEEDS  OF 
SCOTCH  PRODUCTION 
TO  BE  HAD  WITHOUT 
THE  ANNOYANCE  OF 
A  TRY-ON 

JttAor-ro^i/r-OM 

TA/toMio  *r  rAwiOH  eAiue 

tUTOlU 


IFBM3IHIIUW 


Fig.  29. 


340 


THE  ADVERTISING  HANDBOOK 


The  Kingdom  of  the  Tire 

THERE  is  genuiiie  romance 
in  the  advertising  of  rubber 
rolling  stock.  So  many  excel- 
lent tires  have  been  placed  up- 
on the  market  that  competition 
is  particularly  keen. 

It  has  proven  difficult  to  make 
this  advertising  pictorially  dis- 
tinctive. A  tire  is  a  tire  and 
they  all  look  very  much  the 
same. 

It  is  the  aim  6f  this  organiza- 
tion, throughout  the  coming 
year  to  produce  the  most  effec- 
tive, unusual  and  businesslike 
tire  illustrations  identified  with 
the  industry.  It  is  really  an  in- 
spiring field. 

ETHRIDGE 


Association  of  Artists 

NEW  YORK  OFFICE 
25  East  26th  Street 

DETROIT  OFFICE,  1207  Kresge  Building 


Fig.  30A. 
FiQ.   30. — An  excellent  example  of  a  2-page  spread.     Observe  how  the 
enters  into  the  layout.     The  effect  is  attention-compelling.     This  example 


ADVERTISING  DISPLAY 


341 


Fig.  sob. 
illustration  of  the  tire  is  carried  out  despite  the  fact  that  a  blank  margin 
also  shows  the  possibilities  of  partial  illustration. 


342 


THE  ADVERTISING  HANDBOOK 


ment  stand  out  distinctly  through  the  use  of  a  special 
background.  If,  however,  this  is  too  heavy  or  is  simply  a 
neutral  half-tone  effect,  very  likely  nothing  will  be  gained 
but    a    bit    of    special    expense.     Figure    31    is    effective. 

If  the  advertiser  can  afford  color,  the  delicate  colors  such  as 
light  buff,  green,  and  blue,  will  give  a  pleasing  background  for 
type,  will  really  improve  its  readableness  and  also  give  the 
entire  composition  distinction. 


||||||lllllllllllipilllllllllllllllllillllllll|l||l|l!W^ 

;nly  forty-ninq 

||l|iewspapers  of; 
l0,000  in  the  U.  S. 
publish  art  grav- 
pre  supplements,! 

irhere's  but  onq| 
in  Brooklyn— the| 
ll^tandard  UnionJ 


pnd  not  a  cob-webj 

|j|)n  any  one  oi  tn^j 
liorty-nine.  ,:i;i 


Fig.  31. — This  is  the  plainest  sort  of  setting  against  a  lined  background 
but  it  stands  out  in  refreshing  contrast  to  the  mass  of  ordinary  publishers' 
advertising. 

Coupons. — No  better  example  could  be  cited  of  the  ingenuity 
of  the  American  advertiser  than  his  variety  in  the  arrangement 
of  the  coupon.  The  coupon  being  a  wonderful  increaser  of 
inquirers  for  the  advertiser  who  seeks  to  draw  a  direct  response, 
it  is  but  natural  that  designers  give  much  attention  to  getting 
the  most  effective  arrangement  for  the  coupon  with  the  least 
possible  amount  of  space. 

The  exhibit  on  page  343  indicates  more  than  a  great  deal  of 
general   description  could.     The   coupon  is  more  frequently 


ADVERTISING  DISPLAY 


343 


J  4 -^ 

jMi 

|[                        FREE  BOOK  COIPON 

1 

"^ 

^'     ^■'«^2!^^l"mia,J^l'X'>'^K'"'-- 

i 

1 

1 
1 
1 

, ..  __,..,.„-^.... .-.- .  -^ .., .  ....  ___.  ..^ — 

_______  ___^__ __-_._-__._  _^ 

Fig.    32. 


344 


THE  ADVERTISING  HANDBOOK 


'SXP^ 


iQn 


4 


""The  Utmost  in  QgQrettGS" 

Plain  End  or  CorKTip 
People  of  cultuterefinement  and 
educQiion  invariably  PREFER 
Deities  to  any  other  cigarette 

Twenty  Five  Cents 

MiUjlJg^ and Cgyi,tion  a<ian(UsUiUxWorlo 


EqypiiQn 

'      4  li  ^ 


"nhe  Utmost  in  CigorGtfjes" 

Plain  End  or  Cork  Tip 

People  Of  culturciefinement  and 
education  invariably  PREFER 
Deities  to  any  otlier  cigarette 


^^Gt.  M 


Twenty  Five  Cents 

.^,>.„/  '**^»*  '^"^  Hiqhtil  erode  %rhsh 
iffOi  and  £gy(Ulan  OforHUi  m  Ux  World 


B 

Fig.  33. — ^^Two  forms  of  treatment  for  the  same  text.  The  oval  is  an 
attractive  shape  from  the  display  point  of  view,  but  there  is  a  bareness  about 
A  that  is  not  pleasing.  The  entire  efifect  is  much  strengthened  by  the  lined 
background  shown  in  B,  which  throws  the  text  out  in  relief.  This  is  another 
example  of  the  value  of  contrast. 


ADVERTISING  DISPLAY 


345 


laid  out  so  that  it  appears  on  the  outside  corner  of  the  page  on 
which  it  appears,  thus  making  it  easy  for  the  reader  to  tear 
it  off  and  to  use  the  blank  margin  as  writing  space.  But  a 
coupon  may  be  at  the  end  of  a  small  single-column  advertise- 
ment that  does  not  appear  next  to  the  outer  margin  of  the  page. 

Balance. — Type  designers  have  much  to  say  about  the 
desirability  of  preserving  the  balance  of  a  composition.  Here 
are  the  fundamental  principles  to  be  kept  in  mind. 

The  weight  of  display  should  be  above  the  center  of  an 
advertisement  rather  than  below  it. 


Smoky 
;  Fireplaces 


Made  to 
Draw 


No  payment  accepted  anieu 
aueceufal. 

Also  expert  services  on 
general  chimney  work. 

FREDERIC  N.  WHITIXY 

£natnmmr  and  Contractor 

211  Fulton  Street.  Brooklyn.  N.  Y. 


% 


i»B' >«W1H  \ 


Kansas 


Co.,  Uwrenco.  i 


Fig.  34. — Effective  use  of  1-inch  spaces. 


An  advertisement  does  not  seem  unagreeable  if  it  is  top- 
heavy  but  a  bottom-heavy  advertisement  4ooks  crude. 

If  strong  display  units  must  be  placed  on  the  left  side,  try  to 
arrange  for  a  balancing  display  to  be  somewhere  on  the  right 
side,  though  it  may  be  below  the  other  display. 

Strong  units  of  display,  such  as  large  display  type,  dark 
illustrations,  etc.  require  larger  areas  of  text  type  to  balance 
them. 

"The 'golden  oblong,'  generally  considered  the  most  pleasing 
of  all  rectangular  forms,  is  of  such  proportions  that  the  ratio 
of  the  short  side  to  the  long  side  is  equal  to  the  ratio  of  the  long 
side  to  the  sum  of  the  two  sides.  This  proportion  is  approxi- 
mately 1  to  1.6. 

"The  rectangle  having  the  proportions  of  1  to  2  is  also 
effective  and  is  widely  used. 


346 


THE  ADVERTISING  HANDBOOK 


''The  most  pleasing  oval  conforms  to  the  proportions  of  the 
golden  oblong. 

''The  best  positions  for  display  features  are,  in  the  order  of 
their  preference;  (a)  the  optical  center;  (b)  a  point  about 
two-fifths  of  the  page's  height  from  the  top;  (c)  a  point  about 
two-fifths  of  the  page's  height  from  the  bottom;  (d)  a  point 
very  close  to  the  top;  (e)  a  point  very  close  to  the  bottom." 


John  David 
Quick-Look 
Price  List 

Undtrwear  tNainsookj 
consisting  of  Coat  -  Style 
Shirt  and  Drawers-To-The- 
Knee;  no  advance  in  price, 
due  to  foresight  in  buying; 
per  garment,  50c. 


Shirtt  (Madras)  with 
Soft  Collars  to  match;  white 
grounds  with  hairline  stripes 
of  black%  blue,  green,  piok, 
heho,  $2.50. 


Hosiery  (Heather  Mix- 
tires)  made,  by  the  well- 
known  Phoenix  Silk  Milk; 
colors  to  match  any  color 
suit,  65c. 


Tyt^U  .  (Four-In-Hands) 
a  new  John  David  Scarf 
folded  to  just  the  right, 
width  for  quick-and-casy 
knotting,  $1. 


Clovet  ^Gray  Silk)  with 
Self  or  Black  Silk-Embroid- 
ered Backs;  same  quality  at 
the  old  price,  $1. 


''Enny  weather" 
The  Fizz  of  Style 
Served  Extra-Dry 

r)ANG  UP  Top- 
/"S  ^°^^'^  "for  this 
mercurial  month, 
which  seesaws  between 
shine  and  sprinkle 
They  make  a  heyday  of 
a  clear  day;  "April 
Fool"  of  a  downpour, 
and  give  Raincoats  the 
hook. 

Distinguished  good  looks 
Coupled  with  that  spruce  in- 
dolence which  characterizes 
the  true-to-type  Topcoat  of 
Londop's  West  End-$25 
to  $45. 

Every  Liberty  Bond  is  a 
thorn  in, the  crown  of  au- 
tocracy 

J°HND\VID 

SimBioaiSMAinGjOTHES 
Broadwv  at  02'^^treet 


Fig.  35. — It  is  sometimes  an  excellent  plan  to  adopt  two  columns  of  narrow 
measure  as  a  change  from  the  usual  full  measure  style  of  body  setting.  This 
John  David  advertisement  is  attractive  and  easily  read. 


While  a  knowledge  of  such  fundamental  principles  serves  a 
good  purpose,  after  all,  the  best  study  of  balance  is  found  in 
the  close  observations  of  advertisements  themselves.  The 
notes  under  the  examples  in  this  chapter  will  aid  in  understand- 
ing the  apphcation  not  only  of  the  principles  of  balance  but 
of  the  other  points  discussed. 


SECTION  14 
ADVERTISEMENT   ILLUSTRATION 

The  Value  of  Pictures. — A  few  classes  of  advertisements 
can  be  named  that  can  be  effective  without  illustration. 
Classified  advertisements  make  up  one  class.  Such  advertise- 
ments as  those  dealing  with  investments  form  another  class, 
though  this  should  be  qualified  with  the  remark  that  in  the 
advertising  of  Liberty  Bonds,  the  greatest  investment 
advertising  of  the  age,  illustrations  were  used  freely. 

Generally  speaking,  pictures  are  of  paramount  importance 
in  advertising.  Few  advertisements  can  be  effective  with 
pictures  alone,  but  the  picture  is  often  the  most  essential  part 
of  the  advertisement,  or  at  least  equal  with  the  text.  Pictures 
can  suggest  what  hundreds  of  words  of  text  would  be  required 
to  describe. 

Though  no  effort  has  been  made  in  the  other  sections  of  this 
volume  to  consider  illustration  specifically,  as  a  matter  of  fact 
the  use  of  illustrations  has  been  demonstrated  in  a  number 
of  chapters.  Illustration  is,  however,  so  vital  a  part  of 
advertising  that  some  special  consideration  in  a  separate 
chapter  is  warranted. 

The  Two  Functions  of  Illustration. — The  illustration  of  an 
advertisement  may  serve  two  purposes: 

1.  To  aid  in  drawing  the  attention  of  the  reader. 

2.  To  visualize  the  information  or  argument  of  the  adver- 
tiser. 

The  second  purpose  may  be  just  as  important  as  the  first, 
and  it  is  entirely  possible  in  many  cases  to  have  one  illustration 
serve  both  purposes. 

One  Illustration  or  Many. — From  a  mere  display  point  of 
view,  something  is  often  gained  by  having  just  one  striking 
illustration  on  which  the  attention  of  the  reader  may  be  con- 
centrated. On  the  other  hand,  there  are  many  occasions  when 
the  use  of  several  illustrations  is  desirable.     It  may  be  essen- 

347 


348 


THE  ADVERTISING  HANDBOOK 


tial  to  show  the  operation  of  a  machine  in  several  stages,  for 
example,  or  one  advertisement  may  deal  with  several  articles, 
each  of  which  requires  some  illustration.  When  several 
illustrations  are  to  be  used,  they  should  harmonize  with  each 


t;.:,; 

in  liKC, 

t..  '   kit. 

Aft.r.ih. 

t>:'y\r'i 

p.,xl,K<s 

...„,.„., 

.ikcof  Ju>>  S..,i 
.ims  romp,  it 


IVORY  SOAP 


99^;^  PURE 


Fig.   1. — Unusual  pictorial  value  in  simple  form. 

other.  It  they  are  of  such  different  character  or  technique 
that  they  clash,  something  in  effectiveness  is  lost.  This, 
however,  does  not  mean  that  they  should  be  of  the  same  tone, 
for  nowadays  many  advertisers  deliberately  plan  to  have 
illustrations  of  secondary  value  in  lighter  tones,  so  that  the 
main  illustration  will  stand  out  in  the  foot-lights,  as  it  were. 


ADVERTISEMENT  ILLUSTRATION 


349 


iilion    Mjii«yx)ure»lf8dfi- 


>ETNA-IZE 


Fig.  2. — The  ^tna  advertisement  visualizes  the  double-idea  theme  of  the 
copy  aptly.  The  old  carpenter  in  the  Disston  example  is  of  just  the  right 
type  for  this  appeal. 


350  THE  ADVERTISING  HANDBOOK 

The  use  of  several  illustrations  calls  for  more  care  in  the 
arrangement  of  the  layout  than  when  one  large  illustration  is 
used.  Ordinarily,  when  only  one  illustration  is  used,  it. finds 
its  proper  place  at  the  top  of  the  advertisement,  though  some- 
times it  may  be  arranged  as  the  bottom  display  with  a  balancing 
display  of  strong  headlines  at  the  top.  The  risk  in  putting  an 
attractive  illustration  at  the  bottom  of  an  advertisement,  how- 
ever, is  that  it  will  draw  the  eye  there  before  the  text  is  read, 
with  the  chance  that  the  eye  may  not  return  to  the  beginning 
of  the  advertisement  for  a  reading  of  the  text. 

Drawings  or  Photographs. — Both  drawings  and  photographs 
have  a  large  and  useful  place  in  the  illustrations  of  advertise- 
ments, and  it  is  ridiculous  to  attempt  giving  a  general  answer  to 
the  question  which  is  the  more  useful. 

Good  photographs  give  a  fidelity  to  life  that  is  difficult 
to  approach  with  drawings.  Drawings,  on  the  other  hand, 
enable  the  advertiser  to  arrange  settings  of  characters  or 
scenery  that  would  be  impossible  or  very  difficult  to  secure  by 
means  of  photography.  Very  often  a  combination  of  the  two 
is  the  best  form  of  advertising  illustration. 

It  is  not  easy  to  secure  either  fine  photographs  or  fine 
drawings.  Both  the  photographer  and  the  artist  may  bring  in 
too  many  non-essentials  or  fail  to  put  into  the  limelight  just 
the  view  or  the  situation  that  would  make  the  most  effective 
advertisement.  A  photographer,  for  example,  may  take  a 
commonplace  view  of  an  entire  shop  scene,  when  the  adver- 
tiser's purposes  would  be  better  served  by  a  '* close-up"  of  a 
workman  using  the  tool  or  the  material  to  be  advertised.  The 
artist  may  spend  hours  developing  secondary  details  that 
actually  cloud  the  advertiser's  principal  message  instead  of 
helping  to  make  it  clear. 

Photographic  Bases. — Many  of  the  best  illustrations  are 
drawn  with  a  photograph  as  a  starting  point  and  perhaps 
used  as  a  base.  It  is  easily  possible  to  take  some  very  essential 
feature  or  view  from  a  photograph  and  build  a  drawn  setting 
of  any  desired  type  around  this. 

Use  of  Models. — Professional  models  are  now  and  then  of 
real  assistance  to  advertisers,  but  there  is  always  some  chance 
that  they  will  fail  to  portray  the  typical  housekeeper  or  the 


ADVERTISEMENT  ILLUSTRATION 


351 


workman  that  the  advertiser  wishes  to  show.  Any  suggestion 
about  the  picture  that  the  characters  are  professional  actors 
or  models  is  likely  to  mar  the  advertiser's  message  unless  the 
abvertisement  franldy  scores  on  the  point  that  the  figure 
shown  is  a  well  known  character  using  the  goods  advertised. 
Well  known  actors  and  actresses  are  occasionally  shown,  and 
with  advantage,  in  connection  with  various  products.     The 


^Shovelsful  of 
(Q)   Coal  Saved 


,T^,  ^i  ^1  .-^  w-t  ^-f  ^1  ^i  ^>  w-1  WJi-gi.?l=T 


EachDav 


Minneapolis  Heat  Regulator  Co. 

2750  t  ourth  Av.  So.  Minneapolis.  Minn. 


a^s 


..^■r^,.  r^j^-'T! 


Fig.  3. — Though  the  headline  features  "  Shovelsful,"  the  pictures  are  needed 
to  impress  the  thought. 


picture  of  Mary  Pickford  using  the  Corona  typewriter  would 
probably  command  unusual  attention,  though  an  advertiser 
of  necklaces  found  that  showing  his  goods  on  the  persons 
of  famous  movie  stars  was  not  as  effective  as  showing  them 
on  the  persons  of  unknown  but  attractive  women.  In  the 
first  case  too  much  attention  was  diverted  to  the  actresses. 

Necessity  for  Fidelity  in  Drawings. — The  illustrator  not  only 
has  the  undertaking  of  making  his  pictures  attractive  but  he 


352 


THE  ADVERTISING  HANDBOOK 


also  has  the  job  of  making  them  true  to  life  or  as  true  to  life  as 
may  be  essential.  There  is  always  room  for  a  little  play  of  the 
imagination  in  illustration,  as  there  is  on  the  stage. 

But  the  advertiser  who  shows  the  housekeeper  using  the 
electric  iron  in  an  awkward  way,  or  the  one  who  shows  a 
workman  using  a  wrench  in  a  way  that  no  workman  ever 
uses  a  wrench  will  greatly  impair  the  usefulness  of  his  message. 


The  Kodak  Letter 


The  star  in  the  window  tells  the  story— their  soldier  is  "over  there." 
The  mominft  tetter  of  cheer  and  hope  has  been  written  and  with  It 
pictures  are  goin£,  simple  Kodak  pictures  of  their  own  taking  that  tell  the 
home  story,— pictures  that  will  bring  a  cheery  smile  to  his  face,  a  leap  of  joy 
to  his  heart,  that  will  keep  bright  the  fire  of  courage  in  his  soul  as  with  the 
home  image  fresh  in  mind  he  tattles  for  the  safety  of  that  home  and  for,  the 
honor  of  his  flag. 

EASTMAN  KODAK  CO.,  ROCHESTER.  N.  Y..  The  Kodak  City 


Fig.  4. — One  of  the  finely  illustrated  series  used  by  the  Eastman  Kodak 
Company.  Naturally,  interesting  photographic  scenes  are  used  to  drive 
home  the  pleasure  to  be  derived  from  the  use  of  the  kodak. 


Many  advertisements  have  proved  ridiculous  to  the  public 
to  which  they  were  addressed  because  of  some  fault  of  this 
kind.  On  the  other  hand,  it  is  frequently  the  case  that  an 
advertiser  will  insist  on  some  little  detail  of  a  drawing  that  is 
absolutely  non-essential,  and  have  this  detail  worked  out 
painstakingly,  as  if  the  drawing  were  a  photograph.  Much 
depends  on  the  subject.  Advertisements  of  such  products 
as   machinery   should  be  accurate,  because  they  go  to  a 


ADVERTISEMENT  ILLUSTRATION 


353 


technical  audience.     On  the  other  band,  in  a  popular  adver- 
tisement of  a  tractor  the  imagination  may  be  allowed  a  little 


^or  Motfiers 
1^ucjfi-and-Tum6letij  ^oy 

AFTER  his  strenuous  play,  his  hands  are  a  sight — , 
£\,  of  course!  And  as  for  his  head — well,  certainly 
one  far-sighted  way  to  keep  that  respectable  is  to  go 
after  it  in  a  business-like  fashion  with  "PACKER'S" 
every  little  while. 

As  for  boy — it  is  enough  for  him  that  he  likes  the 
out-pZ-door  smell  of  the  c.eamy,  pine-tar  lather.  He 
just  knows  his  PACKER  shampoo  leaves  his  head  feel- 
ing "bully-good."     He  lets  it  go  at  that. 

But  Mother,  who  has  a  habit  of  planning  ahead, 
merely  smiles  to  herself  as  she  kneads  that  pure  pine- 
tar  lather  into  the  boy's  scalp.  She  knows  that  these, 
.regular  interviews  with  PACKER'S  TAR  SOAP  mean 
healthy  and  attractive  hair.  And  Mother  is  rather 
'  partial  to  grown-up  boys  with  fine  heads  of  hair! 

Send  lo  cents  for  sample  half-cake. 


PACKER'S  LIQUID  TAR  SOAP,  drliiaidy  perfumed. 


THE  PACKER  MANUFACTURING  COAr"ANY 

Department    86A     8i    Fulton   Street,   New  York   City 


Fig.  5. — This  Packer's  soap  advertisement  commands  attention  because 
of  its  human  interest.  The  scene  is  a  familiar  one  and  arouses  reminiscences. 
It  is  not  easy  to  get  such  scenes,  but  they  can  be  posed.  The  setting  of  this 
advertisement  is  excellent.  The  rule  at  the  bottom  is  just  enough  to  hold 
the  entire  composition  together. 


play  and  perhaps  the  field  being  plowed  may  be  shown  more 
ideally  than  it  actually  is  in  practice. 


23 


354 


THE  ADVERTISING  HANDBOOK 


It  is  usually  best  to  give  the  artist  a  rough  idea  of  what 
is  wanted  but  he  should  have  liberty  to  develop  the  picture 
in  accordance  with  his  own  ideas  of  effectiveness.     In  many 


POWER  THAT  SERVES  SILENTLY 


Steady,  continuous,  resistless;  flexible — is  the  flow  of  power 
from  the  Apperson  eight<ylinder  motor  Those  -pioneer 
motor  car  builders  of  Kokoma  the  Apperson  Brothers,  com- 
bine in  its  makeup  advanced  engintering  practice  with  app^gved 
structural  method 

.So  the  Apperson  Eight  is  known  as  a  symbol  of  motive  power 
For  over  a  quarter  century  these  two  brothers  have  untir- 
ingly labored— improving;  developing — to  get  nuocimum  result 
vrith  minimum  ejfort  out  of  their  product  Eighty  parts  wer« 
eliminated  from  the  Eight  motof  m  this  process  of  evolution 
That  was  a  big  step 

Along  the  pathway  to  this  motor  perfection  we  6nd  progress 
marked  by  milestones  of  achievemept  Apperson 
brought  out  the  first  double  opposed  motor,  the  fira 
float  feed  carburetor,  the  first  car  with  electric  igni- 
tion, the  /irsi  side  door  car  and  the  fint  chummy 
roadster   body,   as  well   as   leading   in   manv   other 


major  firsts.  .ExcellenSe  of  motor  car  constnjction  has 
thu.'  been  typified  in  'the  Apperson  since  the-  early  days 
of  the  industry.  Stylish  dejign  with  aristocratic  appoint- 
moili  and  cushioned  com/on  satisfies,  while  the  rugged 
comiructioM  of  the  chassis  serve*  Beauty  is  found  here 
with  performance  as  well 

This  it  what  the  Apperson  wiU  do;  In  >o  seconds  gbde 
smoothly  from  I  to  40  miles  an  hour  on  high  In  4  seconds 
within  ^  yards  brake  from  4c  miles  ac  hour  to  a  dead  stop 
With  a  ijo-inch  wheelbase  turn  in  a  j8i4-foot  orcie  To 
you  this  means  master)  of  any  road  or  hiU.  control  io  city 
traffif  and  satis/actioji  as  tp  speed 

Know  these  things  by  personal  contact    Then  you 
will  realize  what   they  mean  to  Apperson  owners. 
Dme  an  Apperson  first — tJien  decidt 
APPERSON  BROS   AUTOMOBILE  COMPANY    KOKOMO   IND 
Export  Dtrl    Oi»  Hundral  Wea  F.(tv-S»v«h  Street  Nc»  York  Cm 


"The  Eight  With  Eighty  Less  Parts" 

APPERS  ON 

Dynamic  America  demands  results.  Apperson  produces  them 

Fig.  6. — This  Apperson  advertisement  is  of  the  classical  type  and  is  very- 
high-grade.  The  illustration  is  a  drawing  but  looks  as  if  it  might  be  sketched 
over  a  silver  print,  so  true  is  it  to  life.  The  object  of  the  Niagara  background 
is,  of  course,  to  suggest  power. 


cases  he  can  work  out  improvements  on  the  original  suggestion. 
If  any  photographs  or  other  views  are  available  that  will  be  of 
assistance  to  him,  he  should  have  these.  He  should  always, 
of  course,  know  the  size  of  the  finished  illustration,  the  medium 


ADVERTISEMENT  ILLUSTRATION 


355 


in  which  it  is  to  be  used,  whether  a  line  drawing,  a  crayon 
drawing,  or  a  wash  drawing  is  needed,  etc. 


Fig.  7. — Eight  drawn  illustrations  are  shown  with  fair  effectiveness  at  the 
top  of  this  advertisement.  Though  they  are  small,  the  treatment  is  such  that 
they  will  command  attention  from  women  readers.  Only  by  strong  contrast 
between  the  white  and  black  effects  could  so  many  subjects  have  been  handled 
•well  in  the  limited  space. 


The    Choice    of   an   Artist. — Different   artists   have    their 
specialties.     One  may  be  unusually  good  in  any  views  that 


356 


THE  ADVERTISING  HANDBOOK 


call  for  architectural  skill.  Another  may  be  particularly  skil- 
ful in  the  drawing  of  pictures  of  children.  Still  another  may 
be  a  remarkably  fine  letterer.  And  another  may  have  his 
specialty  in  the  drawing  of  mechanical  subjects,  machinery, 
industrial  operations,  etc.  In  a  large  art  organization,  the 
manager  aims,  of  course,  to  have  each  man  work  on  those 
assignments  in  which  he  is  likely  to  be  most  effective. 


'Qlty,  Gcon^c  fiaoo  the 

SMITH  BROTHERS  of  Pouihkeepsie 


FiQ.  8. — An  example  of  humorous  treatment  that  has  apparently  proved 

successful. 

Illustrations  of  Merchandise  in  Use. — Many  effective 
illustrations  show  only  the  merchandise  itself.  It  is  sometimes 
argued  that  illustrations  are  always  more  interesting  if  they 
show  the  use  or  service  of  the  merchandise.  This  is  not  neces- 
sarily true.  An  article  such  as  a  collar  or  a  cravat  may  very 
likely  be  shown  alone  to  better  advantage  than  on  the  wearer, 
for  it  is  small  and  the  face  or  figure  of  the  wearer  is  likely  to 
overshadow  the  illustration  of  the  article  itself, 


ADVERTISEMENT  ILLUSTRATION  357 

In  many  cases,  however,  a  decided  advantage  is  gained  by 
showing  the  article  in  use.  It  is  possible  in  this  way  to  bring 
out  some  of  its  features  or  to  show  the  pleasure  gained  by  the 
owner  or  user.  More  action  and  liveliness  is  possible,  and 
this  is  essential  in  various  classes  of  advertising.  Sometimes 
an  advertisement  may  do  both — show  in  one  illustration  a 
picture  of  the  merchandise  itself  in  large  size  and  in  another 
view  show  the  user  making  use  of  the  merchandise. 


W^.3 


Fig.  9. — From  a  photographic  base  and  unusually  effective.     Text  is  not 

shown. 

Women  and  Children  in  Illustrations. — Advertisers  make 
free  use  of  the  pictures  of  women  and  children  for  the  reason 
that  they  are  attractive  subjects  and  draw  general  attention. 
The  view  of  a  pretty  little  girl  operating  a  typewriter  is  sure  to 
draw  more  attention  to  the  machine  than  it  would  ordinarily 
receive,  though  this  should  not  be  construed  as  arguing  that  it 
would  be  good  advertising  in  every  case  to  introduce  the  figure 


358 


THE  ADVERTISING  HANDBOOK 


of  either  a  little  girl  or  an  attractive  grown  operator.  Adver- 
tisers of  foods,  furniture  and  household  equipment  make  free 
use  of  the  pictures  of  children  and  women. 

Imagination  in  Illustration. — Illustrations  make  a  powerful 
appeal  to  imagination.     A  good  example  is  found  in  that  adver- 


Buy  a 

Jersey  Bull!    ^ 

The  sire  is  half  the  herd.  He  largely  determines 
your  profits.  Get  the  best.  Read  the  ads  of  Jersey 
breeders  in  this  and  other  papers.  Write  for  prices, 
pedigrees,  etc.  Place  a  registered  Jersey  bull  at  the 
head  of  your  herd.  He'll  vastly  increase  its  produc- 
tion and  your  profits. 

A  postal  brings  "The  Jersey  Cow  in  America,"  a 
book  you  should  read.    Send  to-day. 

The  American  Jersey  Cattle  Club 

327  West  23rd  Street,   New  York  City 

Fig.  10. — By  showing  just  the  head  and  neck  of  the  Jersey  Bull,  the 
advertiser  has  a  most  impressive  illustration  in  a  small  space.  It  is  significant 
that  this  advertisement  consists  of  only  an  illustration,  displayed  headline 
and  signature,  with  the  remainder  in  plain  text — not  even  a  border  being 
used. 


tisement  of  the  Victor  Talking  Machine  which  shows  a 
shadowy  picture  of  Jenny  Lind  on  the  opera  stage,  the  copy 
bringing  out  the  fact  that  her  voice  is  lost  forever  to  this  world 
while  the  voices  of  the  present-day  artists  are  preserved  by 
means  of  the  Victrola. 


ADVERTISEMENT  ILLUSTRATION 


359 


The  illustrations  of  tlie  Ideal  lawn  mower,  Figure  16 ,  are 
remarkable  appeals  to  imagination.  Possibly  the  reader, 
from  a  mere  reading  of  text,  could  picture  the  five  lawn  mowers 
that  the  Ideal  replaces,  but  the  illustrations  visualize  this 
argument  vividly. 


iif^SEYS 


YEARLY  records  as  high  as 
16,4571bs.  milk,  l,1681bs.  butter 
prove  the  superior  dairy  quality 
of  Meridale  blood.  A  few  cows 
and  heifers  of  exceptional  merit 
for  sale.     Write  for  booklet. 

AYER  &  McKINNEY 
300  Chestnut  Street,  Philadelphia,  Pa. 


Fig.  11. — Here  the  entire  animal  is  shown  and  the  little  view  of  the 
Meridale  Stock  Farm  adds  something  to  the  general  impressiveness  of  the 
advertisement. 


The  Symbolism  of  Illustration. — The  advertising  man 
should  know  something  of  symbols  in  order  to  advertise  his 
messages  most  effectively.  The  world  is  full  of  symbols. 
The  man  on  the  plains  knows  what  a  knot  tied  in  a  bunch  of 
grass  and  turned  a  certain  way  means.  In  the  days  of  the 
Roman  gladiator  the  turning  down  of  the  emperor's  thumb 


360 


THE  ADVERTISING  HANDBOOK 


was  the  signal  that  no  mercy  should  be  given  the  vanquished. 
The  cross,  the  flag,  the  military  salute,  all  have  their  special 
meanings.     They  are  symbols  that  suggest  much. 

On  the  stage,  the  open-mouthed  attitude  of  the  actress  may 
igxpress  more  astonishment  than  anything  she  might  utter. 


The  Perfect  Mouthpiece 

>  (;M'!iin'j:...:i    '.M'-Mi  hni.k...inui  .1 


Pipes,  Sl.^O  to  .■*;5;  Kokti-fs 
Sv''c  to  >10.  Ask  us  ii  vi,>vr 
lU-att-r  hasn't  them. 


Fig.  12. — The  combination  of  the  article  alone  with  a  second  view  suggest- 
ing its  use  is  ideal. 

In  much  the  same  way,  symbols  may  express  messages  in 
advertising  illustrations.  Flat  pictures  cannot  show  action  or 
life  as  the  moving  pictures  do.  They  cannot  speak.  There- 
fore, all  possible  use  must  be  made  of  symbols  that  suggest  a 
definite  meaning  to  the  reader.  The  wedding  ring  on  the 
finger  of  a  woman  in  an  illustration  indicates  at  once  that  she 
is  a  married  woman.     There  may  be  nothing  else  that  the 


ADVERTISEMENT  ILLUSTRATION 


361 


artist  can  put  into  his  picture  that  would  distinguish  the 
married  woman  from  the  unmarried  one. 

Such  a  feature  as  a  cane  in  the  hand  of  a  man  may  suggest 


Why  the  Brown  Shaping  Lasts 
Insure  Correctly  Shaped  Shoes 


^URING  the  growing  years — 
from  2  to  16 — sAoes  shape 
the  feet — rightly  or  wrongly. 
The  bones  and  muscles  are 
soft  and  pliable — and  the 
foot  assumes  the  shape  of  the  shoe  worn. 
The  shape  of  the  sAoe  depends  upon  the 
last  used  in  its  making.  Unless  the  last  is 
right  the  s/roe  cannot  be  rightly  shaped. 
The  Brown  Shaping  Lasts  are  scientific- 
ally designed  to  keep  the  feet  in  perfect 
shape  for  every  age— and  are  used  cmfy 
in  making  Buster  Brown  Shoes. 


Buster  Brown  Shoes  correctly  shape  the 
growing  feet — developing  the  bones  and 
muscles  on  Nature's  own  lines  of  grace.and 
beauty.  They  prevent  weak  feet,  broken 
arches,  and  other  annoying  foot  ailments. 

Good  shoe  stores  everywhere  in  the 
U.  S.  sell  Buster  Brown  Shoes  at  $3.00, 
$3.50;  $4.00  and  up— in  different  styles 
and  leathers  to  meet  individual  tastes. 

"Training  the  Growing  Feet"  explains 
the  importance  of  correct  foot  develop- 
ment.  Write  for  a  free  copy  today  to 
Brown  Shoe  Company,  St  Louis,  U.  S.  A. 


Fig.  13. 


-Excellent  combination  illustration,  showing  finished  product  and 
a  demonstration  of  its  chief  feature. 


just  what  the  advertiser  desires,  and  in  another  case  it  may  sug- 
gest a  man  that  the  advertiser  does  not  care  to  have  shown. 


362  THE  ADVERTISING  HANDBOOK 

Such  a  symbol  as  a  market  basket,  a  dog  lying  curled  up 
peacefully  on  the  floor,  etc.,  may  be  just  the  little  addition  to 
a  drawing  that  provides  what  is  so  often  called  ''the  proper 
atmosphere." 

The  artist  is  better  able  than  the  business  man  to  sug- 
gest symbols.     He  knows  that  it  is  not  possible  to  show  "the 


l^O  company  but  Billings 
-*-  ^  &  Spencer  seems  to  be 
able  to  drop  forge  a  wrench 
jaw.  The  others  cast  these 
jaws— it's  easier  and  cheap- 
er. The  difference  accounts 
for  the  sturdy  service  of  this 
fine  Triangle  B  tool. 


A 


THE  BILLINGS  &  SPENCER  CO. 

HARTFORD,  CONN. 

Fig.  14. — A  fine  example  of  the  possibilities  in  showing  just  the  article  itself 
along  with  plain  type  setting.  It  will  be  observed  that  the  plate  shows 
broken  lines  of  white.  Many  publications  will  do  this  with  solid  backgrounds 
unless  they  are  half-tone  backgrounds,  but  this  does  not  necessarily  impair 
the  appearance  of  the  illustration;  often  it  actually  improves  it. 

color  of  wind/'  and  so  he  shows  straws  and  leaves  whirling 
through  the  air,  or  a  boy's  hat  blowing  off  violently. 

Partial  Illustration. — Very  often  a  partial  illustration 
accomplishes  all  that  a  complete  illustration  would  accomplish 
and  occupies  much  less  space.  The  imagination  fills  out  the 
missing  parts  of  the  picture.     If  it  is  the  purpose  of  the  illus- 


ADVERTISEMENT  ILLUSTRATION 


363 


tration  to  show  a  man's  hat  in  use  by  a  wearer,  it  is  not  neces- 
sary to  show  the  entire  figure  of  the  man.  The  upper  part  of 
the  figure  will  answer  very  well.  Very  often  a  considerable 
part  of  the  interior  of  an  illustration  can  be  mortised  for  the 


Perfection  in  a  Coffee  Pot 

EIGHT'  perfections  meet 
Mirro  Coffee  Pot.  cha 


'Mirro  Coffee  Pot, 
unusual  re 
of  Mirro  a 


of  the 
d  utility  of  every  article 
Any  one  of  them  alone 
would  indeed  derwte  superiority.  ToRrther 
they  constitute  a  combmation  of  excellence 
-aixnply  unmatchable. 

The  handle  (1)  is  accurately  designed  to 
fit  a  woman's  hand  comfortably,  with  every 
regard  for  proper  balance  when  pouring.  It 
b  highly  ebonucd.  detachable,  and  is  fashioned 
to  aflbrd  a  siire  grip  without  effort. 

*  Handle  sockets  (2)  are  welded  on,  so  i« 
the  tpout  (3),  as  is  also  the  combination  hinge 
and  cover  tipper  •  (4). 

*  The  rivetlcss,  no-bum  ebonized  knob  (5) 
is  another  feature  "starred"  with  2  and  4  as 
belonging  exclusively  to  the  Mirro  line. 

Aluminum  Goods  Manufacturing  Company,  Manitowoc,  Wis.,  U.  S.  A. 
Makers  of  Everything  in  Aluminum 


where  the  beauty  and  long  life  of  the  handle 

Number  (7)  is  the  famous  Mirro  hnish,  a 
mirror  surface  that  ,is  easy  to  keep  like  new. 
The  design  (8)  is  rich  Cokmial.  always  in 
good  taste.    Al»  made  in  plain  round  style. 


A  quarter  century  of  better  a 
ing  by  one  of  the  world's  largest  makers  of 
aluminum  ware  is  wrought  into  every  Mirro 
article.  Your  money  buys  the  utmost  in 
beauty,  convenience  and  durability. 

The  well-known  Mirro  trade-mark,  stamped 
into  every  piece,  is  your  guide  to  quality.  SokS 
by  the  better  dealers  everywhere  i 


<mmR0 


ALUMINUM 

Reflects 

Good  Housekeeping 

Fig.   15. — Here  the  article  itself  is  attractive  enough. 


insertion  of  type  with  nothing  of  the  effectiveness  of  the 
illustration  lost.     See  Figures  19  and  20. 

The  Need  for  Simplicity. — The  natural  tendency  of  many 
advertisers  and  artists  is  to  introduce  into  advertising  illus- 
tration entirely  too  much  detail  or    too  many  secondary 


364 


THE  ADVERTISING  HANDBOOK 


Does  //feWork 
o/FiveHand  Mowers 

WHEl 
r„s= 


HEREVER  there  U  a  fairly  large 
expanse  of  lawn  to  be  cut,  rolled 
kept  in  condition,  the  Ideal 
rn  Mower  will  prove  a  decided 


Tractor  Lawn 
economy. 

One  man  with  an  Ideal  can  easily  cut  as 
much  grass  per  day  as  five  hand-working 
men  can  accomplish  with  hand  mowers. 

Moreover,  as  the  Ideal  is  designed  with  a 
toiler  as  an  integral  part  of  the  machine, 
the  grass  is  rottfd  every  time  it  is  cut — this 
keeps  the  turf  firm,  smooth  and  in  the  finest 
condition  possible. 

Cuts  Four  to  Five  Acret  a  Day 

The  Ideal  Tractor  Lawn  Mower  has  a 
30-inch  cut.  A  man  with  one  of  these  ma- 
chines can"mow-from  four  to  five-acresa  day 
on  an  operating  expense  of  about  fifty  cents 
for  fuel  and  oil. 


Don't  Let  Your  Lawn  Dcier- 
iorate-^It  Doesn  't  Pay 

Because  labor  is  hard  to  get  mtiny  people 
have  practically  decided  to  let  their  nne 
lawn  go  without  the  usual  attention.  The 
Ideal  makes  this  step  absol^tehr  unneces- 
~5aiy.  Moreover,  the  expense  of  rebuilding 
a  lawn  later  will  be  much  greater  than  the 
east  of  getting  an  Ideal  turn  and  keeping 
your  p.emises  well  cated  for. 

Most  Economical  Lawn  Roller 


We  always  furnish  the  Idi 
an  extra  cutting  mower  to  1 
ofk- 
Knives  can   be 


I  Tractor  with 
I  sharp  set 


pink  of  condition.  This  labor  saving 
feature  is  of  decided  importance  in  these 
times  of  labor  scarcity.  Best  of  all,  the  use 
of  the  Ideal  not  only  means  an  actual  saving 
for  you  in  dollars  and  cents,  but  is  also  real 
patriotic  conservation  of  labor. 

Ctits  Close  to  fTalks,  Flower 
Beds  and  Shrubbery 

With  an  Ideal  Tractor  Lawn  Mbwer  it  is 
possible  to  work  very  close  up  to  the  walks, 
shrubbery  and  flower  beds.  It  is  so  easily 
handled  that  it  can  be  run  practically  any 
place  where  a  hand  mower  can  be  operated. 

The  Ideal  is  of  very  simple  design  and  all 
necessity  for  complicated  parts  has  been 
entirely  eliminated.  The  operator  has  prac- 
tically nothing  to  60  exce|>t  guide  the  ma- 
chine and  operate  the  starting  and  stopping 
lever. 

The  Ideal  is  the  only  power  mowet  on  the 
market  using  the  simple  tractor  principle. 


124  and  April  on  page  9]. 


ituted   in   about   two 
minutes'  time. 

A  small  castor  is  also  furnished  so  that 
the  machine  can  be  quickly  converted  into 
a  roller,  kolling  'a  lawn  with  the  old 
fashioned  hand  roller  is  hard,  tedious  work. 
With  the  Ideal  the  work  is  quicklv  and  easily 
done — one  tnachine  will  easily  ao  as  much 
rolling  per  day  as  eight  of  nine  men  with 


Ten  Days'  Trial 

We  sell  the  Ideal  under  a  positive  guaran- 
tee of  satisfaction  and  will  refund  money 
on  any  machine  that  fails  to  give  satisfac- 
tion where  properly  operated.  What  is 
more,  we  will  arrange  to  place  a  machine  at 
yvur  disposal  for  10  days' trial  if  desiied. 


Order  Early 

On  account  of  traffic  conditions,  it  is  ad- 
visable to  place  order  as  early  as  possible, 
to  ensure  having  the  machine  ready  for  the 
season's  work. 

You  can  buy  the  Ideal  throueh  your  local 
dealer,  or  where  there  is  no  dealer  near  you, 
we  will  ship  direct  from  factory.  Write 
to-day  foi  complete  literature  also  for  name 
of  our  nearest  dealer. 

Ideal  Power  Lawn  Mower  Company 

LE.OLI>S,CU>_s 

40S  Xatamuoo  Stnct.  I 


IDB\L 

TRACTOR. 

lAMMOWERS 


FlQ. 


16. — The  headline  is  visualized  unusually  well.     The  use  of  shadowy 
figures  was  a  happy  thought.     Fine  example  throughout. 


ADVERTISEMENT  ILLUSTRATION 


365 


Fig.  17. — Layout  of  Mr.  Eugene  L.  Fitchney  in  Printers'  Ink.     Tabby 
symbol  of  comfort  and  adds  a  fine  touch  to  the  design. 


Fia.  18. — The  moss  and  the  bird  give  the  Florida  atmosphere. 


366 


THE  ADVERTISING  HANDBOOK 


subjects.  If  an  artist  of  small  experience  is  asked  to  illustrate 
an  oil  heater  in  a  chilly  bedroom,  he  will  likely  want  to  draw 
the  entire  bedroom,  including  the  pictures  on  the  wall  and  the 
closet  door.  The  most  effective  thing,  on  the  other  hand,  is 
what  is  well  called  in  the  moving-picture  plays  a  ''close-up" 


Fig.   19 — :Partial  illustration  is  often  more  effective  than  entire  figures, 
two  spaces  left  for  headline  and  text  are  ample. 


The 


of  the  oil  heater  with  just  a  few  suggestions  that  will  unmis- 
takably identify  the  room  as  a  bedroom.  See  Figure  17. 
Secondary  subjects  not  only  take  up  valuable  space  but  actu- 
ally detract  from  the  principal  object  to  be  illustrated. 

Illustrations  in  Two  Tones. — Much  of  latter-day  illustration 
has  been  made  effective  by  adopting  two  tones  in  either  the 


ADVERTISEMENT  ILLUSTRATION 


367 


original  drawing  or  the  plate-making — that  is,  having  the 
chief  features  of  the  illustration  come  out  in  fairly  heavy  tone, 
while  having  the  secondary  features  or  background  in  a  light, 
airy  style  of  drawing.  In  this  way  the  cluttering  effect  of 
much  detail  is  avoided.  The  very  contrast  gives  the  heavier 
portion  of  the  drawing  abetter  chance.     See  Figs.  23, 25  and 26. 


JO  better  pencil  than  the 
superb  VENUS  can  be 
boDgbt.  Whatiever  yonr  pen- 
tU  work  the  VENUS  wiU  be 
■  conatant  delight  and  an 
economy  in  the  end. 


Fig.  20. — Striking  simplicity.     Effective  placing  of  text. 

Adapting  a  Drawing  to  Different  Spaces. — A  difficulty  that 
an  advertiser  frequently  encounters  is  that  an  illustration 
which  has  been  created  must  be  used  in  spaces  that  vary 
greatly  in  size  and  proportion.  If  the  illustration  is  a  simple 
one  and  used  in  such  a  way  that  it  is  surrounded  by  text, 
the  problem  is  solved  by  merely  making  different  sizes  of 
plates.  If,  however,  the  illustration  is  a  feature  like  that 
in  the  advertisement  shown  in  Figure  27  the  problem  is  not  so 
easy.     This  illustration  was  made  originally  for  a  space  10 


368 


THE  ADVERTISING  HANDBOOK 


Fig.  21. — A  very  sensible  illustration  of  hosiery  because  it  gives  the 
reader  an  idea  of  the  trimness  of  feet  supposedly  clad  in  Burson  Hose.  While 
in  some  hosiery  advertisements  the  entire  figure  of  the  woman  may  be  shown 
to  advantage,  in  a  small  space  like  this  the  designer  does  well  to  show  only  the 
figure  from  the  skirt  down. 


ADVERTISEMENT  ILLUSTRATION 


369 


Fig.  22. — In  neither  of  these  two  illustrations  does  anything  stand  out. 
Both  messages  are  rather  successfully  buried  by  the  mass  of  detail.  Much 
advertising  is  in  the  class  with  these  two  specimens — so  involved,  complex 
or  lacking  in  a  feature  that  stands  out  clearly  that  they  miss  the  attention 
of  the  casual  reader. 


24 


370 


THE  ADVERTISING  HANDBOOK 


inches  deep  by  2Ji  inches  wide.  To  attempt  to  use  this 
illustration  in  the  same  width  of  column  but  in  a  space  eight 
or  nine  inches  deep  would  mean  that  the  illustration  would 
occupy  proportionately  too  much  of  the  space.  If  an  attempt 
were  made  to  use  it  in  a  space  53-^  inches  wide  by  8  inches  deep 
— which  is  a  size  used  by  a  number  of  publications  for  a  full 
page — the  illustration  would  be  all  out  of  proportion.     A  good 


\f 


PINEHURSTcrRT.L 

The  Recreation  C,-ntcr  of  the  United  States 
CAROl  IN  \     li<  H  II.    .\(>\\     <  'I'l   \ 

Horse  kanuii     '  Matnrinv   ^       .'  "-'^  '-'"" 


Fig.  23. — Rarely  does  an  advertiser  use  a  number  of  illustrations  as 
effectively  as  this  advertiser  has  done.  The  border  arrangement  made  this 
possible. 

art  department,  by  a  little  study  and  extra  work,  can  easily 
adapt  such  an  illustration  to  different  sizes  and  proportions  of 
space  without  imposing  on  the  advertiser  the  expense  of  new 
drawings.  For  example,  in  Figure  27,  after  the  illustration 
here  shown  has  been  made,  the  borders  can  be  covered  with 
shields  of  paper  and  the  figures  of  the  two  men  extended  out  to 
the  right  and  the  left,  so  that  plates  can  be  made  with  the 
width  much  greater  in  proportion  to  depth  than  that  illustrated 
by  Figure  27.  On  the  other  hand,  if  the  drawing  had  been 
made  in  the  first  place  with  the  figures  fairly  complete,  portions 


ADVERTISEMENT  ILLUSTRATION 


371 


BIG  BEN  is  a  household 
word  because  he's  a  clock 
of  his  word.  He  runs  on 
time,  he  rings  on  time,  he  helps 
folks  live  on  time. 

These  are  family  traits.  All  ffestclox 
alarms  run  true  and  ring  true.  They're 
all  good  looking,  too.  You  can  always 
tell  them  by  the  family  name,  fTestclox, 
on  the  face  of  each  clock. 


The  Western  Clock  Company  builds 
them  in  the  patented  Westclox  way — the 
better  method  of  clock  making  that  won 
Big  Ben's  success.  Needle-fine  pivots  of 
polished  steel  greatly  reduce  friction. 
ff^estclox  make  good  in  the  home. 

That's  why  folks  call  WesUlox:  success  clocks. 
And  you  will,  too;  so  look  for  the  word,  ffeslc/ox, 
on  the  dial  of  the  alarm  you  buy 

Your  jeweler  has  them.  Big  Ben  is  $3.00,  in 
the  States;  $4.00  in  Canada.  Or,  sent  prepaid, 
the  same  price,  if  your  jeweler  doesn't  stock  him. 


Western  Clock  Co.-makersi 

Bit  Bfn—B«by  Ben—Pocket  Ben—America— Lookoiti— hone 

La  Salle,  Illinois,  U.  S. 


'stc/ox 


m  the  States 
«42S  in  Canada 


Fig.  24. — This  Big  Ben  advertisement  is  a  good  example  of  layout  in 
which  an  illustration  of  good  size  is  placed  at  the  bottom  of  the  space.  The 
designer  has  judiciously  placed  the  clock  on  a  stand  so  as  to  keep  it  from 
appearing  to  be  suspended  in  the  air.  The  white  space  left  alongside  the 
illustration  is  effective  in  giving  more  prominence  to  the  clock.  The  hand- 
lettered  headline  is  pleasing. 


372 


THE  ADVERTISING  HANDBOOK 


of  the  figures  could  be  covered  up  with  the  shields  and  the 
illustration  compressed  to  the  narrow  shape  shown. 

Cost  of  Drawings. — Drawings  may  cost  all  the  way  from 
five  or  ten  dollars  each  for  very  simple  affairs  to  as  much  as 
five  hundred  or  a  thousand  dollars  for  the  work  of  the  best 
known  illustrators.     It  is  said  that  the  manufacturers  of  a 


Fio.   25. — The  use  of  light  tones  for  the  illustrations  and  the  placing  of  them 
in  the  corners  solved  the  problem  of  effective  presentation. 

silverware  and  the  advertisers  of  a  hosiery  have  paid  $800 
each  for  a  series  of  drawings  by  a  well  known  magazine 
illustrator. 

Where  there  are  human  figures  in  the  illustration,  the  illus- 
trator is  inclined  to  gage  his  charge  somewhat  by  the  number  of 
figures  that  he  must  draw,  probably  because  the  human  figure 
is  regarded  as  one  of  the  most  difficult  subjects. 

It  is  difficult  to  establish  anything  like  averages,  because 
so  much  depends  on  the  use  that  is  to  be  made  of  a  drawing. 


A D VERTISEMEN T  ILL USTRA  TION 


373 


If  a  space  is  to  cost  only  $25,  obviously  it  would  not  pay  to 
spend  $100  for  the  illustration  of  the  advertisement.  On  the 
other  hand,  if  the  space  of  an  advertisement  is  to  cost  from 
five  hundred  to  several  thousand  dollars,  or  possibly  the 
same  illustration  will  be  used  in  a  series  of  advertisements 


Fig.  26. 


■Fine  example  of  the  use  of  two  kinds  of  treatment  in  a  combina- 
tion of  photograph  and  drawing. 


that  will  be  inserted  in  ten  to  fifty  thousand  dollars  worth 
of  space,  it  will  pay  to  spend  a  good  sum  and  get  a  fine 
illustration. 

Single  illustrations  will  run  from  $20  up  to  as  much  as  $200 
in  ordinary  advertising  practice.  To  save  misunderstanding, 
it  is  best  to  have  some  general  understanding  with  the  illus- 
trator as  to  the  limit  of  the  cost,  but  it  is  not  usually  best  to 
require  illustrators  to  give  exact  estimates.     Often  money 


374 


THE  ADVERTISING  HANDBOOK 


will  be  saved  by  having  an  illustrator  work  on  a  series  of 
advertisements  and  to  make  one  charge  for  the  entire  series. 


•Well,  young  man, 
aS9  on  th«  right  trauk. 
I  didn't  hav«  ■  coltaga 
•ducation,  either,  but 
Ruiny  >ears  ago  1  studied 
•vaninga  in  a  Y.  M.  C.  A. 
daaa,  and  that  inveat- 
ment  p*id  me  tietter 
than    any    other    I    ever 

**We  need  more  fellowa 
ground  here  who  are 
putting  practical  infor- 
mation into  their  heads. 
There's  a  hig  chance  for 


themi 

•Hiis  i-- 1! 


I  this  busin 


Fig.  27. — Economical  arrangement  of  human  figures  in  single  column. 


Balance  of  Illustration  with  Other  Display  Units. — As  was 

pointed  out  in  the  chapter  devoted  to  Advertising  Display, 
illustrations  are  usually  display  units  of  either  considerable 


ADVERTISEMENT  ILLUSTRATION 


375 


weight  or  large  area  that  must  be  arranged  with  careful  regard 
for  the  main  headlines  of  the  advertisement,  the  name  display 
of  the  product,  or  the  signature  of  the  advertiser. 

The  favorite  place  for  a  large  illustration  is  at  or  near  the 
top  of  the  advertisement.  Sometimes,  however,  it  is  near  the 
bottom  and  is  well-balanced  with  a  strong  headline  at  the  top 


SONORA  period  design  phonogrtpht  «re 
not  merely  ex<jui«it«  reproductions  of 
Mperb  cabinet  work  but  the^  »rc  mu- 
-««il  instruments  Twving  the  most  advanced 
features  of  construction.     For  marvelously 
pure  expressive  (one  theyarcpreferredalwayt. 

TTie  ain«.  Chippendik  Sohora  hu 
a  lacquer  Anish  ami  h  «>  esccptiondly 


:  riduMM 


is  placed. 


Clhc  UaAun 

Uuit  XV  WiUtam  &  Mtfu 

Uut,  XVI  Adam 

Ckil>pad»le  Colonial 

Chinat  Chippenialt        Duncan  PhyU 
Others  will  tx  Aude  Is  tpKial  order 

dalra  (Compang.  Jnr. 

C60RCE  E.  BRICMTSON.  r,MM 
Fifth  Avenue  at  53rd  Street.  New  York 
Tk  Hidiest  Clau  T.lkmi  MkUm  u  the  VarU 


Fig.  28. 


SONORA  period  design  phono(raphs  are 
not  merely  exquisite  reproductions  of" 
superb  cabinet  work  but  they  are  mu- 
skal  instrumenu  having  the  most  advanced 
features  of  construction.     For  marvelously 
pure  expressive  (one  they  are  preferredalways- 
The  OiiileM  Chippendale  .Sooora  has 


.distinctive  that  it  adds  i 


your  attention  is  iavitcd  ta  i 
Ccthc    . 

UuU  Xy  William  &  Mty 

Louis  Xyi  AJam 

CklpptnJalt  Colonial 

Oilntu  Chippcnialt,        Duncan  Phylt 
Others  »ill  be  nude  to' tpecisi  order 

iMta  (Dam^iaitg.  3nr. 


TVKlhesI  QUss  Taftiag  Machine  .n  th:  WorM 


Fig.  29. 


or  a  considerable  amount  of  text  type  that  makes  a  fairly 
solid  unit  with  perhaps  an  initial. 

Both  of  the  Sonora  Phonograph  arrangements  illustrated  by 
Figures  28  and  29  are  good.  The  only  argument  for  Figure  28 
is  that  as  the  eye  is  naturally  drawn  first  to  the  illustration  and 


376 


THE  ADVERTISING  HANDBOOK 


is  inclined  to  travel  downward,   the    text  has  a  somewhat 
better  chance  in  this  layout. 

The  reproduction  of  the  Diamond  Brand  Walnuts  layout  in 
Figure  30  shows  with  what  care  the  illustrator,  in  making  a 


Krr  Halloco&n- 
Crackin  ^od 


DIAMJND  BMND  Wa^S^ts 


Fig.  30. 


general  layout  for  a  large  advertiser,  balances  the  main  illus- 
tration with  the  smaller  ones  and  the  various  displaj^  lines. 
The  diagrams  shown  in  Figure  31  are  merely  suggestive  of 
different  arrangements  where  there  are  several  illustrations. 


ADVERTISEMENT  ILLUSTRATION 


377 


Fig.  31. — The  lined  spaces  represent  illustrations  and  the  heavy  lines 
display  type.  These  layouts  show  a  few  more  of  the  possibilities  in  arrang- 
ing illustrations  and  display  lines. 


378 


THE  ADVERTISING  HANDBOOK 


fW  imtr'tauc'itmc-  t&tiur.  ■  wmtoxnt**.  iM 


^ntUip^,  Nm  /<nr«  mmd  Umt-ltlmmd  Caifaarn  Otncl  to  CaMth><«  tmtn  mi  S, 


Fig.  32. — Most  unusual  example  of  freely  illustrated  department-store  ad- 
vertisement.    It  stood  out  in  strong  contrast  in  the  newspapers. 


ADVERTISEMENT  ILLUSTRATION 


379 


Hill 
MEN'S  SHIRTS 

of  fine  Imported  Madras 

Unusual  Qt  %^,p\j 


TAX  NOT  INCLUDED 


AN  offering  in  keeping  with  THE  MAN'S  SHOP  policy 
/V  of  presenting  merchandise  of  distinction  at  a  moder- 
JL  JLate  cost.  A  very  fine  quality  of  imported  madras,  in 
conservative  and  fancy  stripings,  is  tailored  into  shirts  that 
in  every  detail  of  making  bespeak  custom  character  and 
workmanship. 

All  Sizes 

THE  MAN^S  SHOP 

AT, 

Lord  &  Taylor 

FIFTH  AVENUE 


I 


Fig.  33. — Two  simple,  well  illustrated  and  well  balanced  newspaper  examples. 


380 


THE  ADVERTISING  HANDBOOK 


Fig.  34. — Two  good  examples  of  how  the  outlines  of  an  illustration  may 
be  used  as  a  border  for  a  special  message.  While  such  a  layout  may  use  con- 
siderable space  for  a  short  message,  the  unusual  effect  commands  attention. 
The  Hub  advertisement  could  hardly  be  missed  by  any  one  who  turned  to  the 
page  of  the  newspaper  on  which  it  appeared.  The  use  of  a  large  circular  saw 
as  a  background  for  the  advertisement  of  the  American  Saw  Mill  Machinery 
Co.  is  a  device  that  gives  strong  attractive  qualities  to  the  appeal.  This 
method  is  full  of  possibilities. 


ADVERTISEMENT  ILLUSTHA TJON 


381 


.  d  I W  J^»^'r**]*MI* 


Estate  In  Virginia  for  Sale 


fUTVilllt  !J!1    1 

Virginian,  Room  624,  Ridge  Bldg.,  Washington.  D.  C. 


Fig.  35. — In  an  advertisement  of  this  kind  the  photographs  give  a  realism 
that  drawings  could  not  give.  The  method  of  introducing  the  gateway  of  the 
estate  is  ingenious.  When  an  advertiser  has  several  details  to  show  impres- 
sively it  is  often  better  to  combine  several  views  than  to  present  one  very 
large  picture  full  of  detail.  The  circle  and  the  oval  are  frequently  used  to 
feature  a  single  detail. 


SECTION  15 
PRINTING  PLATES  AND  PAPERS 
PLATES 

Value  of  Knowledge  of  Engravings  and  Papers. — A  great 
deal  of  the  printing  of  advertising  is  done  from  plates  rather 
than  from  type. 

It  is  not  necessary  that  an  advertising  man  possess  the 
full  knowledge  of  an  engraver,  an  electrotyper,  or  a  publisher, 
but  in  order  to  get  proper  results  in  his  work  and  to  avoid 
costly  waste  of  time  and  material,  he  should  possess  consider- 
able knowledge  of  the  subject  of  printing  plates  and  the  kinds 
of  paper  on  which  they  should  be  printed. 

Classes  of  Plates. — Plates  for  printing  may  be  divided  into 
four  classes: 

1.  Line  plates,  that  is,  plates  made  from  copy  that  consists  of  distinct 
lines  or  dots  rather  than  solid  or  flat  tones.  Wood  engravings,  while 
made  very  differently  from  what  are  usually  referred  to  as  line  plates, 
really  consist  of  a  lined  and  dotted  surface. 

2.  Half-tone  plates,  in  which  the  various  gradations  or  tones  from 
white  to  solid  black  are  represented  by  a  screened  surface  on  the  plate. 

3.  Plates  that  consist  in  part  of  line  work  or  dot  work  and  in  part  of 
half-tone  work,  and  which  are  known  as  "combination  plates." 

4.  Plates  made  especially  for  color  printing  and  which  are  referred  to 
as  'color  plates." 

Plates  of  any  one  of  these  classes  may  be: 

1.  Original  plates. 

2.  Copies  or  duplicates  of  the  original  plates,  and  these  copies  may  be 
electrotypes,  stereotypes  or  duraplates,  the  last-named  being  a  com- 
paratively new  form  of  plate. 

Kind  of  Copy  Needed  for  Plate-making. — Any  drawing 
made  up  of  distinct  lines  or  dot  treatment  can  be  used  in 
making  hne  cuts,  or  zinc  etchings,  as  they  are  frequently 
called.  Black  is  preferable  for  copy  but  red  lines  can  be 
reproduced.  Zinc  etchings  cannot  be  made  from  photographs, 
wash    drawings,    colored    paintings    or    actual    merchandise 

382 


PRINTING  PLATES  AND  PAPERS 


383 


until  a  drawing  has  first  been  made  that  consists  either  of 
distinct  hnes  or  stippling,  preferably  in  strong  black.  Blue  or 
blue-black  inks  do  not  photograph  well.  Artists  use  India 
ink,  which  is  a  dense  black. 

One  of  the  principal  advantages  of  the  line  cut  over  the 
half-tone  in  newspaper  advertising  is  that  this  type  of  plate 
will  usually  print  fairly  well  with  a  hurried  make-ready,  where- 


Fio.  1. — Evidently  drawn  from  a  photograph  but  an  illustration  far 
superior  in  printing  quality  to  the  ordinary  half-tone.  The  circular  border 
adds  to  the  distinctiveness.     The  mass  shading  is  also  effective. 

as  half-tones,  to  come  out  well,  require  careful  make-ready. 
Even  when  paper  of  much  better  surface  than  newsprint  is 
used,  line  plates  are  often  preferred  because  of  superior  printing 
and  display  qualities.  See  Figure  1 .  This  stood  out  strongly 
in  a  magazine  that  showed  hundreds  of  half-tone  illustrations 
in  its  advertising  pages.  The  circular  border  added  to  the 
distinctiveness  of  this  illustration.  The  drawing  from  this 
plate  was  undoubtedly  made  up  from  photographic  copy  fur- 
nished the  illustrator. 

The  usual  type  of  copy  for  half-tones  consists  of  photo- 
graphs or  wash  drawings,  the  latter  being  drawings  made  up 


384 


THE  ADVERTISING  HANDBOOK 


with  washes  or  tones  ranging  all  the  way  from  almost  white 
to  almost  black.  A  wash  drawing  is  an  artist's  closest  ap- 
proach to  photographic  effects,  and  a  fine  wash  drawing  looks 
almost  like  a  photograph. 

Sohd  hne  and  stipple  drawings  can  be  reproduced  on  half- 
tone plates,  but  it  is  rather  unusual  that  this  is  done.  The 
half-tone  screen  of  the  process  tends  to  Hghten  and  soften  a 
solid  black  line.  Sometimes  a  heavy  border  drawn  by  an 
artist  to  print  as  a  line  cut  is  half-toned  in  order  to  get  the 
softening  effect  of  the  screen. 


Fig.  2. — Line-plate  illustration  from  drawing  made  with  heavy  crayon. 
Compare  with  the  Borden  example,  on  page  385,  where  the  reproduction 
is  by  the  half-tone  method. 

Crayon,  Charcoal  and  Pencil  Drawings  as  Copy. — If  the 
lines  and  dots  made  by  charcoal  drawing  are  clear  and  dis- 
tinct from  each  other,  it  is  possible  to  get  hne  plates.  But  as 
crayon,  charcoal  and  pencil  are  used  in  drawing  in  order  to 
get  a  wide  range  of  values  from  light  shading  to  dark,  the  half- 
tone process  is  the  one  to  be  used  to  get  a  faithful  reproduction. 
In  fact,  nothing  could  be  done  in  the  way  of  getting  a  satis- 
factory result  in  a  line  cut  from  a  pencil  drawing  unless  the 
lines  were  solid  and  as  black  as  ink. 

The  illustration  of  the  speeding  automobile  Figure  2  is 
a  good  example  of  Une  plate  made  from  a  crayon  drawing. 


PRINTING  PLATES  AND  PAPERS 


385 


"  Eagle     Brand 

baby   of  a   Sales  ^f 

Manager.   Send     CU) ^l^U^.      t/-{ieyu^  ,*UU^ 

piwtos  to  address 

below. 


"The  Message  of 


phy."     Free   for 
the  asking. 


THE  BORDEN  COMPANY,  Inc. 

Established  1857 
Borden  Building  New  York 


Fig.  3. — A  good  example  of  the  softening  effect  of  the  half-tone  screen  on 

crayon  drawing. 


25 


386  THE  ADVERTISING  HANDBOOK 

The  character  of  this  illustration  is  such  that  no  softening  of 
the  blacks  were  needed.  It  will  be  observed  that  value  here  is 
dead  white  or  black.  Compare  with  the  reproduction  on 
page  385  of  the  Borden  advertisement,  a  crayon  illustration 
by  the  half-tone  process.  The  half-tone  screen  here  brings 
out  the  soft  intermediate  tones  in  a  way  that  a  line  cut  would 
not  do. 

PLATE-MAKING 

Process  of  Making  a  Line  Cut. — A  drawing  for  a  line  plate 
is  first  photographed  down  to  the  proper  reduction  and  this 
photographic  image  is  finally  reproduced  on  a  metal  plate — 
zinc  being  the  metal  commonly  used  for  line  plates,  hence  the 
term  "zinc  etching."  By  a  chemical  treatment  those  fines 
and  areas  of  these  plates  that  are  eventually  to  remain  as 
printing  surfaces  are  protected  before  the  plate  is  plunged  into 
an  acid  bath.  The  action  of  the  acid  on  the  metal  is  to 
eat  down  the  surface  of  the  plate  except  where  the  chemical 
treatment  protects.  This  etching  by  the  acid  is  the  first 
process.  Afterwards  the  plate  has  the  crevices  routed  out  by 
a  machine  and  is  often  hand-tooled  in  order  to  improve  its 
printing  qualities.  The  process  is  quite  a  technical  one  and 
a  process  that  the  business  man  need  not  bother  his  head 
about  except  to  recognize  that  both  acid-etching  and  mechan- 
ical cutting  by  machine  and  handwork  is  necessary  to  put  a 
line  plate  into  condition  for  first-class  printing.  The  hand- 
tooling  is  principally  to  bring  out  lines  more  sharply.  The 
illustrations  on  pages  387  and  388  show  a  line  illustration 
in  three  stages  of  its  progress. 

All  of  the  leading  engravers  have  methods,  more  or  less 
their  own,  for  getting  superior  effects  and  printing  quahties 
in  the  plates  they  produce. 

Line  plates  today  cost  from  12  to  15  cents  a  square  inch 
as  the  basic  charge  but  there  are  extra  charges  of  various 
kinds  according  to  the  exact  nature  of  the  work. 

The  Half -Tone  Process. — As  in  the  case  of  line  plates,  the 
copy  for  the  illustration,  whether  it  be  photograph,  wash  draw- 
ing, pencil  drawing  or  charcoal  sketch,  is  photographed  down 
to  the  desired  reduction  or  made  the  exact  size  of  the  original, 


PRINTING  PLATES  AND  PAPERS 


387 


Fig.  4. — Zinc  plate  as  it  appears  with  the  photographic  image  on  it. 


Fig.  5. — The  zinc  plate  after  receiving  the  acid  bath. 


388 


THE  ADVERTISING  HANDBOOK 


if  desired,  but  in  transferring  the  image  to  metal,  a  screen 
is  used  to  break  up  the  soUd  masses  of  tones.  This  screen  may 
be  coarse  or  fine  according  to  the  kind  of  paper  on  which  the 
plate  is  eventually  to  be  used.  Newspapers  use  half-tones  of 
65-line  or  85-line  screen.  The  usual  other  screens  are  the  100- 
Hne,  the  110-line,  the  120-nne,  the  133-line,  the  150-hne,  the 
175-nne  and  the  200-line.  The  most  common  half-tones  are 
those  of  newspapers  and  the  120-nne,  the  133-line  and  the  150- 
line. 

To  illustrate  the  different  kinds  of  half-tones  required  by 
leading  publications:  The  Ladies'  Home  Journal  specifies  133- 


Pay  My  Debts!  * 


Fig. 


G. — Final  proof  of  the  plate  shown  in  Figs.  4  and 
now  been  done  on  the  zinc 


The  tooling  has 


line  screen.  The  Saturday  Evening  Post,  120-line  screen,  and 
The  Country  Gentleman,  110-Hne  screen.  These  publications 
are  all  issued  by  one  publisher. 

Half-tone  "screens"  are  plates  of  glass  ruled  with  parallel 
lines.  Two  glasses  are  joined  in  such  a  way  that  the  lines 
cross  at  right  angles.  Where  the  Hne  divisions  are  100  to  the 
inch,  the  screen  is  known  as  100-line  screen;  where  there  are 
150  fines  to  the  inch,  the  screen  is  known  as  150-line  screen. 
The  effect  of  this  lining  or  screening  is  to  break  up  the  solid 


PRINTING  PLATES  AND  PAPERS 


389 


effects  of  colors  of  the  original  drawing  or  photograph  into 
tiny  squares  or  dots  that  can  be  reproduced  with  printers'  ink. 
Even  on  the  finest  half-tone,  if  the  illustration  be  examined 
with  a  magnifying  glass,  the  screen  can  be  plainly  seen.  Half- 
tone printing  may  be  understood  a  little  better  by  examining 
an  enlargement  such  as  is  illustrated  in  Figure  7  on  this  page. 
This  enlargement  is  taken  from  a  haK-tone  of  the  mouth  and 
the  marred  nose  of  a  famous  statue.  If  the  illustration  be 
held  at  some  distance  from  the  eye,  the  dots  merge  somewhat 
and  the  outlines  of  the  mouth  and  nose  can  be  clearly  seen. 


.a;:«fci: 


.•-••:•:•!•! 


^ 


Fig.  7. — Section  of  half-tone  illustration  largely  magnified. 


After  all,  representing  a  picture  by  means  of  a  printed 
illustration  merely  means  the  reproduction  of  a  number  of  lines, 
dots,  or  tones  that  suggest  the  original  view  closely.  Some- 
times this  representation  can  be  a  very  simple  effect  as  will  be 
seen  by  Figure  8,  which  is  an  outline  representation  of  a 
woman's  face.  Figure  9  shows  how  the  shading  may  be  filled 
out  a  Httle  more  by  the  use  of  dots.  Either  of  these  reproduc- 
tions are  perfectly  practicable  by  the  line  process.  We  can  go 
stiU  further  and  by  means  of  pencil  strokes  on  rough  paper 
produce  a  very  finely  grained  plate  closely  resembling  photo- 
graphic work.     This  is  brought  out  in  the  illustration  of  the 


390 


THE  ADVERTISING  HANDBOOK 


Simple  outline  illustration  where  all 
the  lines  are  solid. 

Fig.  8. 


face  of  Thomas  Watt  shown  on  page  391,  Figure  10.     Such  a 

drawing  can  be  reproduced 
by  either  the  half-tone  pro- 
cess or  by  means  of  a  line 
plate. 

The  fourth  step  is  illus- 
trated by  the  woman's  face 
in  Figure  11.  In  this  picture 
there  are  218,448  dots. 
These  are  clearly  visible 
under  a  magnifying  glass, 
but  at  the  ordinary  reading 
range  the  dots  merge  into 
each  other  and  the  repro- 
duction becomes  an  excellent 
representation  of  an  actual 
photograph. 

Not  even  the  best  Une 
drawing  brings  out  natural 

representations  quite  so  well  as  the  half-tone  process  with  its 

screening  effect  that  breaks 

up  the  solids  and  yet  repro- 
duces    photographs     with 

such  fidelity  as  to  make  the 

reproduction  closely  resem- 
ble the  original  copy. 
The  half-tone  plate,  like 

the  line  plate,  is  produced 

by  acid  etching,  but  as  the 

screened    surface    is   more 

delicate  than  the  surface  of 

a  line  plate,  half-tones  are 

*'  burnished  "  and  delicately 

tooled  in  the  finishing  work 

rather     than    routed,    al- 
though   large    areas    in    a 

half-tone  plate  that  are  to 

appear  pure  white  in  the 

finished  illustration  may  be  routed. 


Showing    the    result  when   dots 
added  to  the  outlines. 

Fig.  9. 


Considerable  work  can 


PRINTING  PLATES  AND  PAPERS 


391 


be  done  on  a  half-tone  plate  after  the  acid  treatment  to  make 
the  *'high  lights''  and  the  white  lines  come  out  well. 

Half-tones  are  usually  made  on  copper,  though  coarse  half- 
tones are  frequently  made  on  zinc  plates. 

Half-tone  work,  at  present-day  costs,  runs  from  to  18  to  25 
cents  a  square  inch  with  extra  charges  for  the  various  kinds 


Fig.  10. — Line  plates  as  well  as  half-tones  can  be  made  from  such  a  drawing. 


of  special  work.  Because  of  the  cheapness  and  because  the 
etching  can  be  deeper,  newspaper  half-tones  are  usually  on 
zinc. 

Grain  Screen  Half-Tone. — A  style  of  half-tone  that  does 
not  show  the  lined  screen  but  is  what  is  properly  called 
grain  effect  is  illustrated  by  Figure  12.     This  type  of  half-tone 


392  THE  ADVERTISING  HANDBOOK 

has  different  names  applied  to  it  by  different  engravers  but 
most  engravers  are  prepared  to  furnish  plates  giving  the  effect 
illustrated.  Such  a  half-tone  affords  softer  and  more  artistic 
representations  than  the  usual  type  of  half-tone. 


Fig.  11. — Half-tone  illustration  from  a  wash  drawing.  In  this  picture 
there  are  218,448  dots  so  small  that  they  cannot  be  seen  without  a  magnifying 
glass. 

Combination  Plates. — In  making  up  combination  plates, 
the  engravers  make  separate  negatives  of  the  line  work  and  the 
half-tone  parts  of  the  copy  and  then  lay  out  or  arrange  these 


PRINTING  PLATES  AND  PAPERS  393 


Fig.  12. — Good  example  of  illustration  from  grain-screen  half-tone. 


394 


THE  ADVERTISING  HANDBOOK 


negatives  in  the  proper  order  to  produce  the  finished  result. 
The  illustration  of  Father  Time  and  the  concrete  letters  in 
Figure  13  is  an  example  of  combination  plate.  Here  the  half- 
tone screen  brought  out  the  soft  Hnes  in  Father  Time  appro- 
priately.    The  sohd  blacks  are  Hne  effects. 

It  is  possible  to  make  line  plates  and  half-tones  separately 
and  then  bring  them  together  on  the  same  wooden  block  or, 


Fig.  13. — Unusually  fine  combination  plate  from  pencil  and  pen  work. 
Father  Time  is  executed  in  pencil  and  this  part  of  the  illustration  is  printed 
from  a  half-tone.     The  remainder  is  a  line  plate. 

in  the  case  of  metal,  sweating  them  together.  Publishers  often 
ask  for  plates  made  by  the  method  described  in  the  first 
paragraph,  holding  that  having  the  original  work  all  on  one 
plate  gives  a  better  plate. 

REVERSE  PLATES 

The  term  reverse  opiate  refers  to  a  plate  in  which  the  usual 
arrangement  of  black  and  white  is  reversed;  that  is,  where  the 
letters  would  ordinarily  be  black  and  the  background  white, 
the  plate  is  so  made  up  that  the  letters  are  white  and  the  back- 
ground black.  An  example  of  a  reverse  plate  is  shown  in  the 
Ideal  advertisement  on  page  395. 


PRINTING  PLATES  AND  PAPERS 


395 


What^  a  Banquet? 

says  {Qo66u 

for  me  it's 
a  bottle  of 
milk  and  a 
package  of 

POST 
TOASTIES 


GHOGOLAT 


ALMOND    B^RS 


■^^'-^^^ 


G H  O  C G  LA t  E    •  C O  M  P  AN  Y  > 


Fig.  14. — Comparison  of  reverse  plate  with  another  advertisement  of  the 
size  set  in  the  usual  way — black  type  on  white  background. 


396  THE  ADVERTISING  HANDBOOK 

In  this  case  a  white  space  was  left  in  the  center  for  type. 
Reverse  effects  may  be  made  striking  and  often  afford  better 
display  than  black  type  against  white  background.  How- 
ever, when  the  type  is  small,  the  printing  rapid  and  the  paper 
of  poor  quahty,  small  white  letters  suffer  as  did  those  in  the 
bottom  border  of  the  Ideal  advertisement.  The  word  Ideal 
in  white  against  a  black  background  is  stronger  than  anything 
in  the  Post  advertisement  of  the  same  size  shown  on  the 
same  page,  but  10-point  type  would  be  perfectly  legible  in 
the  Post  copy,  whereas  that  size  is  almost  lost  in  the  Ideal 
specimen. 

Advertisements  having  a  gray  or  medium  half-tone  back- 
ground are  not  exactly  reverse  plates.  Many  advertisements 
are  made  up  in  this  way  with  the  thought  that  because  most 
backgrounds  are  white  an  occasional  half-tone  background 
with  white  type  relieves  the  monotony.  There  is  something, 
of  course,  in  the  idea  of  getting  away  from  the  usual  effects 
but  unless  the  type  imprinted  on  this  half-tone  background  is 
simple  and  in  a  large  or  medium  size,  the  effect  is  not  a  read- 
able one.  A  great  many  of  the  half-tone  backgrounds  simply 
present  a  flat,  muddy  effect  that  is  not  as  attractive  or  as 
easily  read  as  black  type  against  white  paper. 

The  following  description  is  given  by  an  engraving  con- 
cern as  a  method  of  producing  plates  with  white  lettering 
and  a  half-tone  background: 

"The  figures  are  first  drawn  on  the  background.  A  proof 
is  pulled  from  the  type,  a  line  negative  made  and  printed  on 
the  copper  after  the  print  from  the  half-tone  negative  has 
been  made  and  before  any  etching. 

*'The  engraver  must  have  enough  opaque  background  on 
the  line  negative  of  the  type  to  cover  the  entire  surface  of  the 
half-tone  print,  so  there  will  be  no  possibility  of  any  light 
affecting  it.  In  other  words,  it  is  simply  superimposing  a 
line  print  on  top  of  a  half-tone  print." 

Unless  two  negatives  were  made  of  such  subjects,  the  screen 
of  the  half-tone  would  appear  on  the  lettering,  thus  necessitat- 
ing tooling  that  out. 

The  Howlett  and  Hockmeyer  advertisement,  Figure  15,  is  a 
fair  example  of  half-tone  background  produced  by  the  method 


PRINTING  PLATES  AND  PAPERS 


397 


just  described.  It  will  be  observed  that  the  small  white 
lettering  is  difficult  to  read,  even  when  the  paper  is  of  fair 
quality.     It  is  better  in  planning  advertisements  hke  this  to 


Jt-=^ 


SuEDE-LiKE 

iSuedc-Jtl^c  forsfwrtswiiar  has  tlm  nujifedness 
of  Imthcrwith  asojtdrafje  that  lends  smartness 
and  dlstlnctioa  tosjDort  coats  and  cjar meats 
for  outdoor  wear 

<Suede-^kt,  when  waterproofed  is  quite  the  tkincf 
for  raincoats.  Q)hz  ifenuine  is  stamped  "Suede-Like' 

HtoWLETT  &H0aCMEYERC0. 


Fig.  15. — Example  of  type  lines  reversed  and  superimposed  on  half-tone 

background. 

have  the  copy  brief  and  in  bold  letters,  or  else  leave  part  of 
it  open  for  black  printing  against  a  white  background. 

The  Brunswick  Phonograph  advertisement.  Figure  16,  on 


398 


THE  ADVERTISING  HANDBOOK 


this  page  shows  a  good  combination  of  reverse  effects  at  top 
and  bottom,  for  display  effect.  The  large  amount  of  copy 
has  been  set,  very  judiciously,  in  black  type  Hnes. 


Tlie  Brunswick  Method 
of  Reproduction 


Fig.  16. — Good  example  of  how  to  use  reverse  effects  in  a  large  aavertisement. 

Reverse  plates  are  very  useful  in  circular  work.  For  ex- 
ample, a  drawing  can  be  made  up  in  black  on  white  paper  and 
if  it  is  desirable  to  reproduce  it  in  the  style  of  a  blue-print, 


PRINTING  PLATES  AND  PAPERS 


399 


the  engraver  may  be  instructed  to  "make  up  a  reverse  plate 
of  this,"  and  he  will  furnish  a  plate  which,  if  printed  in  blue 
ink,  will  yield  a  blue  background  with  white  lines,  the  white 
being  merely  the  paper  that  is  left  unprinted. 

Wash  Drawings. — A  wash  drawing  is  an  illustration  that 
simulates  photography  in  that  instead  of  being  in  sharp  lines 
or  in  dots  and  lines,  the  work  is  done  with  a  brush  and  with 


Fig.  17. — Typical  Ben  Day  screens  or  tints. 

varying  mixtures  of  black  and  white,  so  that  tones  rather  than 
lines  are  produced.  Wash  drawings  must  be  reproduced  by 
the  half-tone  process.  Figure  11  is  a  good  example  of  illustra- 
tion produced  by  the  aid  of  a  wash  drawing. 

Clay  and  Metal  Modeling. — Illustrations  and  display  letter- 
ing are  sometimes  done  in  clay  or  metal  by  means  of  modeling 
and  half-tones  made  of  these  unusual  effects.  The  procedure 
is  to  take  a  photograph  of  the  model.     By  this  method  a 


400 


THE  ADVERTISING  HANDBOOK 


sreat  variety  of  designs  can  be  faithfully  reproduced.  A  pho- 
tograph can,  for  example,  be  taken  of  the  bark  of  a  tree  or  a 
concrete  surface  and  any  desired  lettering  executed  on  the 
photograph  before  the  printing  plate  is  made. 

Ben  Day  Effects. — Both  illustrators  and  engravers  make  use 
of  Ben  Day  effects.  The  Ben  Day  process  gets  its  name  from 
its  inventor.     The  process  is  a  system  of  screens  or  tints  which 


Fig.   18. — Illustrating  the  use  of  various  Ben  Day  screens.     One  figure  is 

plain  silhouette. 

may  be  easily  transferred  to  the  outlines  of  drawings  or  plates. 
A  great  variety  of  Ben  Day  screens  are  available.  The  ex- 
hibit on  page  399  shows  six  of  the  effects  most  commonly 
used  and  the  exhibits  of  the  Piper  Boy  illustration  on  this 
page  show  the  application  of  several  of  these  shading  effects. 
Such  lining  or  stippling  can  be  closely  duplicated  by  ink  and 
is  often  done  that  way  but  is  much  more  quickly  and  evenly 


PRINTING  PLATES  AND  PAPERS 


401 


done  by  the  Ben  Day  process.  An  illustrator  can  make  up 
drawings  in  outline,  leave  such  textures  as  clothing,  hats, 
wall  paper,  etc.  as  open  space  and  instruct  the  engraver  just 
what  Ben  Day  shading  to  put  into  these  spaces.  Any  first- 
class  engraving  house  can  take  care  of  orders  calling  for  the 
use  of  Ben  Day  tints. 

Silhouette  Cuts. — Silhouette  cuts  may  be  soUd  black  figures 
against  a  white  background  or  solid  white  figures  against  a 
black  background.  See  one  of  the  figures  in  the  Ben  Day 
exhibit,  Figure  18.     Sometimes  silhouettes  are  ingenious  com- 


Fig.  19, — Striking  effect  produced  by  showing  white  goods  on  black  silhouette 
figures.     The  contrast  is  excellent. 

binations  of  both  the  white  silhouette  method  and  the  black 
silhouette  method.  Such  illustrations  stand  out  strongly 
because  of  their  simplicity  and  great  contrast.  An  example 
is  afforded  in  Figure  19. 

A  new  form  of  silhouette  illustrations  known  as  *' shaded 
silhouette"  has  come  into  use  in  the  last  few  years.  The  ex- 
hibit in  Figure  20,  page  402,  is  a  good  example.  Such  illus- 
trations are  made  up  by  the  usual  half-tone  process,  the 
shading  being  accomplished  merely  by  a  method  of  shading  and 
lighting  at  the  time  of  taking  the  original  photograph.  The 
chief  advantage  of  this  style,  apart  from  its  novelty,  is  that 
it  has  almost  the  strength  of  the  solid  black  silhouette  while  at 
the  same  time  possessing  greater  naturalness;  the  illustration 
seems  to  be  taken  directly  from  a  photograph  as,  in  fact,  it  is. 

Phantom  Half -Tones. — When  it  is  desirable  to  have  a  half- 
tone illustration  show  details  that  would  not  be  visible  in  the 
usual  view  of  the  apparatus,  the  engravers  can  make  up  what 
is  known  as  a  ''phantom  half-tone."     The  example  on  page 

2G 


402  THE  ADVERTISING  HANDBOOK 


Fig.  20. — "Shaded  silhouette"  effect  that  is  distinctive  and  realistic. 


Fig.  21. — Example  of  "phantom"  half-tone  illustration. 


PRINTING  PLATES  AND  PAPERS  403 

402  Figure  21,  shows  the  treatment.  Sometimes,  as  here  sug- 
gested, such  an  illustration  may  suggest  other  features  besides 
interior  features  of  a  machine.  The  outlines  of  the  "phan- 
tom" are  always  shown  lightly  so  that  they  do  not  interfere 
with  the  remainder  of  the  illustration.  Phantom  half-tones 
often  aid  materially  in  visualizing. 

THE  HANDLING  OF  DRAWINGS  AND  PHOTOGRAPHS 

Reduction  of  Drawings. — An  engraver  can  make  up  a  plate 
the  actual  size  of  the  drawing  or  photograph  sent  him  or  he  can 
reduce  or  enlarge  the  size.  It  is  better  not  to  have  cuts  made 
larger  than  the  original  copy,  because  the  flaws  of  the  original 
drawing  or  photograph  will  be  magnified  if  the  original  copy  is 
magnified.  It  is  much  better  to  have  the  drawing  or  photo- 
graph one-half  larger  than  the  size  of  the  plate  desired,  or 
twice  as  large.  Sometimes  illustrators  make  up  their  drawings 
five  or  six  times  as  large  as  the  finished  production.  By  this 
plan,  slight  flaws,  such  as  rough  lines,  will  usually  be  ehminated 
or  greatly  diminished  when  the  reduction  is  made.  In  the 
case  of  small  photographs,  it  is  better  to  have  the  photograph 
itself  enlarged,  if  necessary,  and  retouched  before  making  up 
a  half-tone. 

There  is  one  thing  to  guard  against  in  making  a  drawing 
much  bigger  than  the  actual  illustration  is  to  be  and  that  is 
the  temptation  to  put  in  considerable  detail  which  possibly 
will  not  come  out  well  when  the  design  is  reduced  to  a  very 
small  size.  The  getting  of  strong,  simple  effects  in  advertise- 
ment illustrations,  cover  designs,  etc.  is  one  of  the  real  prob- 
lems of  advertising. 

Figuring  the  Reduction  of  Photographs  or  Drawings. 
Figure  22  on  page  404  shows  the  method  of  marking  a  drawing 
for  reduction.  By  drawing  a  line,  using  a  string  or  else  mark- 
ing faintly  with  soft  pencil  (it  is  better  to  use  the  back  of  a 
photograph  and  to  use  the  pencil  very  lightly  at  that)  from  one 
corner  of  a  perfect  rectangle,  it  is  comparatively  easy  to  see 
that  the  width  of  any  reduction  will  be  in  proportion  to  the 
depth  or  height.  The  full  size  of  the  rectangle  on  page  404 
is  3J^  inches  by  23^  inches.     Suppose  it  is  desired  to  get  from 


404 


THE  ADVERTISING  HANDBOOK 


this  a  reduction  with  the  larger  dimension  23^^  inches.  After 
drawing  the  line  from  one  of  the  upper  corners  to  one  of  the 
lower  corners,  it  is  only  necessary  to  mark  off  2J^  inches  on 
the  upper  edge  and  lower  edge  and  draw  a  line  from  one  of 
these  points  to  the  other,  e  to  d.  Where  this  straight  line  crosses 
the  line  from  one  corner  of  the  drawing  to  the  other  will  in- 
dicate the  other  dimension  of  the  reduced  rectangle. 


3%!" 


Size  of  original  drpimna. 


y 


xT 


Trf^^f'^!Vfr^yyr*^;'^';'^^rTTfj^!iT!^rr^';^^^^9rTTTT^ 


Engrai^/ngl 


A^ 


lUn 


B 


5 


2'/2. 


Fig.  22. 


Reductions  must  always,  of  course,  be  in  proportion.  That  is, 
with  a  10"  X  6''  rectangle,  if  the  greater  dimension  is  reduced  to 
73-^  inches,  the  other  dimension  must  come  down  to  4J^  inches, 
which  means  that  both  dimensions  have  been  reduced  one- 
fourth.  A  plate  ly^"  X  5"  inches  cannot  be  made  from  a 
10''  X  ^"  figure  unless  the  form  of  the  original  drawing  is 
altered  or  a  portion  of  it  covered. 

Marking  Photographs  and  Drawings  for  Reduction. — The 
example  on  page  405  shows  how  a  photograph  or  drawing  is 
marked  for  reduction.  It  is  necessary  to  mark  only  one 
dimension,  as  the  other  must  come  in  proportion.    But  be 


PRINTING  PLATES  AND  PAPERS 


405 


sure  to  use  arrows  that  indicate  the  points  from  which  the 
reduced  dimension  is  to  be  figured,  and  if  a  photograph  is  to 
be  ''cropped"  (non-essentials  trimmed  away),  this  should  be 
clearly  indicated  by  a  hne  on  the  front  or  by  a  line  on  the 
back  with  a  note  calUng  attention  to  it. 


Fig.  23. — Illustration  marked  for  reduction  to  SM  in. 

Adjusting  Size  of  Photograph. — Where  a  number  of  photo- 
graphs are  to  be  used  in  the  same  design,  it  is  often  necessary 
to  readjust  their  sizes  by  having  some  of  the  photographs  en- 
larged or  having  others  reduced.  Engravers  can  handle  this 
work  for  advertisers  if  they  are  given  proper  instructions. 


406  THE  ADVERTISING  HANDBOOK 

There  are,  of  course,  many  occasions  when  it  is  desirable  to 
have  photographs  of  different  sizes  as,  for  example,  when  a 
close-up  view  of  an  automobile  may  be  shown  while  in  another 
part  of  the  same  design  a  prospective  view  of  the  machine  in 
action  is  shown.  Something  in  cost  is  saved  if  all  original 
photographs  can  be  had  in  just  the  size  and  proportion  that 
would  make  up  a  good  design. 

Silver-Printing. — A  process  in  commercial  art  by  which 
much  time  is  saved  and  accuracy  of  detail  assured  A  photo- 
graph is  taken  and  the  print  made  on  paper  previously  sensi- 
tized with  nitrate  of  silver.  The  artist  draws  over  the  print 
— accenting  or  ehminating  parts  as  required.  The  print  is 
then  bleached  in  a  solution  of  bichloride  of  mercury.  Nothing 
is  left  of  the  original  photograph.  The  drawing  remains  and 
the  line  cut  is  made  from  that.  It  is  advisable  to  wash  the 
drawing  in  water  to  stop  the  action  of  the  bichloride.  The 
photograph  may  be  taken  direct  from  the  object  to  be  repro- 
duced or  from  a  print,  photograph  or  drawing.  In  each  case 
the  process  of  drawing  and  bleaching  is  the  same. 

Painting  and  Tooling. — Half-tones  can  be  made  from  photo- 
graphs of  ordinary  quality.  To  get  the  best  results,  however, 
it  is  desirable,  after  getting  as  good  photographs  as  possible, 
to  retouch  or  paint  them.  This  process  enables  the  illustrator 
or  engraver  to  eliminate  undesirable  features  from  the  pictures 
and  to  bring  out  more  sharply  the  features  to  which  it  is 
desirable  to  give  emphasis.  Figures  24  and  25  shows,  first,  a 
half-tone  made  from  a  photograph  just  as  it  came  to  the 
engraver.  The  second  exhibit  shows  the  photograph  after 
it  has  been  painted  and  retouched  to  ehminate  undesirable 
details  and  to  bring  out  other  details  more  clearly.  Auto- 
mobiles and  human  figures  can  be  painted  into  home  scenes. 
Shrubbery  and  driveways  can  be  added;  in  fact,  almost  any- 
thing that  the  advertiser  thinks  is  appropriate.  In  the  case 
of  photographs,  a  person's  features  can  be  radically  changed  by 
wash  drawing  so  as  to  conceal  the  identity,  if  so  desired.  This 
is  often  done  to  prevent  possible  complaints  from  persons 
whose  photographs  were  used  in  an  unauthorized  way.  It  is 
desirable,  of  course,  to  have  all  such  additions  appear  as 
natural  as  possible. 


PRINTING  PLATES  AND  PAPERS 


407 


Fig.  24.— Illustration  from  unpainted  photograph. 


Fig.  25. — Illustration  from  painted  photograph.     Note  changes  in  rear  of 

machine. 


408  THE  ADVERTISING  HANDBOOK 

One  real  risk  in  retouching  and  painting  is  that  sometimes 
too  much  work  will  be  done  and  the  half-tone  illustration 
will  lack  realism — will  show  that  it  has  been  changed  con- 
siderably from  the  original.  The  amount  of  retouching  that 
is  desirable  depends,  of  course,  to  a  large  extent  on  the  nature 
of  the  subject.  The  art  work  of  this  kind  that  may  be  done 
on  a  photograph  may  run  all  the  way  from  a  dollar  to  fifteen 
or  twenty  dollars,  depending  on  the  character  of  the  subject. 
In  order  that  there  may  be  no  misunderstanding  as  to  such 
costs,  it  is  desirable  to  either  instruct  the  engravers  beforehand 
as  to  just  what  retouching  and  painting  is  to  be  done,  or  to  get 
their  suggestions  as  to  the  necessary  work  and  a  general  esti- 
mate of  the  cost. 

Necessary  Details  in  Ordering  Half-Tones. — In  ordering 
half-tones,  the  following  details  should  be  observed: 

1.  Let  references  to  the  photographs  or  drawings  be  unmistakable  by 
numbering  or  lettering  these  exhibits  on  the  back  and  using  these  numbers 
in  ordering. 

2.  Give  the  exact  width  or  depth  desired  for  the  plate. 

3.  Instruct  as  to  mortising,  if  mortising  is  to  be  done. 

4.  Give  the  screen  desired  for  the  half-tones  or  send  the  engraver  a 
specimen  of  the  paper  on  which  the  half-tones  are  to  be  printed. 

5.  Be  specific  as  to  what  retouching,  painting,  border  treatment,  or 
other  art  work  is  to  be  done. 

6.  Last  but  not  least,  give  the  engraver  plenty  of  time  to  do  the  work 
properly. 

Mounting  of  Plates. — Most  plates  are  mounted  on  wooden 
blocks,  the  wood  being  carefully  selected,  seasoned  and  planed 
down  to  a  standard  height.  A  great  many  plates,  however, 
particularly  those  for  newspaper  use,  are  ordered  unmounted 
and  are  sent  out  flat.  Occasionally,  plates  are  mounted  on  a 
solid  metal  base. 

DISTINCTIVE  TYPES  OF  ENGRAVINGS 

Hand  Stipple,  Spatter,  Ross-Paper. — Illustrations  are 
frequently  made  up  with  dotted  effects  or  spatter  work,  pro- 
duced by  hand  or  by  the  use  of  Ross-paper.  AU  artists  are 
familiar  with  the  technique  of  using  dots  or  stipple  work  rather 
than  lines   to   indicate   shades  or  other  illustrative  values. 


PRINTING  PLATES  AND  PAPERS 


409 


F9r  Everlasbinq  Concrete  You  Need   ^^^^ 
the  Best  Sand  .Stone  and  Cement^^'^'TN. 

ALPHA 

THE  GUARANTEED 
PORTLAND 

^^m:  jF^K^     [CEMENT 

V       "^  »':S-kv  »S  ,««X^^Mk\       -A^v      94LBS.NET2I0I* 

You  <:an  get  from  us  everj^hing  you  need  for  making 
everlasting  concrete  improvements.  Our  sand  is  sharp 
and  free  from  dirt;  our  crushed  stone  and  gravel' 
come  from  the  best  quarries  and  pits,  and  our  cement  is  the 
brand  that  always  gives  satisfaction.  Architects  and  engineers 
like  to  see 

ALPHA'SfTCEMENT 


go  into  a  job.  because  they  know 
that  every  bag  is  warranted  to  more 
than  meet  the  United  States  Govern- 
ment  standard  for  strength  etnd  every 
other  recognized  test. 

When  you  make  concrete  in  the 
right  way  with  our  good  sand  and 
•tone  and  ALPHA  Cement,  you.can 
be  sure  that  your  work  will  be 
everlasting. 


Our  prices  will  interest  you.  ALPHA 
Cement  costs  no  more  than  any 
other  high-grade  cement,  although 
ALPHA  while  being  made  is  tested 
every  hour,  day  and  night,  by 
chemists  who  certify  to  its  strength 
and  purity.  Our  sand  and  stone 
are  sold  on  the  smallest  margin. 
We  shall  be  glad  to  help  you  figure 
how  much  you  will  need  for  any 
kind  of  job. 

Call  and  talk  over  with  us  the  work  that  you  are  planning.  We  can 
give' you  plans  for  bams,  silos,  garages,  poultry  houses,  steps,  floors,  etc.. 
and  also  supply— free— the  valuable  80-page  book.  "ALPHA  Cement- 
How  to  Use  It." 

Dealer's  Name  Here 


CONCRETE  FOR  PERMANENCE 


Fio.  26. — The  sand  in  this  illustration  is  represented  by  hand-stippling. 
This  is  also  a  good  example  of  a  plate  furnished  retail  dealers  by  manu- 
facturers. Observe  that,  though  furnished  by  a  cement  manufacturer,  the 
advertisement  deals  with  sand  and  stone,  which  makes  it  more  likely  that  the 
plate  will  be  used. 


410  THE  ADVERTISING  HANDBOOK 

Ross-paper  is  a  rough-surface  paper  on  which  lines  or  dots 
have  been  prepared  by  machinery.  The  illustrative  effects 
are  produced  by  using  pencil,  pen  or  brush  and  darkening 
certain  portions  of  the  paper  or  by  scratching  away  the  sur- 
face of  the  paper  so  as  to  produce  pure  white  values.     This 


Fig.  27. — Example  of  Ross-paper  illustration. 

description  applies  to  the  kind  of  Ross-paper  that  comes  with 
certain  shadings  already  provided.  There  is  another  kind 
that  is  pure  white  and  the  shaded  effects  are  produced  by 
passing  pencil  or  crayon  over  the  rough  surface. 

The  examples  on  pages  410  and  411  are  good  examples  of 
hand-stippling,  spatter,  and  Ross-paper  illustrations. 

Spatter  work  is  executed  by  snapping  a  brush  over  the 


PRINTING  PLATES  AND  PAPERS 


411 


portions  of  the  drawing  to  be  shaded.     The  areas  not  to  be 
*' spattered"  are  protected  by  a  shield. 

Wood  Engravings.-^In  Figure  29  is  an  excellent  illustration 
of  the  wood  engraving,  a  form  of  illustration  that  was  used 
extensively  before  the  days  of  acid-etched  printing  plates. 
Though  wood-engraving  is  a  somewhat  slow  and  expensive 


Fig.  28. — Spatter  treatment  combined  with  mass-shading. 


kind  of  plate-making,  the  artist  cutting  the  image  in  relief  on 
a  solid  block  of  wood,  it  is  a  distinct  art  in  itself  and  many 
beautiful  examples  may  be  found.  Within  the  last  few  years 
a  number  of  advertisers  have  returned  to  the  use  of  wood- 
engravings,  because  of  its  distinctiveness  and  because  electro- 
types from  wood  engravings  have  fine  printing  qualities.  As 
wood  engravings  are  made  by  hand,  they  should  not  be  used 


412 


THE  ADVERTISING  HANDBOOK 


Gunningf  Pheasant  hunting 
may  be  the  finest  of  the  sports— 

but  shooting  for  prospects  with  the  Mim- 
eograph also  has  its  thrills.    Five  thou- 
sand shots  an  hour  this  business-bagging 
repeater  fires.    And  every  shot  goes  to 
where  it  is  addressed — sent  at  maximum 
speed  and  minimum  cost.    Letters,  diagrams, 
maps,  bulletins,  forms  and  the  like  are  Mimeographed 
now  as  they  have  never  been  Mimeographed  before. 
Neater— htiitx  u^ork  has  been  the  aim  of  every  improve- 
ment.  You  don't  know  what  the  Mimeograph  can  do  if 
you  haven't  recently  seen  the  Mimeograph  in  operation. 
With  it— the  cherished  plan  of  this  hour  becomes  the  business- 
getting  policy  of  the  next— departures  from  the  beaten  track  are 
invited  by  this  ready  and  cheap  means  for  their  quick  accomplish- 
ment— and  dreaded  emergencies  disappear  in  an  easy  routine.    Five 
thousand   shots  an  hour — bringing  down  overhead  and  bagging 
bigger  businessi    Others  are  gunning— why  Dot  you?    Get  book- 
let "'L"  from  A.  B.  Dick  Company,  Chicago— and  New  York. 


niMEei^ArH 


Fig.  29. — Good  example  of  illustration  from  wood  engraving. 


PRINTING  PLATES  AND  PAPERS 


413 


in  printing.     The  original  should  be  preserved  as  a  pattern 
plate  and  electrotypes  used  for  press  work. 

In  Figure  30  is  an  excellent  imitation  of  wood  engraving. 
This  is  printed  from  a  zinc  plate  made  from  a  line  drawing 
executed  in  the  ''wood  engraving"  style. 


Fig. 


30.— Illustration  in   close   imitation  of   wood   engraving, 
print  well. 


Such   cuts 


Outline  Illustrations. — The  outline  drawing  makes  excellent 
copy  for  line  plates,  as  the  drawings  consist  of  simple  lines. 
Many  advertisers  use  outline  drawings  largely.  Others 
combine  outline  drawings  with  shaded  drawings  and  get  excel- 
lent results.  Each  then  stands  in  contrast  with  the  other. 
Figure  31  is  a  good  example  of  outline  illustration. 

Mass-Shaded  Copy. — An  exceedingly  popular  kind  of 
drawing  is  the  heavily  shaded  kind  known  as  mass-shaded. 
The  contrasts  are  very  strong,  and  as  there  are  few  or  no  fine 


414  THE  ADVERTISING  HANDBOOK 

lines  to  be  reproduced,  good  plates  can  be  easily  made.  Fur- 
thermore, such  plates  afford  good  displays,  even  when  the 
printing  is  rapid  and  on  cheap  paper.  Figure  1  is  a  good 
example  of  massed  shaded  illustrations.  Figures  23  and  28 
also  show  mass  shading. 


Fig.  31. — Outline  cuts  afford  delicate  illustrations  but  print  well. 

Tint  Blocks. — The  name  of  the  tint  block  reveals  its  char- 
acter. It  is  a  printing  plate  designed  to  give  a  tint  or  faint 
color  to  some  part  of  a  composition.  That  tint  may  be  the 
background  for  the  whole  or  a  part  of  an  illustration  or  the 
tint  may  be  a  panel  background  on  which  type  in  a  heavier 
color  is  to  be  printed. 

The  tint  plate  may  be  a  perfectly  flat  piece  of  metal  or  it 
may  have  a  grained  or  half-tone  effect,  according  to  the  effect 
desired  in  the  printing.  If  it  is  a  flat  plate,  of  course  the  tint 
has  to  be  secured  by  the  use  of  a  pale  ink,  whereas  if  a  plate 
has  a  grain  or  screened  surface,  the  ink  may  be  heavy  but  the 
white  spots  showing  through  the  impression  when  the  plate 
has  been  printed  will  give  a  tintline  effect. 

Double-color  Effect  with  one  Plate. — A  method  of  getting 
at  one  printing  what  at  first  glance  seems  to  be  a  2-color  effect 
is  that  of  having  part  of  a  plate  print  perfectly  flat  so  that  a 
full  amount  of  ink  is  carried  and  impressed  on  the  paper, 


PRINTING  PLATES  AND  PAPERS 


415 


416 


THE  ADVERTISING  HANDBOOK 


while  other  parts  of  the  plate  have  a  surface  that  is  stippled  or 
screened ;  when  these  screened  surfaces  are  printed  considerable 
white  shows  between  the  Hnes  or  dots  printed.     Figure  32,  a 


Pardonable  Pride 


rr  is  only  just,  after  all, 
that  smokers  should  re- 
alize what  tremendous  pride 
the  General  Cigar  Co.,  Inc., 
takes  in  Robt.  Bums. 

This  pride  alone  will  al- 
ways be  a  sufficient  guaranty 
of  theuniformly  high  quality 
of  Robt.  Bums. 

To  the  makers  of  mild 


Robt.  Bums  any  compro- 
mise of  quality  is  out  of  the 
question,  now  and  for  all  time. 

Perhaps  this  attitude  explains 
why  Robt.  Burns  is  the  only 
cigar  with  a  full  Havana  filler 
which  has  achieved  natiortal 
standing. 

DBPESDABLB    CIGARS 

1147  North  4th  Street 
Phi  adelphia.  Pa. 


HAVE  YOU  TRIED  ONE  LATELY?  . 


OXlcii!^  (^^^^(nrr^  CUci^ar 


National  siie8-2  for  25c  and  15c         */  , ,  ^Z'TJ''''^   , ,  k 

i  for  25c  (IJc  lor  I )  -s 


Fig.  33. — The  treatment  of  the  hands  and  background  of  this  illustration 
show  the  almost  unending  variety  possible  in  line  drawing. 

small  blotter  design,  makes  this  clear.  This  plate  was  made 
to  print  in  green.  The  parts  here  showing  in  full  black  gave  a 
dark  green  effect  when  the  green  ink  was  used,  while  the  lighter 


Plate  I. — Coarse  Halp-tone  and  Line  Plate  on  Newspaper 

This  is  a  specimen  of  ordinary  new»-print  paper.  Such  paper  usually  comes  in  large 
rdla  but  can  be  had  in  flat  sheets.     Paper  of  this  quality  requires  coarse  screen  half-toftes. 

The  lower  exhibit  shows  the  importance  of  using  line  cuts  with  simple  strong  values 
when  the  illustrations  are  small. 


Via.  36. — Printed  from  65-line  screen   half-tone  finished   square  with   line 

around. 


PlO.  37. — ^Line  plate  illustration  showing  sinjple  ^irbiig  effects  obta'-nable  on 

rough  stock. 


itr"* 


'SBB^. 


Plate  II. — Half-tones  of  Moderate  Fineness  on  Machine  Finished 

Paper. 


This  paper  is  what  is  known 
as  machine  finished  paper  of  fair 
grade.  Such  paper  is  used  largely 
for  low-priced  books,  catalogs,  the 
supplements  of  newspapers,  etc. 


Fig.  38.  xr^.u  ;.^..  .^..o  uf  100- 
line  screen  finished  square  without 
line. 


Half-tones  of  100-line  screen  and 
120-line  screen  can  be  used  on  this 
quality  of  paper. 


Fig.  39. — ^From  oval  half-tone  of 
120-lihe> ec^oeji 'with  edgear^siyength- 
ened  by'plaWline.  ^  '>*  -^ 


Plate  III. — Half-tone  on  Supercalendared  Paper. 

This  is  a  specimen  of  supercalendared  paper  usually  referred  to  as  "super."  This 
paper  is  a  grade  higher  than  paper  of  machine  finish  but  is  not  smooth  enough  to  give 
the  very  best  results  in  half-tone  illustration.    Vignetted  half-tones  should  not  be  used. 

Where  supercalendared  paper  has  a  sizing  to  increase  its  smoothness,  it  is  referred 
to  as  sized  and  supercalendared,  or  as  "S.  &  S.  C." 


Fig.  40. — From  half-tone  of  133-line  screen  wiilx  hp^rc/yri^te  lin,©' border. 

(^Following  Insert  Platte  11)^  ^ 


Plate  IV. — Half-tones  of  from  150-  to  200-line  Screen  on  Coated 

Stock. 


Fig.  41. — From  vignetted  half-tone 
of  150-line  screen. 


Fig.  42. — From  vignetted  half- 
tone of  175-line  screen,  finished  with 
square  base. 


Fig.  43. — From  square  finished 
half-tone  of  200-line  screen  strength- 
ened by  band  border. 


This  is  a  specimen  of  coated  or 
enamel  paper  of  high  grade. 

This  paper  has  a  "filhng"  and 
is  so  treated  that  it  has  an  un- 
usually smooth  surface  for  half- 
tone printing.  Coated  papers 
break  easily  unless  folded  in  cer- 
tain ways  or  unless  there  is  some 
special  treatment  by  the  manu- 
facturer giving  the  paper  usually 
good  folding  qualities. 

During  late  years  there  has  been 
a  great  advance  in  the  cost  of  this 
quality  of  paper. 

The  exhibits  printed  on  this 
specimen  give  an  idea  of  the  re- 
sults obiiajnablp.  ,  .... 


(Following  Insert  Plate  fit) 


Plate  V. — Open  Background  Half-tone  Illustration  on  Cameo 

Stock. 

This  is  a  specimen  of  a  dull-finish,  or  Cameo,  paper  of  excellent  quaUty. 
It  gives  pleasing  results  in  the  reproduction  of  illustrations  and  yet  lacks 
the  polish  or  the  glare  of  enameled  papers.  Such  stock  will  carry  half- 
tones of  fine  screen  with  good  results  and  the  tint  of  the  paper  adds  rich- 
ness ordinarily  lacking  in  black  printing  on  pure  white  paper. 

The  half-tone  illustration  is  a  good  example  of  the  improvement  possi- 
ble by  cutting  out  backgrounds,  adding  a  simply  drawn  border  and  using 
a  fine  screen.  Compare  with  the  same  illustration  on  the  specimen  of 
news-print  paper. 


Fig.  44. 


(Following  Insert  Plate  IV) 


Plate  VI. — Ruffstock  Half-tone  on  Antique  Finish  Book  Paper. 

Such  paper  is  vised  to  large  extent  in  booklets  and  prospectus  work  that  does  not 
call  for  the  use  of  ordinary  half-tones.  It  is  possible,  however,  to  use  this  paper  for  the 
text  portions  of  the  book  and  to  use  separate  sheets  as  inserts  for  the  half-tone  illustra- 
tions, if  these  are  not  numerous,  or  special  half-tones  of  the  kind  here  illustrated  may 
be  used. 

Paper  with  antique  finish  is  easy  on  the  eyes  and  as  the  ink  spreads  a  little,  there  is 
more  strength  to  the  text  than  where  type  is  impressed  on  hard,  enameled  stock. 


Fig.  45. — Example  of  illustration  from.^E^ffskjjk;!'  ,lig,lf-'fea(^j 

XFollowirig  iTiseftPlxtti  V) 


PRINTING  PLATES  AND  PAPERS 


417 


portions  showed  what  appeared  to  be  a  pale  green,  because 
of  the  whitening  effect  of  the  screen  used  on  the  plate.     This 


Fig.  3-^. — Good  example  of  line-plate  illustration  of  distinctive  lettering 
and  lined  background.  Such  backgrounds  are  helpful  in  designing  head- 
pieces or  laying  out  drawn  headlines. 


Discovered 

mcono  ? 

Told  hy  a  Conductor 


Fig.  35. — Silhouette  plates  made  unusual  by  introducing  a  screen. 

change  in  the  values  of  different  parts  of  the  plate  not  only 
threw  the  display  into  contrast  but  actually  made  the  illus- 
trated parts  of  the  design  more  prominent. 

27 


418  THE  ADVERTISING  HANDBOOK 

Figures  33,  34  and  35  afford  further  examples  of  the  great 
variety  in  background  effects  that  illustrators  and  engravers 
can  produce. 

PLATES  FOR  COLOR  PRINTING 

Color  Plates. — Aside  from  the  class  of  printing  known  as 
"process  plates/'  described  in  following  pages  of  this  section, 
there  is  considerable  printing  done  by  means  of  sets  of  plates, 
two,  three,  four  or  more — the  most  common  being  sets  of  two  and 
sets  of  three.  These  plates  may  be  half-tones,  hue  engravings, 
tint-blocks,  etc.  so  laid  out  as  to  print  in  combination.  For 
example,  it  is  common  to  have  a  set  of  plates  to  print  in  blue, 
green  or  buff  in  combination  with  a  black  plate.  The  black 
plale  is  run  on  the  presses  at  the  same  time  the  type  is  printed 
in  black,  and  the  black  plate  is  usually  the  key  plate,  the  color 
plate  being  used  merely  to  give  a  green  or  buff  background,  or 
trim,  to  the  illustrations  and  possibly  being  also  used  for 
borders  to  the  job.  Plates  for  calendars,  cover  designs,  etc. 
are  often  of  this  style.  A  three-color  combination  is  possible 
with  two  plates.  For  example,  if  the  plates  are  to  be  run  in 
black  and  buff,  the  two  plates  may  be  made  to  lap  in  places, 
producing  a  very  pretty  bright  brown  in  addition  to  the  plain 
black  and  the  plain  buff.  This  method  gives  excellent  results 
and  is  economical,  as  but  one  extra  ink  and  printing  is  neces- 
sary. However,  the  character  of  the  work  may  be  such  that  a 
third  set  of  plates,  or  even  a  fourth,  may  be  desirable. 

Color  Process  Plates. — A  great  deal  of  printing  formerly 
done  through  lithographic  processes  or  by  the  use  of  six,  eight, 
ten  or  more  printing  plates,  is  now  produced  through  the  use 
of  what  are  known  as  process  plates.  When  process  plates  con- 
sist of  three,  the  printing  is  known  as  the  three-color  process. 
When  a  fourth  plate  is  used,  as  is  often  the  case,  the  method  is 
referred  to  as  a  four-color  process. 

It  is  not  necessary  for  advertisers  or  writers  of  advertising 
matter  to  be  thoroughly  familiar  with  all  the  technical  side 
of  making  color-plates.  The  really  essential  things  are  given 
here. 

Reproductions  by  either  the  three-color  process  or  the  four- 
color  process  can  be  made  from  any  colored  original  or  object. 


PRINTING  PLATES  AND  PAPERS  419 

Where  a  drawing  in  colors  is  not  available,  it  is  usually  neces- 
sary to  take  a  photograph  or  to  have  a  drawing  made  and 
have  this  carefully  colored  in  just  the  manner  that  the  re- 
production is  to  appear. 

For  a  number  of  years  the  general  practice  in  process  print- 
ing was  to  use  three  plates — a  yellow,  a  red  and  a  blue — 
printing  these  directly  on  top  of  each  other;  but  with  only 
three  plates  it  is  often  difficult  to  get  certain  neutral  tones. 
Therefore,  a  fourth  plate  was  added,  this  printing  certain 
black  effects. 

The  general  principle  used  in  making  color  plates  is  that 
of  using  what  the  engravers  call  "color  filters."  In  the  first 
place,  for  practical  purposes,  all  pictures  are  regarded  as  being 
made  up  in  some  proportion  of  yellow,  red,  and  blue  as  pri- 
mary colors.  While  there  are  different  theories  about  the 
primary  colors,  this  at  least  is  the  practice  in  engraving  and 
printing.  In  making  up  a  plate  that  contains  all  the  yellow 
elements  of  the  picture,  a  color  filter  is  used  to  absorb  or  with- 
hold all  light  rays  but  those  needed  in  making  up  the  yellow 
impression.  Other  color  filters  are  used  to  produce  the  plate 
containing  the  red  elements  in  the  picture  and  still  another 
color  filter  is  used  to  obtain  the  plate  giving  the  blue  elements 
of  the  picture. 

Such  objects  as  flowers,  fruits,  architectural  views  and 
landscape  views  can  be  made  directly  from  the  objects  in  full 
color.  It  is  also  possible  to  make  up  sets  of  three-  and  four- 
color  plates  from  black-and-white  drawings,  if  the  engraver 
is  furnished  a.  complete  description  of  the  colors  that  should 
be  worked  in,  but  the  success  of  such  plates  depends  in  a  large 
degree  on  the  artistic  ability  of  the  engraver.  It  is  very  much 
better  to  furnish  drawings  carefully  executed  in  the  exact 
colors  that  are  to  appear  in  the  finished  printing.  These  origi- 
nals ought  to  be  considerably  larger  than  the  finished  size  of 
the  reproduction. 

Through  the  use  of  an  additional  aid  known  as  "Lumiere 
transparency '^  a  color  record  can  be  made  as  an  original  where 
the  plan  is  to  take  views  of  such  subjects  as  fruit,  flowers  and 
landscapes  directly  from  the  original  scenes.  As  Lumiere 
transparencies  have  the  granular  structure^  they  do  not  afford 


420  THE  ADVERTISING  HANDBOOK 

the  best  means  of  making  the  color  plates.  The  following 
paragraphs  from  ''Plate  Making"  (Zeese- Wilkinson  Company, 
New  York)  give  some  additional  details  as  to  color  photo- 
graphy and  the  making  of  color  plates. 

"Each  negative,  although  not  colored,  records  the  values  and 
gradations  of  the  primary  color  for  which  it  is  made  and,  from  these 
negatives  plates  are  made  which  are  printed  in  that  color.  Color 
record  negatives  are  usually  called  color-separation  negatives. 

''Through  the  discovery  of  special  photographic  dyes,  which  are 
mixed  with  the  emulsion  of  the  sensitive  plate,  these  color  separation 
negatives  can  be  made  very  nearly  correct.  A  certain  amouut  of 
hand  work,  however,  must  be  done  to  improve  and  correct  them. 

"This  work  is  done  later  on,  after  these  negatives  have  been  trans- 
ferred to  metal  by  the  re-etcher  and  finisher.  Illustrations  are 
shown  in  this  book  of  the  flat-etched  plate,  next  to  which  the 
re-etched  plates  are  shown,  and  clearly  demonstrate  the  extent  of 
the  work  necessary. 

"The  photographic  plate  used  for  the  negative  of  the  yellow  print- 
ing plate  is  sensitive  to  reds  and  blues.  A  purple  filter  (A)  retards 
the  action  of  the  yellows. 

"The  photographic  plate  used  for  the  red  printing  plate  is  sensitive 
to  yellows  and  blues,  and  a  green  filter  (B)  retards  the  action  of  the 
reds. 

"The  photographic  plate  used  for  the  blue  printing  plate  is  sensitive 
to  the  yellows  and  reds.  A  red  filter  (C)  prevents  the  action  of  the 
blue  rays  on  the  plate. 

"In  the  four-color  process,  a  photographic  plate  is  used  which  is 
sensitive  to  all  colors,  a  yellow  filter  (D)  retarding  the  action  of 
blacks  and  grays.  This  plate  records  only  the  blacks  and  neutral 
tones. 

"Formerly  glass  positives  were  made  from  these  negatives  and 
from  these  half-tones,  by  placing  them  in  front  of  the  camera  and 
rephotographing  them  through  a  half-tone  screen,  using  transmitted 
light.  Later  developments  have  made  it  possible  to  make  the  color 
separation  and  half-tone  negatives  in  one  operation,  retaining  more 
of  the  middle  tones,  which  were  usually  lost  by  the  former,  or  indirect 
method.  Instead  of  nine  to  twelve  photographic  operations,  for- 
merly necessary,  but  three  or  four  are  now  made,  which  when  printed 
on  metal  will  show  the  yellow,  red,  blue  or  black,  values  of  the  original, 
according  to  the  plate  they  are  intended  for." 

Color  plates  may  be  made  in  any  screen  desired,  according 
to  the  paper  on  which  the  plates  are  to  be  used. 


PRINTING  PLATES  AND  PAPERS  421 

At  present-day  costs,  even  a  very  small  set  of  color  plates 
would  cost  $60  to  $85  for  the  plates  alone.  It  is  presumed 
that  the  advertiser  will  furnish  the  engraver  a  colored  drawing 
or  photograph,  or  will  pay  an  additional  price  for  having  his 
copy  put  into  condition  for  the  making  of  colored  plates. 

ELECTROTYPES 

Ordinary  Electrotypes. — Electrotypes  are  simply  cheaper 
duplicates  of  original  plates.  Electrotypes  can  be  made  of 
half-tones,  Une  plates,  or  combination  plates. 

An  electrotype  is  obtained  by  first  securing  a  mould  of  the 
original  plate.  These  moulds  are  to  a  large  extent  wax 
moulds,  the  wax  being  a  mineral  product  known  as  ozokevite. 
After  a  mould  is  made,  a  thin  shell  of  copper  is  deposited  by 
electrolysis.  This  thin  shell  is  backed  up  with  heavier  base 
metal.  If  the  electrotype  plate  is  then  to  be  mounted,  it  is 
mounted  on  either  wood  or  metal,  in  accordance  with  in- 
structions. First-class  electrotypes  of  the  usual  type  stand 
from  200,000  to  300,000  impressions  of  a  printing  press,  if 
properly  handled.  If  electrotypes  are  made  with  the  copper 
shell  too  thin  they  will  not  stand  great  wear.  Good  electro- 
types cost  today  about  half  as  much  as  plain  half-tone  plates. 

Lead  Mould  Electrotypes. — Electrotypes  made  by  the  lead 
mould  process  are  sometimes  called  Albertypes,  because  of  the 
fact  that  Dr.  Albert  invented  the  lead  mould  process.  This 
process  differs  from  the  wax  mould  process  in  that  the  mould 
is  taken  in  soft  lead,  which  seems  to  give  much  superior 
results.  In  fact,  it  is  claimed  that  electrotypes  made  from 
lead  moulds  can  be  made  so  close  to  the  quality  of  the  original 
plate  that  it  is  impossible  to  tell  the  difference  when  the  two  are 
printed  side  by  side. 

Nickeltypes  and  Steeltypes. — The  special  forms  of  electro- 
types known  as  nickeltypes  and  steeltypes  are  made  up  to  give 
greater  wearing  qualities  and  to  resist  the  coroding  action  of 
certain  colors  of  ink,  notably  red  and  yellow.  These  forms  of 
electrotypes  will  give  several  times  as  much  wear  as  electro- 
types of  ordinary  quality. 

"Steeltype'^  is  merely  a  second  name  for  ''nickeltype," 
as  the  nickel  anodes  used  contain  only  about  10%  of  iron. 


422  THE  ADVERTISING  HANDBOOK 

Such  electrotypes  are  advised  for  type  plates  but  not  for 
half-tones,  because  this  extra  hard  facing  thickens  the  tiny 
dots  of  a  fine  half-tone. 

Electrotypes  for  Book  Jobs. — If  successive  editions  of  a 
catalog,  prospectus,  or  other  book  are  likely  to  be  needed, 
it  will  pay  the  advertiser  to  have  a  set  of  electrotypes  made  of 
the  job.  Some  advertisers  go  further  and  keep  an  original  set 
of  pattern  plates,  which  are  never  used  except  for  making 
electrotypes.  By  having  a  set  of  pattern  plates,  when  the 
first  set  of  electrotypes  is  worn  out  a  new  set  can  be  made 
from  the  pattern  plates  without  going  to  the  large  expense  of 
having  the  book  entirely  reset.  Not  only  does  this  effect  a 
large  saving  in  printing  cost  but  it  makes  it  possible  to  order  a 
reprint  of  a  good-sized  catalog  or  book  quickly.  This  plan 
would  not,  of  course,  be  advisable  if  subsequent  editions  of 
the  book  are  likely  to  be  very  different  from  the  first  editions. 
However,  even  if  only  certain  portions  of  the  book  are  hkely 
to  be  reprinted  several  times,  it  is  advisable  to  have  electro- 
types, or  perhaps  both  pattern  plates  and  electrotypes,  made 
of  these  jobs. 

Solid  Electrotypes. — Where  it  is  desirable  for  a  local  ad- 
vertiser to  maintain  a  certain  type  of  border  in  his  newspaper 
advertising,  it  pays  to  have  this  border  mounted  on  a  solid 
metal  base.  This  will  prevent  the  border  from  being  bent 
up.  It  is  easily  possible  to  mount  illustrative  plates  on  a  solid 
metal  base.  This  process  is  known  as  ''sweating."  The 
metal  base  has  an  advantage  over  wooden  bases  in  that  there 
is  no  wood  to  crack  or  warp  and  no  nails  to  pull  out.  The 
objection  to  solid  electrotypes  is  the  great  weight.  This, 
therefore,  restricts  their  use  largely  to  local  advertising. 
Where  the  plates  must  be  sent  some  distance,  it  is  better  to 
have  them  simply  on  a  moderately  thick  metal  backing 
suitable  for  stereotype  work  or  for  mounting  on  a  patent  block. 
When  plates  are  made  for  mounting  on  a  patent  block,  they 
are  usually  put  on  a  11-point  base. 

Duraplates. — A  new  form  of  printing  plate  known  as  dura- 
plate  is  coming  into  use.  This  is  described  by  the  makers  as 
a  phenolic  condensation  product.  The  material  is  very  light 
and  somewhat  resembles  a  phonographic  record.     The  print- 


PRINTING  PLATES  AND  PAPERS  423 

ing  surface  gives  a  very  clean  reproduction  and  the  plate  itself 
will  stand  a  great  deal  of  abuse,  being  broken  only  with  some 
difficulty  and  can  be  dropped  to  the  floor  without  damage. 
One  of  the  chief  advantages,  of  course,  is  that  of  saving  in 
postage  charges.  Fine  half-tone  screens  as  well  as  line  effects 
can  be  reproduced  on  duraplates.  While  this  plate  has  not  been 
generally  adopted  by  advertisers  as  a  substitute  for  electro- 
types, the  tests  so  far  made  show  it  to  have  good  wearing  quali- 
ties, and  its  use  is  likely  to  grow  steadily. 

MISCELLANEOUS  INFORMATION  ON  PRINTING  PLATES 

Engravers*   Proofs   That  Printers   Cannot   Match. — Some 

publishers  ask  engravers  to  refrain  from  furnishing  proofs 
on  very  fine,  coated  paper,  for  the  reason  that  they  cannot 
match,  on  ordinary  paper,  these  unusual  effects  and  prefer 
to  have  engravers'  proofs  that  give  approximately  the  printed 
values  of  the  pubfished  advertisement. 

Advertisements  and  Illustrations  of  Editorial  Style. — 
Many  of  the  highest  grade  publications  refuse  to  accept  ad- 
vertisements that  are  either  set  up  or  illustrated  in  a  manner 
to  indicate  that  the  material  may  be  an  editorial  or  article 
printed  for  the  so-called  reading  pages  or  columns  of  the  publi- 
cation. 

Disadvantage  of  Half-tones  with  Plain  Edge. — Half-tone 
plates  that  have  a  delicate,  light  edge  do  not  give  satisfactory 
results  in  printing  large  editions  of  periodicals.  It  is  better  to 
have  at  least  a  thin  border  line  to  protect  the  edge  of  the  plate. 

Unmounted  Plates  for  Large  Magazines. — Newspapers 
are  not  alone  in  requesting  unmounted  plates.  A  number  of 
the  larger  magazines  which  now  print  from  curved  electro- 
types and  with  rapid  presses  ask  for  unmounted  plates  and 
insist  on  having  all  plates  originals.  Such  pubHcations  may 
decline  to  receive  combination  plates  made  up  separately  and 
nailed  on  a  wooden  base,  as  these  have  to  be  unmounted  by 
them  and  remounted  on  metal. 

Mortises. — ^A  place  cut  out  of  the  plate  in  which  to  set  type 
is  known  as  a  mortise.  Mortises  may  be  perfect  squares  or 
rectangles  or  they  may  contain  a  number  of  angles,  according 
to  the  nature  of  the  advertisement.     An  angular  mortise  costs 


424  THE  ADVERTISING  HANDBOOK 

more  than  the  cutting  out  of  a  plain  rectangle.  The  mor- 
tise in  a  cut  may  cost  all  the  way  from  fifteen  cents  up  to  fifty 
or  seventy-five  cents,  depending  on  the  extent  of  the  mortise 
and  the  difficulty  encountered  in  cutting  it  out. 

Where  mortised  electrotypes  are  to  be  furnished  from  origi- 
nal plates,  it  is  better  not  to  mortise  the  original  plate,  as  a 
mould  can  be  taken  from  an  unmortised  plate  somewhat 
better  than  from  a  mortised  one. 

In  ordering  plates  to  be  mortised,  care  should  be  taken  to 
leave  all  edges  of  wood  strong  enough  to  hold.  It  is  exceed- 
ingly common  for  advertisers  to  mortise  out  plates  and  leave 
such  thin  strips  of  wood  as  a  base  for  a  border  that  the  plate 
breaks  up  after  a  little  use. 

In  indicating  a  mortise  it  is  better  to  take  a  proof  of  the 
design  and  to  draw  pencil  marks  on  the  face  of  the  proof, 
showing  just  where  the  mortise  is  to  be  made. 

Plates  for  Full  Column  Width. — Where  plates  are  to  be 
mounted  on  wooden  blocks,  it  must  be  kept  in  mind  that  the 
engraver  or  electrotyper  must  have  some  space  in  which  to 
put  nails.  If  the  borders  of  the  design  are  to  extend  to  full 
column  width,  the  advertiser  must  leave  some  available  space 
inside  the  borders  in  which  nailing  can  be  done .  The  advantage 
of  not  having  borders  go  to  the  full  column  width  is  that  this 
leaves  a  little  space  around  the  outer  edges  of  the  cut  suitable 
for  nailing,  and  usually  when  such  a  plate  is  printed,  the  small 
strip  of  white  space  between  the  border  and  the  column-rules 
of  the  publication  really  helps  the  display.  However,  there  is 
no  reason  why  the  advertiser  may  not  have  his  border  or 
illustration  go  to  the  extreme  column  width  if  he  will  leave 
available  nailing  space  on  the  plates  somewhere  inside  the 
borders. 

Routing,  Screening  Down  and  Restoring. — An  engraver 
can  be  instructed  to  rout  out  any  border,  part  of  illustration, 
etc.  that  is  not  wanted  in  the  finished  plate.  All  that  is 
necessary  is  to  give  him  careful  instructions  as  to  what  is  to 
be  removed.  He  can  also  screen  down.  That  is,  make  fainter 
any  background,  border  or  other  part  of  a  design  that  should 
have  its  strength  diminished. 

It  is  more  difficult  to  restore  something  that  has  been  in- 


PRINTING  PLATES  AND  PAPERS  425 

advertently  cut  out  of  a  plate,  but  it  is  astonishing  what 
engravers  can  do  in  the  way  of  replacing  metal  and  building 
up  broken  or  missing  places.  Type  from  another  plate  can 
be  inserted,  or  a  border  may  be  patched  in. 

Good  Etching  and  Good  Blocking. — A  plate  to  give  good 
printing  results  must  be  carefully  and  deeply  etched.  Other- 
wise some  of  the  spaces  will  fill  up  with  ink  and  the  cut  will 
smudge.  It  is  also  difficult  to  get  good  electrotypes  from  an 
original  plate  that  is  shallow. 

Good  blocking  is  almost  as  important  as  good  etching.  If 
plates  are  nailed  to  poor  bases  or  nailed  so  that  they  spring 
away  from  the  bases  easily,  they  will  give  a  great  deal  of 
trouble  in  printing  and  perhaps  go  to  pieces  on  a  job. 

Plates  for  Stereotjrping. — All  plates  for  stereotyping  should 
be  sent  unmounted,  as  the  wooden  block  will  not  stand  the 
pressure  necessary  in  getting  a  matrix.  Plates  made  up 
with  lines  and  stippling  make  good  stereotypes.  Half-tones 
must  be  coarse  for  stereotype  reproduction.  No  screen  finer 
than  85-line  can  be  used. 

Stock  Cuts. — Even  the  village  retailer  would  prefer  having 
his  own  distinctive  illustrations,  if  the  cost  were  not  excessive. 
But  as  many  advertisers  cannot  afford  good  art  work  and 
first-class  original  plates  made  up  exclusively  for  them  and 
used  only  by  them,  they  have  recourse  to  what  is  known  as 
"stock  cuts"  or  "syndicate  art  service."  This  material  is 
made  up  at  some  central  point,  usually  a  large  city  such  as 
New  York  or  Chicago,  and  the  plates  are  offered  to  advertisers 
in  hundreds  of  different  points.  Some  stock  cuts  can  be 
purchased  by  any  one.  The  best  of  this  service,  however,  is 
sold  with  some  restrictions,  an  advertiser  having  the  use  of  the 
material  exclusively  in  his  community  if  he  buys  a  prescribed 
quantity  during  a  year  or  during  a  shorter  period. 

The  merit  of  these  stock  or  syndicate  cuts  is  their  cheapness. 
They  do  not  usually  illustrate  well  the  particular  class  of 
goods  that  the  advertiser  sells,  but  depict  these  goods  in 
only  an  approximate  Vv^ay  and  serve  as  attention-attractors. 
However,  it  is  possible  for  a  merchant  to  supply  a  great  deal 
of  his  general  illustration  with  plates  secured  from  a  stock- 
illustration  producer. 


426  THE  ADVERTISING  HANDBOOK 

Manufacturers*  Plates. — Somewhat  better  than  stock  or 
syndicate  cuts  are  those  plates  that  are  furnished  by  many 
manufacturers  to  the  retailers  of  their  goods,  usually  without 
cost.  These  have  the  merit  of  illustrating  the  manufacturer's 
goods.  Their  chief  fault  is  that  they  usually  use  up  a  great 
deal  of  space  illustrating  the  manufacturer's  own  product  and 
do  not  make  it  easy  for  the  merchant  to  use  the  plates  in 
advertising  other  merchandise.  A  number  of  manufacturers 
are  wisely  seeing  this  and  in  the  plates  they  are  sending  out  are 
either  featuring  other  products  that  their  dealers  handle  or  so 
arranging  the  plates  that  the  advertiser  can  easily  work  in 
other  subj  ects.  Figure  26  is  a  good  example  of  a  manufacturer's 
plate  furnished  to  building-material  dealers.  This  was  one 
of  a  series  of  six  featuring  other  products  besides  that  of  the 
manufacturer  furnishing  the  service. 

Filing  of  Cuts. — There  are  various  ways  of  fihng  cuts. 
One  of  the  most  sensible  methods  is  that  of  having  cabinets 
with  shallow  drawers.  If  plates  are  carried  in  these,  either 
wrapped  or  placed  face  down  on  blotting  paper,  with  a  proof 
of  each  cut  pasted  on  the  back  of  the  wrapping,  the  cuts  will 
be  kept  in  good  order  and  can  be  easily  found.  If  plates  are 
merely  dumped  into  boxes  or  piled  up  on  shelves,  as  they 
are  in  many  offices,  many  wiU  be  lost  or  damaged. 

Many  advertisers  follow  the  numbering  system,  having  each 
cut  numbered  on  the  back,  or  having  its  place  in  the  cabinet 
numbered  and  having  this  information  on  a  card  index  system. 
Such  a  card  would  show  the  following  data : 


Road-building  scene  (Bethlehem) 

6X3  h.t.  133-screen,  original 

Case  4,  Section  7 

Sent 

Returned 

Sent 

Returned 

Sent 

Returned 

Sent 

Returned 

Sent 

Returned 

Such  a  record,  however,  accomplishes  nothing  unless  it  is 
kept  up  consistently  and  unless  there  are  some  regulations 


PRINTING  PLATES  AND  PAPERS  427 

in  an  office  as  to  who  shall  have  the  right  to  take  plates  out  and 
send  them  away.  This  is  best  accomplished  by  assigning 
one  person  the  duty  of  recording,  taking  out,  and  replacing 
all  plates. 

Another  good  method  is  to  keep  a  duplicate  set  of  proofs 
in  a  loose-leaf  scrap-book.  By  this  plan  illustrations  can  be 
kept  classified  and  data  can  be  put  on  each  proof  to  show 
location  of  the  plate. 

Mailing  of  Plates. — Printing  plates  of  all  kinds,  and  par- 
ticularly half-tones,  should  be  protected  and  wrapped  very 
carefully  when  being  shipped  or  mailed.  Cardboard,  corru- 
gated board,  or  blotting  paper  should  be  placed  over  the  face 
of  the  cut.  A  very  slight  scratch  made  on  a  fine  half-tone  will 
mar  its  printing  quahties.  Many  plates  come  to  pubHshers 
with  the  corners  bent  and  with  heavy  scratches  on  the  fine 
surfaces. 

Pattern  Plates. — In  those  cases  where  it  is  likely  that  many 
duplicates  of  a  set  of  plates  will  be  needed,  it  is  customary 
to  make  up  very  carefully  a  set  of  "pattern  plates,'^  which  may 
be  half-tones,  hne  plates  or  combination  plates.  These  are 
kept  intact,  are  not  used  for  printing,  but  are  used  in  making 
up  quantities  of  electrotypes  as  they  may  be  needed. 

PAPER 

Raw  Materials. — A  large  variety  of  materials  are  used  in 
making  paper,  the  material  depending  on  the  use  to  which  the 
paper  is  to  be  put,  the  strength  desired,  the  kind  of  printing 
surface  needed,  etc.  It  is  often  desirable  to  have  such  papers 
as  cover  papers  of  considerable  strength,  whereas  paper  for  the 
inside  of  books  may  serve  its  purpose  well  when  this  fiber  has 
comparatively  little  strength. 

Paper  for  newspapers,  known  as  ''news-print  paper",  is 
made  from  wood  pulp.  Writing  papers  are  made  largely  from 
linen  and  cotton  rags.  The  collecting  of  waste  rags  and  clean- 
ing these  for  paper  manufacturing  is  a  large  business.  Paper 
is  also  made  from  jute,  flax,  hemp  and  other  vegetable  fibers. 

Paper  made  from  cotton  or  linen  rags  of  good  quality  is 
high-priced  stock. 


428  THE  ADVERTISING  HANDBOOK 

Costs  and  Manufacturing  Methods. — The  cost  of  much  of 
the  material  in  paper-making  and  the  cost  of  manufacturing 
paper  has  advanced  greatly  in  the  last  few  years.  Papers 
that  usually  cost  five  or  six  cents  a  pound  have  in  recent  years 
sold  for  ten  to  fifteen  cents  a  pound,  while  papers  that  formerly 
cost  ten  or  fifteen  cents  a  pound  now  command  a  price  of 
twenty  to  thirty  cents  a  pound.  There  are  other  papers  con- 
siderably higher  than  the  figures  here  named. 

Paper  was  formerly  made  largely  by  hand  and  some  very 
artistic  hand-made  papers  are  still  available.  Most  papers 
are,  however,  now  made  by  machinery,  and  the  paper-making 
business  is  a  large  field  of  manufacturing  in  which  the  most 
expert  chemical  and  mechanical  knowledge  is  needed. 

Considerations  in  Selecting  Papers. — While  a  trip  through 
a  paper-making  plant  is  very  interesting,  it  is  not  necessary 
that  an  advertising  man  should  spend  a  great  deal  of  time  on 
this  subject.  Fortunately  for  him,  the  paper-manufacturers, 
the  paper  wholesalers  and  the  printing  houses  always  have 
available  a  large  variety  of  specimen  sheets  of  paper,  showing 
strength,  texture,  weight,  finish  and  many  interesting  examples 
of  color  combinations.  Before  any  large  printing  job  is 
undertaken,  the  advertising  man  should  consult  his  printer 
about  the  proper  paper  and  come  to  some  understanding  about 
this  before  any  printing  plates  are  ordered.  Plates  that  might 
^ive  fine  results  on  one  kind  of  paper,  would  make  a  very 
poor  job  on  others.  It  is  often  unnecessary  to  use  a  very 
expensive  paper.  Sometimes  a  little  care  exercised  in  selecting 
the  paper  results  in  a  large  saving  of  postage. 

The  paper  that  may  impress  the  advertising  man  as  being 
suitable  may  be  very  unsuitable  for  the  job  he  has  in  mind 
because  it  may  possibly  break  badly  when  folded. 

Sometimes  a  tinted  paper  will  give  a  job  of  printing  an 
artistic  effect,  even  when  only  one  ink  is  used. 

These  are  important  considerations,  all  of  which  should  be 
settled  through  conferences  with  the  printer  and  correspond- 
ence with  paper-makers  or  paper-wholesalers. 

File  of  Printing  Papers. — It  is  an  excellent  thing  for  an  ad- 
vertising man  to  keep  a  file  of  good  examples  of  printing  papers 
and  printing  effects  that  come  to  his  desk.    In  this  way  he 


PRINTING  PLATES  AND  PAPERS  429 

may  have  something  on  which  to  base  his  preliminary  ideas, 
though  it  is  not  always  desirable  to  follow  exactly  the  style 
of  paper  used  by  other  advertisers.  Quite  often  it  is  possible 
to  substitute  something  similar  that  is  just  as  appropriate,  or 
more  so. 

Paper,  with  the  exception  of  newspaper  stock,  is  usually 
sold  in  reams  of  500  sheets  each.  The  price  is  based  on  weight 
and  is  stated  as  so  much  per  pound. 

PAPER  SIZES  AND  WEIGHTS 

Book  Paper.- — The  following  are  established  by  the  manu- 
facturers of  book  papers  as  "standard  substance  weights." 
Many  mills  are  refusing  to  make  lighter  than.  45. 

Machine  Finish  and  Supercalendared  Papers. — 30,  35,  40, 
45,  50,  60,  70,  80  and  100  pounds. 

Coated  Papers.~60,  70,  80,  90,  100  and  120  pounds. 

The  size  of  25  in.  X  38  in.  is  regarded  as  the  ''basic  size" 
by  the  manufacturers.  The  table  on  page  430  gives  the  es- 
tablished regular  stock  sizes  and  the  substance  weights.  If 
an  irregular  size  is  ordered,  unless  the  order  amounts  to  at 
least  5,000  pounds,  the  paper-makers  charge  ten  per  cent, 
additional.  In  case  papers  lighter  than  the  standard  weights 
are  ordered,  an  extra  charge  of  from  J^  to  1^  per  lb.  nowadays 
of  the  selling  price  for  each  pound  of  the  reduced  weight  is 
added.  For  example,  the  basic  weight  of  machine  finish 
paper  is  45  pounds  on  a  ream  of  the  basic  size  25  in.  X  38  in. 
In  reducing  the  weight  from  45  to  35  pounds,  an  addition  of 
one  per  cent,  for  each  pound  reduction  is  added.  In  reducing 
from  35  pounds  down  to  30  pounds,  an  addition  of  two  per 
cent,  for  each  pound  reduction  is  added. 

The  basic  weight  of  supercalentlared  paper  is  50  pounds  to 
the  ream  of  500  sheets  25  in.  X  50  in.  When  reduced  weights 
are  ordered,  an  additional  cost  of  one  to  three  per  cent,  of  the 
selling  price  for  each  pound  of  the  reduction  is  added. 

In  the  case  of  coated  papers  (both  sides  coated)  the  basic 
weight  is  70  pounds  to  the  ream  of  500  sheets  of  the  25  in.  X 
38  in.  size.  Additions  of  from  one  to  two  per  cent,  for  each 
pound  of  reduction  is  made  when  lighter  papers  are  ordered. 


430 


THE  ADVERTISING  HANDBOOK 


The  substance  of  these  extra  charges  is  that  a  higher  price 
per  pound  is  charged  when  papers  Hghter  than  standard  sizes 
are  demanded  by  pubhshers  or  advertisers. 

Basic  Sizes  and  Weights 


Size 

Weight 

25x38 

30 

35 

40 

45 

50 

60 

70 

80 

90* 

100 

12C* 

22   X  32 

22 

26 

30 

34 

37 

45 

52 

60 

67 

74 

89 

24   X  36 

27 

32 

36 

41 

45 

55 

64 

73 

82 

91 

109 

25   X  38 

30 

35 

40 

45 

50 

60 

70 

80 

90 

100 

120 

26   X  29 

24 

28 

32 

36 

40 

48 

56 

64 

72 

80 

95 

26   X  40 

33 

38 

44 

49 

55 

66 

76 

88 

98 

110 

131 

28   X  42 

37 

43 

50 

56 

62 

74 

86 

99 

111 

124 

148 

28   X  44 

39 

45 

52 

58 

65 

78 

91 

104 

116 

130 

155 

29   X  52 

48 

56 

63 

71 

79 

95 

111 

127 

143 

159 

190 

30M  X  41 

40 

46 

53 

59 

66 

79 

92 

105 

119 

132 

158 

32   X  44 

44 

52 

59 

67 

74 

89 

104 

119 

133 

148 

178 

33   X  46 

48 

56 

64 

72 

80 

96 

112 

128 

144 

160 

192 

34   X  44 

47 

55 

63 

71 

79 

95 

110 

126 

142 

157 

189 

35   X  45 

50 

58 

66 

75 

83 

100 

116 

132 

149 

166 

199 

36   X  48 

55 

64 

73 

82 

91 

109 

127 

146 

164 

182 

218 

38   X  50 

60 

70 

80 

90 

100 

120 

140 

160 

180 

200 

240 

41   X  61 

79 

92 

105 

118 

132 

158 

184 

211 

237 

263 

316 

42   X  56 

74 

87 

99 

111 

124 

149 

173 

198 

223 

248 

297 

44   X  56 

78 

91 

104 

117 

130 

156 

182 

207 

233 

259 

311 

44   X  64 

88 

104 

118 

134 

148 

178 

208 

238 

266 

296 

356 

*  Applies  only  to  Coated  Papers. 

Writing  Papers. — The  following  are  regarded  as  standard 
sizes  for  the  various  styles  of  writing  papers. 


Flats  and  Bonds 

14  X  17 

26  X  34 

17  X  28 

19  X  24 

28  X  34 

24  X  38 

16  X  21 

19  X  26 

21  X  32 

26  X  38 

16  X  26 

19  X  28 

17  X  22 

28  X  38 

22  X  34 

19  X  30 

22  X  25M 

17  X  26 

18  X  23 
23  X  36 
21  X  33 
30  X  38 
20  X  28 
28  X  40 
28  X  423^^ 


PRINTING  PLATES  AND  PAPERS  431 


14  X  17  21  X  32  18  X  46 
17  X  28  16  X  42  19  X  24 
28  X  34  17  X  22  19  X  48 

15  X  19  22  X  34  24  X  38 
19  X  30  18  X  23  20  X  28 

16  X  21  23  X  36  28  X  40 


Ledgers 

21  X  32 

16  X  42 

17  X  22 

22  X  34 

18  X  23 

23  X36 

Loose-Leap 

22       X  38 

22K  X  223^ 

22K  X  28K 

221^  X  34 

22M  X  25^^ 

22%   X  353^ 

•  16K  X  21M  22   X  38  23   X  24^ 

17%  X  22%  22K  X  223^  23^  X  283^ 

193^  X  2434  223^  X  283^  243^  X  243-^ 

1934  X  283^  223^  X  34  243-^  X  283"^ 

213^  X  31^^  .   22%  X  25%  24>^  X  29 

22   X  34  22%  X  353^  24>^  X  36.^ 

243^  X  383^ 

Eggshell  Effect  in  Papers. — An  artistic  effect  is  often 
secured  for  the  covers  of  books  and  sometimes  for  inside 
pages  by  egg-shelUng  or  pebbling  the  paper  after  the  printing 
has  been  done.  This  is  accomphshed  by  putting  the  sheets 
of  paper  through  rollers  or  some  other  process  that  fills  the 
surface  with  little  indentations.  The  effect  of  this  egg-shelling 
very  often  increases  the  value  of  illustrations  considerably, 
giving  them  a  slightly  rough,  artistic  effect  that  is  in  striking 
contrast  with  the  usual  smooth  surface  of  a  printed  page. 


SECTION  16 
CATALOGS,  BOOKLETS,  FOLDERS,  MAILING    CARDS 

An  enormous  sum  of  money  is  spent  annually  in  the  various 
forms  of  ''direct  advertising,"  a  term  used  to  describe  adver- 
tising matter  printed  in  the  form  of  a  card,  a  letter,  a  folder 
or  a  book — large  or  small — and  put  into  the  hands  of  the 
reader  or  prospective  customer  by  addressing  him  directly  or 
delivering  a  copy,  as,  for  example,  through  a  dealer. 

The  most  important  details  with  reference  to  the  writing, 
printing  and  distributing  of  catalogs,  booklets,  folders  and 
mailing  cards  are  treated  under  the  separate  headings  that 
follow. 

CATALOGS 

Strictly  speaking,  a  catalog  is  a  book  giving  descriptions 
and  perhaps  prices  of  merchandise.  For  the  purposes  of  this 
Handbook,  however,  all  large  productions  of  an  advertising 
nature  may  be  referred  to  as  catalogs,  whether  they  are  pro- 
spectuses, handbooks,  histories,  or  some  other  type  of  mer- 
chandising or  promotional  book. 

The  catalog  necessary  to  accomplish  a  given  purpose  may  be 
a  large,  heavy  book,  filled  with  reading  matter  set  in  small 
type,  or  it  may  be  a  small  pocket,  or  desk-size,  affair,  con- 
taining a  small  amount  of  copy  set  in  12-point  or  14-point.  In 
these  days  when  paper  and  printing  costs  are  high,  the  question 
of  how  large  the  catalog  should  be,  what  weight  paper  should 
be  used,  etc.  are  important  ones.  A  judicious  selection  of 
paper,  typography,  and  care  in  arrangement  of  material  may 
effect  a  large  saving. 

GENERAL  CONSIDERATIONS 

Inquiry-Bringing  and  Inquiry-Answering  Printed  Matter. 

Whether  a  folder,  booklet  or  catalog  should  be  of  a  brief  nature 
or  give  considerable  detail  depends  largely  on  the  purpose 

432 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  433 

that  it  is  designed  to  accomplish.  Generally  speaking,  printed 
matter  that  is  designed  to  create  interest  and  to  draw  inquiries 
or  to  send  the  reader  to  a  dealer  is  prepared  along  concise 
lines,  as  a  newspaper  or  magazine  advertisement  would  be. 
If,  on  the  other  hand,  it  is  designed  to  give  full  information 
to  readers  who  are  known  to  be  interested  in  the  subject,  the 
description  should  be  complete,  even  if  that  means  the  prepa- 
ration of  a  good-sized  book.  In  other  words,  there  is  a 
sharp  distinction  between  interest-developing  and  interest- 
satisfying  literature.  Interest-developing  literature  may  often , 
with  advantage,  deal  more  with  the  service  of  goods  than  with, 
a  description  of  them.  For  example,  a  small  book  on  *' Mod- 
ern Gardening  Methods"  or  ''Profits  in  Poultry"  might  be 
used  as  an  inquiry-bringer  with  only  a  small  amount  of  ad- 
vertising about  the  products  of  the  manufacturer  sending 
out  the  booklet.  One  of  the  most  popular  booklets  ever 
issued  was  one  entitled  ''A  Better  Day*s  Work,"  issued  by  the 
Burroughs  Adding  Machine  Company,  which  dealt  with  office 
methods  generally  rather  than  just  the  use  of  adding  machines. 

There  are  many  mistaken  notions  about  brevity  in  adver- 
tising. One  who  inquires  about  a  new  kind  of  shaving  soap  or 
face  powder  would  probably  not  expect  a  lengthy  description, 
but  where  the  article  may  be  a  piano  for  the  home,  a  tractor 
for  the  farm  or  a  new  machine  for  the  factory,  full  information 
is  expected.  The  only  way  for  the  catalog-writer  to  determine 
the  proper  amount  of  copy  to  write  is  to  get  the  viewpoint  of 
the  typical  reader  of  the  literature  to  be  prepared. 

Relation  of  Circular  Advertising  to  Periodical  Advertising. 
There  are  advertisers  who  rely  to  a  large  extent  on  catalogs 
and  circulars  as  advertising  mediums.  Several  wholesale  cor- 
porations selling  to  dealers  only  sell  many  million  dollars  worth 
of  goods  every  year  with  no  forms  of  advertising  but  catalogs, 
letters  and  other  printed  matter.  In  most  cases,  however, 
the  booklet,  the  catalog,  the  folder,  and  the  letter  are  all  simply 
parts  of  a  general  advertising  plan  in  which  magazines,  news- 
papers or  other  mediums  are  used  as  the  means  of  getting 
attention  from  readers.  In  other  words,  the  printed  litera- 
ture is  usually  supplementary  rather  than  the  principal  medium 
of  advertising. 


434  THE  ADVERTISING  HANDBOOK 

Often  in  retail  merchandising  the  folder  and  the  booklet 
play  a  large  part,  and  many  stores  find  it  expedient  to  have  a 
good-sized  catalog  for  their  out-of-town  customers.  Book- 
lets and  folders  are  sent  out  to  selected  mailing  lists  or  en- 
closed in  monthly  bills,  packages  that  are  to  be  delivered,  etc. 

One  Catalog  or  Many? — The  question  often  arises  "Should 
all  the  information  an  advertiser  wishes  to  send  out  be  in- 
corporated in  one  good-sized  booklet  or  catalog  or  should  he 
have  separate  treatises  on  different  subjects?"  A  great  many 
advertisers  have  one  general  booklet  or  catalog  and  find  that 
it  is  an  advantage  to  have  this,  but  there  are  few  who  can 
make  one  book  suffice.  Usually  there  must  be  separate  book- 
lets or  folders  describing  specialties.  In  the  first  place,  the 
use  of  a  large  catalog  in  answering  every  inquiry  means  a 
great  deal  in  postage  and  paper.  The  only  argument  that 
can  be  advanced  for  sending  such  a  large  book  to  everyone  who 
inquires  about  a  particular  product  is  that  possibly  through 
the  reader's  examination  of  the  catalog  as  a  whole  other  goods 
may  be  sold. 

Special  literature  is  often  advisable  in  between  the  editions 
of  the  large  catalog.  Many  large  mail-order  advertisers  have 
separate  booklets  on  subjects  for  which  there  is  considerable 
call,  thus  not  only  saving  in  expense  but  concentrating  the 
reader's  attention  on  the  very  goods  about  which  he  has  in- 
quired. Sears,  Roebuck  &  Co.,  for  example,  have  a  separate 
catalog  of  automobile  tires  and  supplies. 

Circulars  for  Retailers. — If  an  advertiser's  goods  are  to  be 
sold  by  the  retail  trade,  some  provision  must  always  be  made 
for  catalogs  or  booklets  for  the  retailer's  customers,  and  goods 
must  be  written  up  from  the  retailer's  point  of  view.  Space 
should  be  left  on  either  the  first  cover  page  or  the  fourth  cover 
page  for  the  dealer's  imprint.  It  is  generally  difficult  to  induce 
retail  merchants  to  distribute  circulars  unless  these  bear  their 
own  imprint,  and  if  it  is  left  to  the  retailers  to  do  their  own 
imprinting,  this  will  be  neglected  in  a  large  number  of  cases 
or  the  imprinting  will  be  done  crudely  with  a  rubber  stamp. 

Many  manufacturers  go  further  than  preparing  a  special 
booklet  for  the  retail  trade  and  offer  to  send  these  out  to  the 
retailer's  mailing  list  if  he  will  furnish  a  selected  list.    Whether 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  435 

or  not,  in  such  a  case,  the  manufacturer  should  pay  the  postage 
depends  on  conditions.  Many  advertisers  feel  that  they  can 
afford  to  do  this  where  they  are  developing  new  dealers  but 
refuse  to  do  so  after  their  goods  have  become  established. 

Distribution  of  Printed  Matter. — Such  material  as  mailing 
cards,  folders,  booklets  and  catalogs  may  be  distributed  by  one 
or  more  of  the  following  methods : 

1.  Sent  out  in  response  to  inquiries  secured  from  magazine,  newspaper 
or  other  similar  forms  of  advertising. 

2.  Sent  to  selected  mailing  lists  such  as  prospective  consumers, 
dealers,  etc. 

3.  Distributed  by  retailers  from  the  counter,  in  packages,  etc. 

4.  Sent  to  dealers'  mailing  lists. 

5.  Distributed  in  house-to-house  canvasses,  at  conventions,  exhi- 
bitions, etc. 

6.  Distributed  by  advertiser's  salesmen. 

Number  of  Pages. — An  important  mechanical  detail  in  con- 
nection with  catalogs  and  booklets  is  that  of  fixing  on  the 
number  of  pages  for  the  book,  whether  it  be  a  small  affair  or 
a  large  volume.  Printing  costs  are  lowered  by  adopting  multi- 
ples of  eight.  That  is,  when  a  publication  to  be  printed  in  the 
style  of  a  book  runs  beyond  eight  pages,  it  is  better  to  have  the 
number  16,  24,  32,  40,  48,  etc.  rather  than  to  have  a  separate 
signature  of  four  or  two  pages,  which  will  call  for  special 
press-work  and  unusual  costs  in  folding  and  binding.  Sepa- 
rate signatures  should,  if  possible,  be  confined  to  sections 
that  require  different  paper,  color  illustrations,  etc.,  for 
example. 

Printed  matter  in  the  style  of  folders  may  be  printed  eco- 
nomically in  6-page  form  or  12-page  form. 

Size  of  Book  Page. — There  has  been  considerable  discus- 
sion in  recent  years  about  the  standardization  of  catalogs. 
The  use  of  something  like  150  different  sizes  by  manufac- 
turers and  merchants  has  made  filing  a  difficult  task,  and  pur- 
chasing agents,  architects,  dealers  and  other  groups  have  at 
different  times  discussed  the  subject  and  made  their  recom- 
mendations as  to  the  size  catalog-makers  should  use.  A  gen- 
eral convention  of  a  number  of  interests  in  the  year  1918,  after 
thorough  discussion,  recommended  that  three  page  sizes  be 
used— 6''  X  9'',  73^"  X  10%",  and  8"  X  11".     The  purchas- 


436 


THE  ADVERTISING  HANDBOOK 


ing  agents  of  America,  through  their  Standardization  Com- 
mittee, have  taken  a  stand  for  the  7 J^"  X  lOj^"  size  as  being 
the  one  '^that  will  stand  the  test  of  time."  The  architects, 
while  for  many  years  recommending  the  8}^"  X  10''  dimension, 
have  in  late  years  urged  the  gradual  adoption  of  the  TJ-^"  X 
10^^"  size  as  an  improvement.  This  size,  by  the  way,  is  in 
harmony  with  the  hypotenuse  oblong  (see  page  437).  The 
American  Society  of  Mechanical  Engineers  have  indicated  a 
preference  for  two  sizes,  the  6"  X  9"  and  the  8>^"  X  11". 
The  Technical  Publicity  Association,  after  a  long  review 
of  the  subject,  recommended  the  two  sizes  of  6''  X  9''  and 
8K"  X  11". 

These  preferences  do  not  mean  that  some  printed  matter 
coming  within  the  general  scope  of  catalogs  may  not  be  of  a 
different  size  from  those  indicated.  The  catalogs  may  be  in- 
tended for  rural  trade  which  does  not  ordinarily  maintain  files 
and  indexes  of  hundreds  of  catalogs.  But  when  a  catalog  is 
to  be  distributed  generally,  there  is  something  to  gain  and 
nothing  to  lose  by  adopting  a  size  that  has  met  general  favor. 

Proportions  of  Page. — While  it  is  not  impossible  to  produce 
artistic  books  that  are  square,  or  nearly  so,  the  more  pleasing 
proportions  for  a  page  are  those  in  which  one  dimension  is 
from  one-third  to  one-half  greater  than  the  other.  Compare 
the  following  rectangles  representing  the  pages  of  catalogs  of 
different  sizes: 


Square  and 
not  pleasing 


Too  nearly 

square  to 

appeal  to  the 

eye 


Pleasing 

proportions 

One  dimension 

is  IH  times 

the  other 


Here 
one  di- 
mension 
exceeds 
the 
other 
too  . 
much 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  437 


In  spite  of  what  is  here  set  forth,  some  very  attractive  book- 
lets are  printed  with  a  page  at  least  three  times  as  long  as 
it  is  wide.  The  character  of  the  text  or  the  illustrations  may 
make  such  a  dimension  advisable. 

The  Hj^otenuse  Oblong. — A  principle  to  which  paper- 
makers,  printers  and  preparers  of  catalogs,  booklets  and 
folders  have  lately  given  considerable  attention  is  that  of  the 
"hypotenuse  oblong"  proportion.  This  can  be  understood 
better  by  referring  to  Figures  1  and  2.    A  sheet  of  these  propor- 


FlG.    1. 


Fig.  2. 


tions,  no  matter  what  its  size,  can  be  folded  and  refolded 
with  the  various  pages,  however  small  they  may  be  reduced, 
preserving  the  same  proportion  so  far  as  width  and  length  is 
concerned.  This  proportion  is  pleasing,  one  dimension  being 
enough  longer  than  the  other  to  please  the  eye. 

By  studying  Figure  2  it  will  be  seen  that,  as  the  size  of  the 
page  is  reduced,  one  corner  never  fails  to  follow  a  line  drawn 
from  one  corner  of  the  full  sheet  to  the  other. 

The  hypotenuse  oblong  is  so  called  because  its  exact  di- 
mensions, when  its  length  or  breadth  is  given,  are  determined 
by  an  hypotenuse — the  side  of  a  right-angle  triangle  opposite 
the  right  angle. 

Given  the  short  side  of  an  oblong,  simply  draw  a  perpen- 
dicular of  the  same  length  at  one  end  so  as  to  make  two  equal 


438 


THE  ADVERTISING  HANDBOOK 


sides  of  a  right-angle  triangle  of  which  the  hypotenuse  makes 
the  third  side.  The  length  of  the  hypotenuse  will  be  the 
exact  length  of  the  hypotenuse  oblong  desired,  as  shown  in 
Figure  3. 

The  advantages  of  the  hypotenuse  oblong  proportion  are 
seen  by  studying  Figure  4.  In  this  case  the  adopting  of  a 
page  with  dimensions  not  conforming  to  the  proportion  of  the 
hypotenuse  oblong  cuts  out  of  the  sheet  in  such  a  way  as  to 
involve   considerable   waste   of  paper.     Printers  and  paper- 


/ 
/ 
/ 

/ 
/ 
/ 
/ 

// 
/  / 
/  / 
/  / 
/  / 
/  / 
/  / 
/  / 

Fig.  3. 


Fig.  4. 


publishers  hold  that  a  general  adoption  of  the  hypotenuse 
oblong  idea  will  result  in  an  enormous  saving  in  expensive 
papers. 

It  is  for  this  reason  that  a  sheet  of  23  X  33  in  cover  papers  is 
rapidly  superseding  the  old  side  of  22 J^  X  28^. 

Quality  and  Color  of  Paper. — The  section  devoted  to  Print- 
ing Plates  and  Papers  gives  information  relative  to  printing 
papers  that  applies  to  the  inside  pages  of  catalogs  and  booklets. 

A  great  deal  is  said,  particularly  by  those  who  produce  high- 
class  printed  matter,  about  the  desirability  of  using  first-class 
paper  and  thereby  producing  on  the  reader  the  impression 
of  a  high-grade  concern.  Notwithstanding  that  this  argu- 
ment is  perfectly  sound  in  many  cases,  it  is  nevertheless 
true  that  in  many  other  cases  paper  of  moderate  quality  and 
light  weight  answers  every  purpose.  It  certainly  does  "not 
follow  that  because  costly  paper  may  be  advisable  for  a  treatise 
about  a  $5000  automobile  it  is  necessary  for  a  popular-priced 
cream  separator  or  a  catalog  of  children's  toys. 


Plate  VII 


|^'!'.«5i«J  itii,-i,i?!"'.'i" 


ZIZl 


Pleasing  example  of  two-color  half-tone  booklet-cover  design  printed 
on  plate  finished  paper.  The  orange  and  black  inks  combine  to  produce  the 
intermediate  effects  shown  in  the  brook. 

(Insert  Follovnng  Page  438) 


Plate  VIII 


Specimen  of  tinted  cover  stock  with  antique  finish.  This  is  a  light-weight 
cover  such  as  would  be  suitable  for  a  booklet  or  small  catalog.  The  design 
ehown  here  affords  a  good  example  of  two-color  printing.  The  plate  used  in 
printing  the  blue  is  a  reversed  plate  with  the  spots  representing  the  lights 
of  the  buildings  etched  out  of  the  plate  so  that  the  stock  of  the  paper  shows 
through  these  openings. 


PliATB  IX 


&ETTBR  Dental  Rubbers 

The  Red  Rubbers  are  equally  easy  to  manipulate 
and  produce  beautiful  results.  Their  characteris- 
tics are  identical  with  Brown  and  Maroon  Rubbers, 
excepting  the  colors.  And  Gold  Base,  another  fine 
compound,  is  very  much  in  demand  for  patients 
who  are  disinclined  toward  the  Red  and  the  Maroon 
Rubbers. 


f^mi  7{uA/feri,  Stronger  and  of  better  Texture 

PERHAPS  the  most  notable  improvements 
have  been  in  the  Pink  Veneering  Rubbers^ 
where  the  new  formulae  have  permitted  a  much 
larger  rubber  content  than  customarily  used. 
To  maintain  the  clear  pink  tones,  and  provide  % 
texture  and  a  surfece  that  will  take  a  real  polish, 
has  been  an  achievement;  this  has  been  accon»- 
plished  through  persistent  study  and  laboratory 
work  toward  the  incorporation  of  larger  propor^ 

^  dons  of  rubber  with  pigments  of  the  required 

'    strength  and  covering  power. 


Set  in  Caelon  Old  Stylo  with  Forum  Title  initial.     The  running  title  is 
particularly  effective  over  the  plain  rule.     The  entire  effect  is  classical. 

(J.m&rt  Following  Plate  VIII) 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  439 

Many  of  the  very  large  catalogs  are  printed  on  thin  paper. 
To  adopt  a  thick,  heavy  paper  in  such  cases  would  mean  pre- 
paring a  book  of  un wieldly  weight.  This  paper  does  not 
necessarily  make  a  poor  appearance.  Many  of  the  finest 
Bible  editions  are  printed  on  India  rice  paper. 

More  catalogs  are  printed  on  white  paper  than  on  colored 
stock,  but  tinted  paper  often  aids  in  getting  a  distinctive  effect 
and  is  frequently  used,  especially  in  small  books. 

A  paper  should  be  selected  that  is  readily  obtainable  and 
that  will  cut  for  the  desired  size  of  book  without  much  waste. 
The  advice  of  the  printer  and  the  paper  wholesaler  should  be 
sought  in  deciding  this  question. 

Cover  Papers. — The  subject  of  cover  papers  is  a  large  one. 
A  wonderful  variety  of  colors  and  finishes  is  produced  by  the 
various  papermakers  and  new  effects  are  being  constantly 
brought  out  It  is  possible  to  show  here  only  a  few  specimens 
of  the  finishes  of  papers  that  are  regarded  as  standard.  The 
notes  on  these  specimens  give  the  distinguishing  features. 
One  interested  particularly  in  this  subject  should  consult  the 
files  of  a  modern  printer. 

Paper  for  a  catalog  or  booklet  cover  should  be  selected  with 
regard  for  the  nature  of  the  subject  to  be  treated  in  the  book 
and  the  strength  or  service  desired.  A  subject  such  as  fine 
china  or  furniture  should  have  a  dainty  cover.  On  the  other 
hand  a  catalog  of  concrete  machinery  does  not  require  a  dainty 
finish  but  is  a  book  that  may  be  handled  considerably  and 
needs  a  cover  of  tough  stock.  If  a  book  is  to  be  handled  con- 
siderably, the  color  should  be  such  that  it  will  not  be  soiled 
easily. 

A  furniture  catalog  might  very  appropriately  have  a  cover 
paper  resembling  the  bark  of  a  tree,  but  this  would  not  be  so 
appropriate  for  the  catalog  or  prospectus  of  a  business  school. 

An  important  consideration  in  selecting  a  color  is  that  of 
using  a  paper  on  which  the  printed  lines  or  illustrations  to  be 
used  on  the  cover  will  show  up  well.  Black  printing,  for  ex- 
ample, will  not  show  well  on  dark  blue  stock,  and  if  such  a 
stock  is  selected,  the  printing  may  have  to  be  done  in  white. 

Cover  stock  should  be  tested  for  breaking  when  folded,  as 
many  cover  papers  otherwise  distinctive  fold  badly. 


440  THE  ADVERTISING  HANDBOOK 

COVER  DESIGNS  FOR  CATALOGS 

A  catalog  cover  page  may  be  merely  a  neatly  printed  affair, 
it  may  carry  an  embossed  design  of  an  emblematic  character 
or  it  may  be  adorned  with  an  appropriate  illustration.  There 
can  be  no  fixed  laws.  Much  depends  on  the  character  of  the 
catalog  and  the  tastes  of  those  preparing  it.  Generally  speak- 
ing, however,  every  cover  page  should  be  emblematic  or  illus- 
trative to  some  degree,  even  if  the  special  treatment  be  nothing 
more  than  a  title  in  a  drawn  letter  that  suggests  the  goods  or 
material  described  in  the  book.  Perhaps  the  range  of  covers 
can  be  understood  better  by  considering  a  few  subjects  and 
cover  arrangements  that  would  be  suitable. 

EXAMPLES  OF  APPROPRIATE  COVERS 

Refrigerators       Lettered  title  with  ice-covered  letters  and  possibly  a  view 

of  a  refrigerator  or  modern  pantry. 
Fruit  Trees         Cover  design  in  imitation  of  tree  bark  carrying  lettered 

title. 
Indian  Canoes    Illustrated    design,    showing    man    and    girl    in  canoe 

paddling  on  lake  or  river. 
Jewelry  Lettered  title  with  trade-mark   of  firm   in  embossed 

design. 
Shotguns  Simple  view  of  pheasant  in  flight — ^printed  title. 

Such  a  suggestive  list  might  be  extended  almost  indefinitely. 
A  cover  need  not  necessarily  be  startling  or  novel  but  it  should 
be  in  good  taste  and  attractive.  Clothes  do  not  make  the  man 
but  they  go  a  long  way  toward  making  a  good  impression; 
likewise  with  the  first  cover  page  of  a  catalog,  which  is  the 
dress  of  the  catalog. 

Figure  5  shows  a  number  of  appropriate  cover  designs, 
largely  reduced. 

Having  a  Cover  Design  Drawn. — The  procedure  in  having 
a  cover  design  drawn  for  a  catalog  or  a  house  organ  does  not 
differ  materially  from  the  method  of  preparing  illustrations 
generally. 

If  the  paper  for  the  catalog  cover  has  been  selected,  the 
illustrator  or  designer  should,  of  course,  know  the  texture  and 
color  of  the  stock  and  he  should  know  the  size  of  the  book. 
He  should  also  have  complete  information  as  to  the  lines  or 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  441 


Xi  o 

'U 

d 
•SPo 


^1 

03 

O    O 
O    u 

^^ 

^  o 

o  ^ 
J2    00 


442  THE  ADVERTISING  HANDBOOK 

single  words  that  are  to  appear  as  a  part  of  the  cover.  Even 
if  some  of  these  are  to  be  printed  from  plain  type,  he  should 
know  what  they  are  so  that  he  may  lay  out  the  entire  page 
harmoniously.  He  should  be  told  how  many  colors  will 
be  used  in  printing  the  job. 

Experienced  advertisers  will  usually  give  a  designer  a  general 
idea  of  the  kind  of  cover  design  wanted.  Very  frequently, 
however,  the  artist  will  be  asked  to  work  up  his  own  ideas  as 
to  detail  or  arrangement.  In  any  case  it  is  better  for  the 
designer  to  submit  his  suggestions  first  in  pencil.  Often 
it  is  an  excellent  plan  to  have  several  rough  suggestions 
worked  up  and  to  finish  up  the  one  that  is  most  appealing. 

Example  of  Working  up  of  Cover  Design. — The  following  is 
a  good  example  of  the  working  up  of  a  cover  design  for  a  96- 
page  manual  on  concrete  construction  which  served  as  the 
principal  printed  matter  of  a  large  cement  company.  In  this 
particular  case,  a  long  description  of  the  product,  which  was 
of  a  staple  character,  would  not  have  been  of  great  interest 
to  the  reader.  So  the  main  text  of  the  book  was  devoted  to 
the  use  of  the  product,  and  as  a  practical  handbook  on  con- 
crete construction,  specializing  on  small  constructions,  the 
book  proved  to  be  a  popular  treatise. 

The  illustrator  at  the  outset  received  these  instructions: 

"For  this  revised  edition  of  our  book,  we  want  a  cover  design 
to  be  printed  in  not  exceeding  three  colors  which  will  suggest  both 
rural  and  suburban  concrete  construction.  The  cover  of  our  old 
edition  suggested  only  farm  construction.  The  use  of  concrete 
on  the  farm  is  still  the  big  thing  that  the  book  deals  with  but  so 
many  city  and  suburban  concrete  structures  of  small  types  are 
undertaken  that  we  want  our  cover  to  indicate  that  the  book  deals 
with  both  fields.  Couldn't  you  make  the  first  cover  suggestive  of 
the  suburban  field — show  a  concrete  stucco  house  of  good  type,  con- 
crete garage  and  driveway  and  perhaps  a  concrete  wall?  Then,  on 
the  back  cover,  bring  out  the  barn-and-silo  idea  with  possibly  some 
other  small  type  of  concrete  building.  The  photograph  of  a  large 
concrete  silo  that  we  are  sending,  together  with  the  view  of  men  mix- 
ing concrete  will  probably  be  helpful. 

"We  want  to  show  a  bag  of  ALPHA  CEMENT,  but  we  are  in- 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  443 


clined  to  think  that  this  should  go  on  the  back  cover.  Let  the 
lettering  on  the  front  cover  be  just  'ALPHA,  the  Guaranteed  Port- 
land CEMENT,  How  to  Use  it.'  Make  the  words  ALPHA  CEMENT 
strong,  using  concrete  letters  as  you  have  done  on  some  of  our 
other  work.  Let  the  words  'The  Guaranteed  Portland'  be  small. 
"Some  large  dealers  are  after  us  to  imprint  copies  of  the  book 
with  their  name.     Suppose  you  arrange  for  a  panel  on  the    back 


Fig.  6. — Completed    cover 


pages    as    uurked 
advertiser. 


furnished    by 


cover  which  will  carry  our  name  and  at  the  same  time  leave  a  little 
space  so  we  can  imprint  a  dealer's  name  under  ours  if  we  want  to. 
"The  cover  is  to  be  about  9M  by  6H  when  completed." 
Figure  6  is  a  reproduction  of  the  completed  cover.     This  is 


444  THE  ADVERTISING  HANDBOOK 

essentially  what  the  illustrator  suggested,  and  it  was  a  hand- 
some design  printed  in  black,  green  and  red,  notwithstanding 
the  amount  of  detail.  The  design  is  in  the  so-called  **  poster 
style"  of  art,  the  trees  of  the  background  on  the  first  cover 
coming  out  strongly  in  black  and  green.  This  plan  of  having 
such  details  as  foliage  vanish  into  the  margin  is  a  favorite  one 
with  illustrators.  By  having  the  cover  plate  larger  than  the 
finished  book  and  letting  a  little  edge  come  off  with  the 
trimming  of  the  job,  the  printer  got  rid  of  the  troublesome  de- 
tail of  having  an  even  margin  where  a  cover  plate  allows  for 
a  slight  unprinted  edge  all  around. 

The  illustrator  in  his  first  sketch  indicated  a  brick  wall,  but 
the  cement  manufacturer  did  not,  of  course,  care  to  promote 
brick  walls  as  against  concrete  construction,  and  so  this  detail 
was  changed  in  the  finished  drawing. 

It  will  be  seen  that  the  lettering  of  ALPHA  CEMENT  sug- 
gests concrete  construction. 

TITLES  OF  BOOKLETS 

The  title  of  a  booklet  may,  with  advantage,  have  something 
of  novelty  or  catchiness  to  it,  because  often  it  must  serve  as 
the  headline  of  an  advertisement  serves — as  an  attention- 
arrester. 

A  booklet  recently  sent  out  by  a  large  underwear  manu- 
facturer whose  sales  are  frequently  injured  through  the  sale 
of  substitutes  had  this  title:  "The  High  Cost  of  Faking." 
The  coal  operators  of  America  recently  sent  out  a  booklet 
entitled  "Hard  Facts  About  Soft  Coal." 

The  title  reproduced  in  Figure  7  shows  a  question  mark 
with  the  title  "Has  the  American  Business  Man  Lost  His 
Nerve?" 

A  dainty  booklet  sent  out  by  an  advertising  agency  outlining 
different  subjects  of  their  advertising  campaign  is  entitled 
"Steps." 

A  handsome  booklet  issued  by  a  concern  making  a  tree- 
sprayer  carries  the  title  "Spraying  for  Profits." 

The  "tips"  design  shown  in  Figure  8  is  a  good  example  of  a 
cover  design  for  a  booklet.     In  this  case  the  booklet  was  of 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  445 


HAS  THE  AMERICAN 
BUSINESS  MAN 
LOST    HIS    NERVE 


^ 


Fig.  7. — In  the  original  this  design  appeared  in  blue-gray  ink  on  an  india 
tint  stock.     The  arrangement  illustrates  the  strength  of  simplicity. 


446 


THE  ADVERTISING  HANDBOOK 


such  a  nature  that  the  reader  would  not  probably  go  through  it 
voluntarily.  Hence  the  designer  sought  to  use  a  title  that 
would  stimulate  interest.  Such  a  title  would  not  be  appro- 
priate for  a  catalog  sent  out  in  response  to  inquiries.  Gen- 
erally speaking,  printed  matter  of  this  latter  class  should  bear  a 
title  on  the  first  cover  indicating  the  contents,  even  if  there 
should  be  some  play  on  words  or  happy  phrasing  such  as 
"Cold  Facts  About  Monroe  Refrigerators." 


Fig.  8. — Sometimes  a  single  word  makes  the  most  striking  title  for  a 
booklet.  Here  the  advertiser  purposely  used  a  lower-case  letter  throughout. 
In  the  original  the  printing  was  in  dark  green  ink  on  gray  stock,  a  pleasing 
contrast. 


Inside  Title  Pages. — Whether  or  not  a  book  should  have  a 
formal  title  page  as  the  first  or  the  third  inside  page  depends 
on  its  character.  Very  often  space  is  at  such  a  premium  that 
the  first  inside  page  of  a  book  is  used  for  the  opening  text  of 
the  message.  Mail-order  advertisers  frequently  use  the  second 
cover  for  copy  explaining  how  to  use  the  catalog,  the  guarantee 
of  their  goods,  instructions  as  to  ordering,  etc. 

The  title  page  of  the  Strathmore  Paper  Company,  Figure  10, 
is  an  excellent  example  of  a  beautiful  title  page  such  as  would 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  447 

be  appropriate  for  a  booklet  designed  to  create  the  atmos- 
phere of  dignity. 

Color  Harmony. — The  subject  of  color  is  a  large  one  in  it- 
self, and  while  it  is  desirable  that  every  advertising  man  know 
something  of  color  principles  in  order  that  he  may  be  on  his 


Fig.  9. — Novel  booklet  cover  page.  Its  departure  from  the  conventional 
arrests  attention.  The  broken-dash  lines  merely  indicate  the  outside 
dimensions  of  the  page. 

guard  against  poor  recommendations  as  to  paper,  inks,  etc., 
the  best  procedure  for  him  when  he  is  about  to  undertake  a 
new  job  of  printing  is  to  seek  a  first  class  printer  and  examine 
the  file  that  such  printers  always  have  of  color  printing.  The 
paper  manufacturers  send  out  very  valuable  collections  of 
specimens  of  papers  and  printing  effects  prepared  for  them  by 
experts,  and  it  is  much  easier  for  the  .business  man  to  make  a 


448 


THE  ADVERTISING  HANDBOOK 


selection  from  such  specimens  than  to  wrestle  with  the  subject 
of  color  harmony  and  attempt  to  work  out  something  entirely 


new. 


FUNDAMENTAL  PRINCIPLES  OF  COLOR 


In  printing  practice,  the  three  colors  known  as  primary 
colors  are  red,  yellow  and  blue.     The  general  theory  of  color 


DIGNITY 

HOW  TO  ADVERTISE  DIGNITY 
WITHOUT  WORDS 


THE  ART  OF 

PAPERGKAPHIC  ADVERTISIMO 

NO.  3 


ARRANGED  BY 

PRB6ERIC   W.    GOUDY    FOR 

THE   STRATHMORE  PAPER  COMPAMT 

MITTIN.EAGUE,  MASS. 


Fig.   10. — A  fine   example  of  an  artistic   title  page. 

work  is  that  all  combinations  of  colors  can  be  made  from 
various  mixtures  of  the  three  primary  colors,  red,  yellow  and 
blue.  When  two  primary  colors  are  mixed,  the  result  is  known 
as  a  secondary  color.  For  example,  red  and  blue  make  violet; 
thus  violet  is  a  secondary  color.  Yellow  and  blue  make  green, 
and  green  is  known  as  a  secondary  color.    When  two  secon- 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS   449 

dary  colors  are  mixed  the  result  is  known  as  a  tertiary  color. 
Thus,  violet  and  green,  both  secondary  colors,  when  mixed, 
produce  olive,  which  is  a  tertiary  color.  The  following  table 
makes  the  principle  clear: 


Primary  colors 

Secondary  colors 

Tertiary  colors 

Red      \ 
Yellow/ 

Yellow  \ 
Blue     / 

Red      \ 
Blue     / 

Orange 

Green 

Violet 

Orange  \ 
Violet     / 

Green    1 
Orange  / 

Violet    1 
Green    J 

Russet 
Citrine 
Olive 

When  white  is  mixed  with  a  color  so  as  to  lighten  it,  the 
result  is  known  as  a  tint  of  the  color.  Baby  blue,  for  example, 
which  is  a  light  blue,  can  be  known  as  a  tint  of  blue.  When 
black  is  mixed  with  a  color  so  as  to  darken  it,  the  result  is 
known  as  a  shade  of  the  color.  Navy  blue,  for  example,  is 
known  as  a  shade  of  blue.  A  hue  of  a  color  is  the  result  of 
adding  one  color  to  another,  thus  if  violet  be  added  to  blue, 
a  hue  of  blue  is  obtained. 

Various  Types  of  Color  Harmony. — Another  principle  of 
color  harmony  is  that  when  the  three  primary  colors  are 
mixed,  white  is  produced.  This  principle  does  not,  however, 
hold  true  with  pigments,  but  on  this  principle  is  based  the 
method  of  getting  what  is  known  as  complementary  harmony. 
Complementary  harmony  is  obtained  by  using  with  one  color 
whatever  other  color  would  produce  white  if  ink  blended  as 
light  does.  For  example,  if  blue  is  to  be  the  dark  color,  the 
most  appropriate  second  color — on  the  complementary  har- 
mony method — would  be  a  second  color  made  up  of  the  other 
two  primaries,  red  and  yellow,  which  would  be  orange.  The 
following  chart  has  the  various  colors  arranged  in  such  a  way 
that  the  complementary  colors  are  opposite  each  other. 

29 


450 


TH^  ADVERTISING  HANDBOOK 


COMPLEMENTARY  HARMONY  CHART 


Shades 

GREEN 

Tints 

Tints 

RED 

Shades 

Shades 

Green- Yellow-Green 

Tints 

Tints 

Red-Red-Violet 

Shades 

Shades 

Yellow-Green 

Tints 

Tints 

Red-Violet 

Shades 

Shades 

Yellow- Yellow-Green 

Tints 

Tints 

Violet-Red-Violet 

Shades 

Shades  YELLOW  Tints 

Shades  Yellow- Yellow-Orange  Tints 
Shades  Yellow-Orange  Tints 
Shades  Orange- Yellow-Orange  Tints 


Tints  VIOLET          Shades 

Tints  Violet-Blue- Violet  Shades 

Tints  Blue-Violet         Shades 

Tints  Blue-Blue-Violet    Shades 


Shades 

ORANGE 

Tints 

Tints 

BLUE 

Shades 

Shades 

Orange-  Red-Orange 

Tints 

Tints 

Blue-Blue-Green 

Shades 

Shades 

Red-Orange 

Tints 

Tints 

Blue-Green 

Shades 

Shades 

Red-Red-Orange 
RED 

Tints 

Tints 

Green- Blue-Green 
GREEN 

Shades 

It  will  be  observed  that  in  going  from  orange  to  red  there 
are  three  intermediate  tones,  Orange-Red-Orange,  Red- 
Orange,  and  Red-Red-Orange.  These  have  their  comple- 
ments in  Blue-Blue-Green,  Blue-Green  and  Green-Blue- 
Green. 

The  advertising  man  can  always  be  certain  of  getting  agree- 
able contrasts  if  he  follows  this  complementary  color  chart, 
being  careful  to  see  that  whenever  a  tint,  shade  or  hue  of  a 
color  is  used  that  the  combination  color  be  used  in  such  a 
tint,  shade  or  hue  as  will  afford  the  correct  complementary 
contrast. 

The  dominant  harmony  principle  is  that  of  using  a  shade  or 
tint  of  one  color.  This  is  a  popular  method  in  advertising 
practice.  A  dark  green  ink,  for  example,  will  be  used  on  light 
green  paper,  or  light  green  ink  and  dark  green  ink  will  be  used 
on  white  paper. 

Analogous  harmo7iy  is  the  method  of  using  related  tones, 
one  of  which  carries  a  hue  of  another  color.  For  example, 
if  light  blue  were  used  with  a  dark  blue  that  carries  the  hue 
of  another  color,  the  harmony  attained  would  be  analogous 
harmony. 

It  will  be  observed  that  analogous  and  dominant  methods 
afford  harmony  but  not  striking  contrasts,  while  the  comple- 
mentary methods  afford  both  harmony  and  contrast. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  451 

General  Points  About  the  Use  of  Colors. — Nature  affords 
the  finest  examples  of  color  harmony  and  the  student  of  fine 
printing  effects  can  get  a  great  deal  from  his  study  of  foliage, 
flowers,  etc.  Natiu-e  uses  less  of  the  bright  colors  than  of  the 
subdued  colors.  A  great  deal  of  printed  matter  is  spoiled  by 
the  excessive  use  of  bright  colors.  Often  a  single  line  or  pos- 
sibly one  initial  in  color  gives  the  best  effect.  It  is  safer 
to  use.  the  primary  colors  in  smaller  quantities,  letting  the 
secondary  and  tertiary  colors  be  used  in  the  larger  areas. 

Generally  speaking,  bright  colors  should  go  in  the  upper 
part  of  a  design  rather  than  in  the  lower  part. 

Dark  colors  placed  close  to  light  colors  give  a  contrast  that 
makes  the  light  colors  appear  lighter  and  the  dark  colors  darker. 

A  bright  color  on  white  has  its  vividness  increased,  while  if 
run  on  a  dark  paper,  it  will  have  its  brilliancy  considerably 
decreased.     Gray  also  increases  the  brilliancy  of  bright  colors. 

The  warm  colors  are  red,  orange  and  yellow.  The  cold 
colors  are  blue,  green  and  violet.  Sometimes  the  warm  colors 
are  mixed  with  the  cold  colors  so  as  to  give  a  hue  that  will  be 
known  as  a  warm  hue — warm-green,  for  example. 

While  no  hard  and  fast  rules  can  be  laid  down,  it  is  a  good 
general  practice  to  use  colors  with  respect  to  their  warmth  or 
coldness  according  to  the  subject  to  be  treated.  It  would 
hardly  do,  for  example,  to  have  a  general  color  scheme  with 
red  or  yellow  predominating  if  the  subject  were  that  of  home 
ice-making  plants,  although  color  principles  could  be  dis- 
regarded to  the  extent  of  using  red  moderately  in  headings. 

Color  has  its  symbolism.  Violet  brings  royalty,  Easter 
and  other  topics  to  our  minds.  Green  suggests  coolness, 
grass,  springtime.  Blue  brings  to  mind  the  clear  sky,  the 
sea,  certain  types  of  uniform,  etc. 

None  of  the  colors  are  as  strong  in  display  effects  as  black 
— not  even  red.  Therefore,  in  order  to  get  a  display  effect 
equaling  black,  somewhat  larger  areas  of  type  should  be  used. 
An  initial  that  would  be  strong  enough  in  black  will  in  the 
same  size  look  somewhat  weak  when  printed  in  orange. 

Silver  and  gold  go  well  with  all  colors  and  add  richness. 
Silver  may  be  classed  as  a  cool  color,  while  gold  has  warmth 
and  richness. 


452  THE  ADVERTISING  HANDBOOK 

Two -Color  Printing. — A  wide  range  of  effects  in  printing 
matter  can  be  had  with  the  use  of  two  colors.  The  cover 
design  shown  in  Plate  VII  is  a  good  example  of  how  a  pleasing 
three-color  effect  can  be  had  by  the  use  of  two  colors  by  merely 
having  the  plates  overlap.  Plate  VIII  is  another  excellent  ex- 
ample of  the  use  of  two  inks  on  a  tinted  paper.  Plate  IX 
shows  the  effective  use  of  color  for  decorative  illustration. 

An  almost  endless  range  of  two-color  combinations  is  pos- 
sible.    The  following  are  just  a  few  examples: 

1.  Light  green  with  black. 

2.  Orange  with  black. 

3.  Light  blue  with  black. 

4.  Red  with  black. 

5.  Orange  with  blue. 

6.  Orange  with  brown. 

7.  Buff  with  rich  brown. 

8.  Red  with  green-black. 

9.  Buff  with  green-black. 

10.  Light  gray  with  dark  gray. 

11.  Bright  red  with  olive. 

WORKING  METHODS  IN  PREPARING  CATALOGS  AND 
BOOKLETS 

Making  up  the  Dummy. — ^^Whether  a  printed  job  is  to  be 
merely  a  card,  or  a  folder,  or  a  book  of  considerable  size,  the 
best  procedure  is  to  first  have  a  dummy  made  up  of  blank 
paper,  preferably  of  the  exact  paper  to  be  used  in  the  finished 
job,  though  this  is  not  essential. 

If  there  is  considerable  illustrating  to  be  done,  this  dummy 
should  first  be  handled  by  the  illustrator  who  will  sketch  out 
the  character  and  position  of  the  pictorial  features,  the  large 
illustrations,  headpieces,  border  arrangement,  title  page,  etc. 
Whether  this  should  be  done  with  great  care  and  with  the 
use  of  colors  depends  again  on  the  conditions  of  the  job. 
Sometimes,  in  order  to  visualize  a  job  properly  and  to  get  the 
approval  of  an  advertiser,  dummies  are  prepared  with  great 
care  and  may  represent  hundreds  of  dollars  of  expense.  The 
preparations  of  elaborate  dummies  is  so  expensive  that  many 
printing  houses  refuse  to  do  this  for  customers  if  they  are  to 
bid  on  the  work  in  competition  with  other  printers.     Never- 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS   453 


theless,  dummies  often  form  an  important  part  of  soliciting 
work.  If  the  advertiser  wishes  to  avoid  disappointment 
among  printers,  he  can  do  this  by  preparing  the  dummy  at 
his  own  expense,  whether  it  is  an  elaborate  one  or  merely  a 
rough  layout  of  the  proposed  job. 

iUtarB  layout  with  eofy  to  Page_<^\- 

Weinstock,  Lubm  &  Co.  -^ 

Sacramento.  Cal.  jj      j    Q 

21  24    I     27    I     :10  33  36  ^^*'      '^"^ 


HAND      COMPOSITION 

HACHlKli£ 

AUTH6R'S        ALTERATIONS           1 

NAmK 

BATE 

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7 

4 

9 

NArte    BATtl    1 

NAME 

»ATE 

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Fig.  11. — The  advertising  man's  layout  for  a  catalog  page. 

Having  indicated  the  position  of  all  illustrations,  the  next 
step  is  to  decide  on  the  style  and  sizes  of  type  to  be  used  in 
the  book.  It  is  very  often  desirable  to  use  at  least  two  sizes, 
a  larger  text  for  introductions,  main  descriptions,  etc.  and 
smaller  type  for  details,  synopses,  tabular  work,  etc. 


454 


THE  ADVERTISING  HANDBOOK 


The  large  mail  order  houses  have  catalogs  of  such  sizes  and 
costs  that  the  efficient  handling  of  them  is  a  problem  in  itself. 
Many  of  these  go  so  far  as  to  have  a  careful  layout  made  of 


Fiu.  12. — Finished  page  of  mail-order  catalog.     Compare  with  Fig.  11. 

each  page  in  the  book,  so  as  to  be  sure  that  all  illustrations, 
large  and  small,  are  properly  placed  and  that  the  proper 
amount  of  copy  is  written.     Figure  11  shows  the  rough  layout 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  455 

of  a  page  from  the  catalog  of  Weinstock,  Lubin  &  Co.  of  Sac- 
ramento, Calif.,  and  Figure  12  shows  the  finished  catalog  page. 
The  following  from  the  advertising  manager  of  Weinstock, 
Lubin  &  Co.,  in  Western  Advertising,  gives  a  general  descrip- 
tion of  the  methods  used  in  preparing  this  catalog. 

It  is  decided  in  conference  how  many  pages  shall  constitute  the 
book  and  its  size.  This  is  dependent  upon  mailing  cost — in  our 
case  a  half-pound  book  mailing  anywhere  for  4  cents — and  also 
press  equipment. 

Then  a  certain  number  of  pages  are  assigned  to  each  depart- 
ment after  a  close  analysis  has  been  made  of  past  sales,  and  future 
sales  expectancies  have  been  computed. 

After  the  page  assignments  are  made,  the  advertising  executive 
works  out  a  time  schedule  for  the  receipt  of  samples  from  the  mer- 
chandise department,  the  making  of  layouts  and  the  giving  out  of 
work  to  the  artists. 

It  usually  takes  four  months  to  make  a  catalog  from  the  time  the 
first  samples  are  received  to  the  day  the  first  book  is  mailed. 

Certain  periods  are  designated  when  first  copy  shall  go  to  the 
printer.  On  our  book  the  first  form  of  32  pages  goes  to  press  De- 
cember 10th,  and  a  form  of  32  pages  is  placed  on  the  press  every  ten 
days  thereafter  until  the  six  forms  are  complete. 

The  engraving  and  electrotyping  must  be  scheduled  to  meet  the 
printer  and  the  presses.  The  colored  cover  and  inserts  must  meet 
the  last  form  at  the  book-binder  on  time  to  insure  prompt  delivery. 

What  matter  if  advertising  man,  printer,  engraver  or  artist  work 
into  the  ''wee  sma'  hours" — a  great  work  is  on  its  way — expected 
by  each  craftsman,  in  his  fine,  anticipated  by  the  up-to-date  farmer's 
wife  on  distant  plain. 

Now  the  individual  buyer  must  decide  what  goods  he  is  going  to 
display  on  his  pages.  Many  lines  are  secured  from  the  Eastern 
markets  and  the  choicest  is  selected  under  the  supervision  of  the 
merchandise  manager. 

So  much  has  already  been  written  about  mail-order  copy  that 
it  is  scarcely  necessary  to  touch  upon  that  subject  here.  However 
profitable  briUiant  descriptions  and  highly  imaginative  copy,  may  be 
in  other  mediums  and  for  other  merchandising  systems,  they  have 
no  place  in  the  mail-order  catalog. 

Its  compiler  is  not  troubled  with  whether  or  not  his  copy  has 
''punch."  What  he  finds  vitally  necessary  is  that  the  most  com- 
prehensive and  understandable  description  possible  is  given  of  each 


456  THE  ADVERTISING  HANDBOOK 

article.  It  is  incredible  how  many  interpretations  can  be  given  to  a 
simple  statement.  And  of  all  things  the  catalog  must  not  be  the 
cause  of  endless  correspondence  because  of  incomplete  or  indefinite 
descriptions. 

The  advertising  manager  and  his  assistants,  layout  man  and 
copy-writer  are  now  called  in  and  the  merchandise  story  is  told. 

At  this  time  the  actual  articles  to  be  displayed  in  picture  form 
and  those  to  be  listed  in  print  are  presented.  So  nrnch  merchandise 
must  go  on  a  page.  The  relative  sales  value  of  the  different  positions 
on  a  page  is  considered,  as  well  as  the  amount  of  space  a  certain  article 
is  entitled  to. 

Each  page  must  bring  in  so  much  money.  Therefore,  the  proper 
merchandise  must  be  properly  displayed.  The  layout  man  roughly 
sketches  in  an  idea  covering  the  points  brought  out  in  the  discussion. 
If  approved,  the  merchandise  and  layout  is  sent  to  the  advertising 
office  to  be  revamped  on  a  layout  sheet.  The  samples  are  properly 
tagged  and  full  instructions  are  written  to  the  artist. 

Each  page  in  the  book  must  be  merchandised  first,  then  advertised 
to  the  satisfaction  of  buyer,  merchandise  man  and  advertising 
executive  before  a  ''lick"  of  art  work  is  done. 

To  the  average  advertising  man  art  work  consists  of  a  mat  service, 
a  few  drawings  per  month  and  a  big  page  on  special  occasions. 

But  think  of  giving  out  150  pages  of  art  work  in  less  than  a  month 
and  a  half's  time,  pages  on  which  at  least  five  different  men  work. 

It  might  be  interesting  to  follow  the  making  of  a  page  of  four 
women's  coats  through  an  Eastern  art  studio. 

The  rough  layout  and  written  directions,  together  with  merchan- 
dise samples  are  turned  over  to  a  layout  artist.  He  sketches 
in  the  pose  of  the  figures  in  pencil.  The  body  posture  and  the 
folds  of  the  garments  are  then  washed  in  by  a  special  artist.  Next 
a  detail  artist  works  on  the  detail  of  the  garment.  A  head  artist 
puts  in  the  hands,  feet  and  head.  A  background  artist  lays  in  the 
background.  Then  the  drawing  goes  back  to  the  second  artist,  who 
cleans  up  the  rough  edges  and  it  is  then  shipped  back  to  meet  a 
definite  date  on  the  schedule. 

Most  catalog  directors  can't  draw  a  straight  line. 

It  is  an  amusing  fact,  but  nevertheless  true,  that  many  advertising 
directors  cannot  draw  a  presentable  figure  of  a  woman,  but  this  is 
unnecessary,  as  a  few  simple  strokes  or  ovals  representing  figures, 
with  definite  spaces  measured  off  for  copy  and  heading,  coupled 
with  complete  written  directions  to  the  artist,  produce  a  wonderful 
piece  of  art  work. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  457 

The  pictures  represent  the  rough  layout  sent  the  artist  and  the 
complete  printed  catalog  page.  The  artist  produces  the  illustrations 
about  two  and  a  half  times  as  large  as  the  catalog  pages. 

Upon  receipt  of  the  art  pages  from  the  local  and  Eastern  artists, 
copper  half-tone  plates  are  made. 

The  copy  is  written  from  detailed  information  furnished  by  the 
merchandise  department  and  a  study  of  the  sample  itself.  This 
study  is  ofttimes  made  by  means  of  a  high  power  microscope  and 
by  a  caustic  soda  bath  to  reveal  whether  an  article  is  all  wool  or  half 
cotton.  The  customer  must  not  be  deceived  either  by  the  picture 
or  the  description. 

All  the  hard  work  of  getting  the  samples  and  the  layouts  to  the 
artists  is  now  over,  and  the  battle  is  carried  to  the  print  shop,  where 
a  close  schedule  must  be  met  so  that  the  continuous  operation  of 
presses  may  not  be  halted  and  the  book  delayed. 

Chart  Used  by  Catalog  House. — Figure  13  is  a  reduced 
reproduction  of  the  layout  sheet  used  by  Montgomery  Ward  & 
Co.  in  the  production  of  its  great  catalog.  A  layout  of  this 
type  is  prepared  for  each  page  of  the  book.  Every  illustration 
must  be  carefully  indicated  on  the  sheet  by  a  pasted  proof. 
The  spaces  for  the  various  items  of  copy  are  numbered  and 
the  copy  is  numbered  to  correspond. 

The  advertiser  who  prepares  a  catalog  only  once  in  every 
year  or  so  or  whose  output  of  booklets,  folders,  etc.  is  not 
large  does  not  find  it  necessary  to  adopt  such  methods. 
The  mail-order  companies,  on  the  other  hand,  have  a  very 
large  undertaking  in  the  preparation  of  their  catalogs,  and 
the  work  requires  not  only  a  number  of  people  but  the  adop- 
tion of  every  method  that  will  save  paper,  time,  and  delay. 

Another  Advertiser's  Working  Method. — Figure  14  shows 
graphically  the  general  program  that  a  large  general  adver- 
tiser follows  in  preparing  his  catalog.  The  following  extracts 
from  Printers^  Ink  Monthly  make  the  various  steps  clear. 

"Here,  very  briefly  stated,  is  the  Furst  system: 
^'Size. — This  should  be  determined  first. 
'*  Stock, — The  quahty  and  weight  of  stock  come  next. 
"Cover. — The  color  scheme  and  design  as  well  as  color  and  weight  of 
stock  should  be  figured. 

"Envelope. — Knowing  the  size  of  the  catalogue,  the  envelope  size, 


458 


THE  ADVERTISING  HANDBOOK 


its  color  scheme,  character  of  stock  and  kind  of  fastener  should  be 
considered. 

*^  Dummy. — ^A  number  of  paper  dealers  should  be  asked  to  submit 
actual-size  dummies  and  prices  for  stock.  This  dummy  will  show 
how  the  finished  catalogue  will  look.  Start  work  on  the  cover 
immediately,  as  well  as  a  design  for  the  editorial  or  title  page. 


Fig.   13. — The  Montgomery  Ward  catalog-page  chart  largely  reduced. 


^'Weight. — With  the  above  information  one  can  approximate  the 
weight,  and  know  what  the  postage  will  amount  to. 

^^  Schedule. — Prepare  a  schedule  allowing  a  reasonable  time  for 
the  laying  out  of  pages,  making  of  engravings,  writing  of  copy,  type- 
setting, electrotyping,  printing,  and  binding.  Live  up  to  these 
dates  rehgiously  to  insure  the  book  coming  out. 

*'  Terms. — As  many  of  Furst  Brothers'  dealers  used  their  catalogue 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS   459 

when  reselling  to  their  customers,  it  was  necessary  that  the  catalogue 
contain  list  prices  so  simply  devised  that  the  retailer  could  tell  what 
the  goods  cost  him  without  any  fussing  or  figuring.  To  meet  this  con- 
dition an  insert  was  placed  in  the  front  of  the  book  whereon  price 
marks  could  be  explained  and  terms  given.  The  insert  was  so 
devised  that  it  could  be  torn  out  of  the  catalogue  without  defacing  it. 


puRST  Brothers  8t(§QjAL.0G  Chart 


I       SIZE  h 

I  STOCK  I- 

I  INSERTS  |- 

I  COVER  |- 

I  merchandise] 
I  layouts" 

I  ART  WORK  I 

Icomposition]- 

I     PROOFS     \- 


JfL-  Z'      X  ^ENCLOSl 

'£\ — (policy) — r^zzz 

IH  Vlx  HPEP15EQU 


SEQUENCE 


— @— 


CORRECTIONSh 


CHECK  OLD  LIST 


NEW  NAMES 


envelope"! 

DUMMY      I 
WEIGHT  ~1 

schedule"] 


ENGRAVINGI 

COPY     ~1 

PRICING   ~| 


,— lELECTROTYPESi 


JPRE5SW0RK 


BINDING~| 


ADDRESSING 


INCLOSING 


Fig.  14. 


^'Enclosures. — An  order  blank  and  return  envelope  should  always 
accompany  a  catalogue.     This  makes  it  easy  for  retailers  to  order. 

"Sequence  of  Pages. — ^Lines  should  be  listed  in  the  order  of  their 
importance,  both  from  a  profit  and  sales  standpoint. 

''Selecting  the  Merchandise. — While  the  mechanical  arrangements 
are  under  way,  the  department  heads  should  be  selecting  items  to  be 
catalogued.  Each  fine  should  be  gone  over  carefully  and  items 
chosen  which  would  prove  interesting  in  a  catalogue,  both  in  regard 
to  illustration  and  selling  value. 


460  THE  ADVERTISING  HANDBOOK 

'^ Laying  Out  the  Pages. — Rough  dummies  of  the  pages  are  made 
in  pencil  from  the  merchandise  direct.  As  soon  as  these  dummies 
are  finished,  samples  of  the  merchandise  listed  on  them  are  sent  to 
the  photographer.  Prints  that  would  stand  retouching  are  made. 
As  fast  as  these  come  in,  reproduction  sizes  are  marked  upon  them, 
using  the  rough  dummy  as  a  guide. 

''Art  Work  and  Engraving. — The  next  step  is  to  send  photo- 
graphic prints  to  an  engraving  house  for  retouching  and  photo- 
engraving. 

"Writing  the  Copy. — While  engravings  are  being  made  copy- 
is  written,  using  the  dummies  as  guides,  and  a'duphcatesetof  samples 
for  technical  descriptions.  As  soon  as  the  copy  is  typewritten  it  is 
handed  to  the  various  department  heads  for  pricing.  A  sample 
page  is  sent  to  the  printer  and  the  style  of  typesetting  decided  upon 
after  two  or  three  samples  are  furnished.  After  the  style  is  selected, 
type-setting  costs  are  figured,  and  the  copy  turned  over  to  the  printer. 
By  the  time  the  printer  has  the  type  set,  the  cuts  are  furnished  and 
the  printer  makes  up  the  pages. 

"Proofs. — When  proofs  are  ready  they  are  turned  over  to  the  de- 
partment heads  and  checked  for  cuts,  numbers  and  prices, 

"Electrotypes. — Page  by  page  is  sent  to  the  electrotyper  as  soon  as 
it  receives  the  final  O.K.  The  electrotype  proofs  are  rechecked  so 
that  no  errors  can  creep  in. 

"Printing  and  Binding. — The  latest  Furst  catalogue  was  printed 
in  three  32-page  signatures  and  one  16-page  signature.  The  elec- 
trotypes were  turned  over  to  the  press-room  and  each  signature  was 
printed  as  soon  as  electrotypes  were  complete.  Meanwhile,  the 
cover  had  been  printed  and  when  the  last  form  was  off  the  press 
the  book  was  ready  for  binding. 

"  Mailing. — While  the  book  was  being  printed  envelopes  were  being 
addressed,  both  from  the  regular  hst  as  well  as  from  the  hst  of  in- 
quiries.   Hence,  there  was  no  mailing  delay." 

TYPOGRAPHICAL  TREATMENT 

The  inside  pages  of  catalogs  and  booklets  admit  of  a  wonder- 
ful variety  of  treatment.  It  is  not  possible  in  a  single  volume 
to  show  many  specimens  of  appropriate  arrangement.  The 
examples  of  typographical  treatment  and  general  arrangement 
shown  in  these  pages  can  merely  suggest  the  variety.  With 
borders  of  great  variety,  which  may  be  of  the  standard  sort 
or  drawn  especially  for  the  job;  with  a  wide  range  of  types 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  461 

suitable  for  book  pages,  with  the  opportunity  to  run  some 
of  the  type  or  all  of  the  type  in  an  appropriate  color,  and 
with  the  further  opportunity  to  use  tints  as  backgrounds 
or  as  color  for  the  borders,  initials,  etc.  the  catalog-preparer 
has  only  himself  to  blame  if  he  does  not  tiu^n  out  a  distinctive 
and  readable  job  of  printing.  The  section  of  this  Handbook 
devoted  to  Types  and  Printing  Practice  should  be  consulted 
for  a  great  variety  of  type  faces  suitable  for  catalog  and 


^ 

.^^ 


.2^>: 


(C) 


Fig.  15. — (A)  illustrates  extreme  simplicity  and  (5)  a  good  way  of  hand- 
ling page-width  illustrations.  (C)  is  set  in  Bodoni  with  drawn  borders.  In  the 
original  the  illustration,  decoration  and  border  were  run  in  a  restful  shade  of 
green  and  the  type  matter  in  black. 


booklet  work.     Some  of  these  types,  while  too  strong  for  book 
work  when  in  black,  are  artistic  in  brown,  green,  gray,  etc. 

Special  Borders. — It  is  expedient  with  some  types  of  cata- 
log and  booklet  work  to  have  special  borders  prepared.  These 
may  be  simple  with  perhaps  ornamental  corners  or  they  may 
be  elaborate  and  symbolic  of  the  subject  covered  by  the  cata- 
log, possibly  combined  with  illustrations  which  may  in  turn 
be  half-tones  of  photographs  or  line  drawings  or  wash  draw- 
ings, printed  either  in  the  heavy  color  of  the  book  or  in  a  tint. 
In  the  latter  case,  a  dummy  of  the  book  should  be  made  up  by 


462 


THE  ADVERTISING  HANDBOOK 


the  illustrator,  and  aft6r  the  drawings  are  all  laid  out  the  copy 
should  be  adjusted  to  fit  the  spaces  left  in  the  various  pages 
for  type  matter. 


watchword  and  "wasteless  advertising"  will 
be  the  phrase  heard  everywhere.  In  the  last 
two  years  any  manufacturer  would  sell  more 
of  a  worthy  product  than  he  could  turn  out 
and  could  get  any  price  within  reason.  The 
wholesales  organization,  which  includes  the 
publicity  department,  has  temporarily  sur- 
rendered "first  place"  to  the  production  de.. 
partment 

DuRiNO  this  period  the  bust-         Greater 
ness  paper  is-  being  read  more         Reliance 
carefully  than  ever  before.  The    °"      p"^ 
industrial     papers     are     being 
scanned  most  eagerly  for  markets  and  for 
reports  on  plant  improvement.    The  dealer 
papers  are  being  greatly  sought  for  their  mar- 
ket reports  and  for  their  advice  on  the  meth- 
ods to  be  pursued  under  these  unusual  con- 
ditions.   The  paper  that  has  a  real  reason 
for  existence,  and  _a  jsenuine_  backbone  j^ 
standing  * 
"way,"  r^ 
When  { 
the  busint) 
tiser.  it  is  II 


(A) 


SIMPLY   A   MATTER   OF   CO-OPERATION 


the  otheM 
paper  majj 
helping  t<j 
they  bothi 
proper  bui 
counsel  thj 
the  maxiiil 
I 
Manv  em 
manufactu 
Stated  th^ 
ment  of  tb 
sponsible  [ 
the  progrn 
of  the  Anl 
utor.  All! 
izations  itij 
approachei 
facturers  U 
lar  publici)* 
As  an  ey, 
ness  press' 
tional  advi 
paper  whi* 


that  it  says:  'Go  out  and 
buy  it!" 

This  advertising  had  per- 
formed the  work  intended 
when  it  arrested  your  atten- 
tion. In  addition  it  must 
have  carried  a  compelling 
message.  When  you  hnk 
up  these  two  factors  you 
have  the  'uhimate'  in 
advertising.  It  is  impossible 
to  properly  estimate  the 
worth  of  such  a  message 
— its  advantages  are  cumu- 
lative. 

rtad  on 


(B) 


Fig.  16. — (A)  illustrates  border  treatment  for  a  long,  narrow  page  and 
the  "set-in  heading."  (B)  is  an  excellent  example  of  effective  running  title 
(the  light  rule  was  run  in  color)  and  large  body  type. 

Various  Arrangement  of  Borders. — In  the  arrangement  of 
plain  borders,  the  arrangement  is  likely  to  take  one  of  the 
following  forms: 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  463 

1.  Borders  around  entire  page. 

2.  Borders  top  and  bottom  only. 

3.  Borders  at  top  only. 

Borders  in  Color. — If  a  book  is  to  be  printed  in  two  or  more 
colors,  it  is  usually  the  better  plan  to  have  the  borders  appear 


.'''■""•. 


Fig.  17. — Four  helpful  examples  of  page  layouts  showing  drawn  border, 
band-border  run  in  color,  the  placing  of  two  illustrations  on  a  page  and  the 
arranging  of  a  list  of  users. 

in  color,  though  it  is  entirely  practicable  to  run  the  borders  in 
black  or  whatever  heavy  color  is  used  in  a  job  and  to  use  the 
bright  color  for  initials  or  possibly  headlines. 

Favorite  colors  for  borders  are  orange,  green,  red,  olive, 
gray.     Strong  colors  such  as  purple,  bright  blues  and  yellows 


464 


THE  ADVERTISING  HANDBOOK 


are  not  ordinarily  in  good  taste.  Sometimes,  however,  the 
nature  of  the  subject  might  make  a  color  such  as  purple  ap- 
propriate— Easter  flowers,  hats  or  clothing  for  example — 
whereas  it  would  be  too  strong  a  color  for  most  printing  jobs. 

ILLUSTRATIONS,  MARGINS,  BALANCE 

Character  and  Size  of  Illustrations. — The  principles  that 
govern  illustrations  in  catalogs  or  booklets  do  not  differ  greatly 
from   those   applying   to   illustrations   in   advertisements  in 


(PoHo  -  the  Radiator  (Plassie 

wan.  lighting  fixtures,  doors,  windows,  thm,  molding, 
tern  cotta,  tik,  faioux,  which  go  to  nuke  the  hvmonious 
and  beautiful  interiors  of  modem,  architecturally-duste 
homes.  The  housewife  changes  even  her  silverware  to 
keep  pace  with  bettering  furnishings 

This  great  Renaissance  of  Artistic  Quality  has  aroused 
an  insistent  demand  for  a  radiator  design  which  must 
satisiy  the  heating  requirements,  and  yet  through  elegance 
of  proportion  shall  laid  distinction  and  charm  to  iu  sur 


Comfort  and  elegance!  These  concomitant  drnatiA* 
had  become  the  insistent  watchword  of  the  last  decade: 
and  deep  in  the  heart  of  each  househoider.  architect, 
and  contractor  had  germinated  and  grown  the  common 
desire  for  a  Radiator  Classic— Harmoniously  propor- 
tioned, graceful  of  outline— inconspicuoui  and  reduced 
in  tiie— superlative  in  heating  power 


Gorto  -  the  Radiator  (Piassio 

The  series  of  columns  that  constitute  this  radiator 
makes  it  unparalleled  for  resisting  high  internal  pressures. 
The  mtemal  area  of  its  tubes  in  relation  to  the  heating 
Birface  has  been  reduced  to  about  one-quarter  of  that 
now  generally  in  use.  Not  only  has  this  invention 
greatly  mcrfaswl  the  pressure-resisting  ability  of  the 
Co«TO  Radiator,  but  m  reducing  the  mtemal  area  the 
water  or  steam  contents  are  likewise  decreased. 

The  water  content  of  the  ConTo  is  equal  to  three- 
fourths  of  a  pound  per  square  foot  of  heating  surface,  or 
about  one-half  the  water  content  of  the  average  radia* 
tor,  this  assures  quick  and  positive  venting  for  all  bods 
of  steam  and  vapor  systems,  while  in  water  installatiooa 
It  provides  a  rapid  circulation,  causing  the  radiator  to 
respood  more  quickly  to  the  immediate  heating  needs. 

The  symmetrical  pacings  between  the  tubes  and  the 
decreased  sue  Qiereof  permit  of  obtaining  approximately 
JO  percent  more  heating  surface  in  a  given  area  of  Soot 
•pace  than  with  any  other  type  of  radiator. 

Irrespective  of  height,  a  aenes  of  seven  sises  rangiog 
from  two  to  five  feet  of  heating  area  have  been  pro- 
duced, and  the  surface  of  each  additional  sue  will  be  in- 
ceased  by  one-half  square  foot,  thus  abandoning  the 
cumbersome  method  of  increasing  heating  surface  by 


It  is  with  exceptional  pleasure  that  wi 
today  to  our  fnends  and  patrons  the  artistic  refinements 
mcy  of  the  Coilto,  with  fiill  futh  in 


Fig.  18. — Facing  pages  of  an  artistic  book  set  in  Goudy  with  drawn 
headways — these  appearing  in  color  in  the  original.  The  illustration  is 
daintily  drawn  to  harmonize  with  the  general  tone  of  the  book. 


general.  Both  drawings  and  photographs  are  used  freely. 
Whether  or  not  one  or  the  other  should  be  used  depends  on 
the  subject  to  be  advertised.  As  in  the  case  of  periodical 
advertising,  photographs  often  lend  realism  that  may  not  be 
had  with  drawings,  but  drawings  often  yield  plates  of  superior 
printing  effects  as  well  as  scenes  that  may  not  be  easily  de- 
picted by  the  use  of  photographs.  It  frequently  happens  that 
a  combination  of  drawings  and  photographs  is  best. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  465 

During  late  years,  since  paper  costs  have  advanced  so 
rapidly,  many  advertisers  have  found  that  they  could  reduce 
the  size  of  their  catalog  illustrations,  where  a  great  many  dif- 
ferent articles  must  be  shown,  without  seriously  impairing 
the  pulling  power  of  the  literature.  Where,  however,  special 
attention  should  be  drawn  to  some  subject,  it  is  advisable  to 
use  an  illustration  of  good  size.  Good  illustrations  are  usu- 
ally just  as  important  as  good  copy,  and  often  pictures  will 
go  much  further  than  words. 


SAFELY  locked  in  the  heart  and  brain  of  every 
woman  worthy  of  the  name  is  an  ideal  of  a 
husband  and  the  plan  of  a  home 

These  womanly  ideals  and  plans  have  become 
almost  feminine  instincts  through  the  evolution 
of  civilization  to  culture.  But  for  some  peculiar 
reason  man  has  always  assumed  the  prerogative  of 
supplying  what  he  considered  the  utilitarian  por- 
tions of  the  house  and  to  woman  he  delegated  its 
ornamentation. 

Not  all  men  have  yet  learned  that  twentieth  cen- 
tury women  have  become  not  only  the  largest 
buyers,  but  also  the  finest  judges  of  the  necessi- 
ties as  well  as  the  luxuries  of  everyday  existence. 

Women  have  always  looked  to  making  the  habi- 
tation more  comfortable— a  home  as  it  were— and 
you  may  be  sure  that  it  was  a  woman  who  threw 
a  skin  she  had  cured  with  her  own  hands  on  the 
floor  of  the  rude  tent  to  cover  the  stain  of  blood 
on  the  pounded  clay  made  when  the  man  slung  the 
animal  he  had  killed  across  the  opening. 

Then  there  was  no  thought  of  the  hygienic  clean- 
liness that  made  for  health.  It  was  only  that  the 
sight  of  blood  should  not  offend  the  eye,  and  that 
something  that  was  soft  for  the  bare  feet  of  the 
whole  family  should  shut  out  the  sickening  sweet 
smell 

Later,  it  was  a  woman  who  laboriously  washed 
the  stain  of  human  blood  away  from  the  huge  rough 
slabs  of  stone  which  formed  the  hallway  to  the 
entrance  of  the  castle  after  an  assault. 


Fig.  19. — An  extremely  well  filled  page  but  an  arrangement  of  text  that 
produces  strong  contrast  with  the  facing  illustration.  In  the  original,  the 
borders  were  in  light  orange  and  there  were  touches  of  orange  in  the  illus- 
tration. 


The  shape  of  the  illustrations  should  harmonize  with  the 
general  shape  of  the  page.  A  square  plate  does  not  look  well, 
for  example,  in  a  long,  narrow  type  page.  In  such  a  case,  it 
is  well  to  have  the  plate  with  one  dimension  considerably  longer 
than  the  other. 

Regard  must  be  had  for  the  setting  of  type  around  plates. 
In  a  page  the  size  of  this  book,  for  example,  the  plate  should 
not  be  wider  than  2J^^  inches,  if  type  is  to  be  set  around  it. 
If  a  plate  for  this  page  were  made  3  or  S}i  inches  wide,  the 

30 


466 


THE  ADVERTISING  HANDBOOK 


type  set  around  it  would  be  poorly  arranged.     Plates  that 
must  be  wider  should  be  very  nearly  the  extreme  width  of  the 


i 

1 

1 

Ik 

Fig.  20. — The  margin  as  a 
narrow  frame  of  white. 


Fig.  21. — Type  page  properly 
placed  with  wide  margins. 


type  measure. 


Generally,  it  is  better  instead  of  having  the 
plate  the  exact  width  of  the  type 
measure  to  have  it  a  little  narrower. 

Figures  20  and  21  illustrate  the 
treatment  of  margins  in  their  rela- 
tionships to  cover  and  title  pages. 
If  a  design  is  to  fill  the  sheet  almost 
entirely,  a  little  margin  of  white 
space  run  around  the  design  will 
give  a  pleasing  appearance. 

If,  however,  the  design  is  to  be 
small  enough  to  allow  for  consider- 
able margin,  it  is  better  to  conform 
to  the  plan  shown  in  Figure  21 
where  the  largest  amount  of  margin 
is  at  the  bottom. 

A  design  of  the  character  shown 
^       oo     rpv     ,   ,  ,  by  Figure   21    does   not  look   well 

Fig.    22. — The   balance   of      *^         °  v       v 

display  appears  most  pleasing  when   placed   m  the  lineal   center. 

SectkTn  7^  ^^^°  ^*  '^  '^'*^'''  ^^  ^^^*'   ^  ^  design   consists  of  a 

much    smaller    display,    such   as   a 
single  line,  or  two  lines,  it  should  be  placed  somewhere  in  the 


I 

1                  2 

1                   ^ 

1                   ^ 

1                    5 

1 

CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  467 


second  section  of  the  length  of  a  page  if  the  length  were 
divided  into  fifths.  A  glance  at  Figure  22  will  make  this 
appear  clear.  Sometimes  designs  are  placed  higher,  but  a 
heavy  display  can  rarely  be  placed  lower  unless  there  is  some 
display  near  the  top  of  the  sheet  that  brings  the  balance  of 


Fig.  23. — Illustrations  kept  wholly  within  the  type-page  limits. 


FiQ.  24. — Illustrations  adapted  to  type  page  but  running  out  into 
marginal  space. 

display  somewhere  in  the  second  fifth  section.  Place  a  dis- 
play word  in  Section  3  of  Figure  22  and  observe  the  effect. 
Then  change  to  Section  2. 

Figures  23  and  24  show  a  pleasing  arrangement  of  illustra- 
tions with  reference  to  type  matter  and  the  balance  of  the 


468 


THE  ADVERTISING  HANDBOOK 


illustrations.  It  is  important  to  study  the  effect  of  facing 
pages.  For  example,  in  Figure  24  if  the  illustration  on  the 
right-hand  page  had  been  a  single  one  of  exactly  the  same  char- 
acter as  that  on  the  left-hand  page,  and  placed  in  exactly  the 
same  way,  the  result  would  not  have  been  so  pleasing. 

COPY  CONSIDERATIONS 

Copy  Schedule. — Having  decided  on  the  typography,  the 
different  sections  of  the  book  can  be  measured  and  the  amount 
of  copy  figured.  At  this  stage,  it  should  be  possible  to 
make  up  a •  copy-preparing  schedule  such  as  the  following: 


CATALOGS  AND 
BOOKLETS 

The  latest  edition  of  the 
Standard  Dictionary  defines  a 
catalog  as  "a  list  or  enum- 
eration o[  names,  titles,  per- 
sons or  things  .  .  .,  '  and  a 
booklet  as  "a  small  or  unpre- 
tending book ;  a  little  book 
or  pamphlet." 

Neither  definition  gives  the 
accepted  meaning,  so  far  as 
advertising  literature  is  con- 
cerned. A  commercial  cata- 
logue is  nearly  always  more 
than  a  mere  "list,"  and  so- 
called  "booklets"  are  fre- 
quently both  large  and  pre- 
tentious. 

A  catalog,  ordinarily,  is 
a  list  of  articles  with  descrip- 
tions and  prices,  and  usually 
it  is  a  bound  volume,  thou(;h 
a    large    (older    might    easily 


CATALOGS  AND 
BOOKLETS 

The  latest  edition  of  the 
Standard  Dictionary  defines 
a  catalog  as  a  "list  or 
enumeration  of  names, 
titles,  persons  or  things  .  .," 
and  a  booklet  as  "a  small 
or  unpretending  book;  a 
little  book  or  pamphlet." 

Neither  definition  gives 
the  accepted  meaning,  so 
far  as  advertising  literature 
is  concerned.  A  commer- 
cial catalog  is  nearly 
always  more  than  a  mere 
"list,"  and  so-called  "book- 
lets" are  frequently  both 
large  and  pretentious. 

A  catalog,  ordinarily, 
is  a  list  of  articles  with  de- 
scriptions and  prices,  and 
usually  it  is  a  bound  vol- 
ume, though  a  large  folder 
might  easily  be  of  a  catalog 


Fig.  25A.  Fig.  25B. 

Fig.  26A. — This  booklet  page  shows  the  appropriateness  of  condensed 
type  to  a  long  narrow  page.  It  also  shows  the  proper  adjustment  of  the 
margins  if  a  good  "book  appearance"  is  desired.  The  margin  next  to  the 
center  of  the  book  is  the  narrowest;  the  top,  outer  and  bottom  margins  follow 
in  order  as  to  width. 

Fig.  25B. — Extended  type  is  better  suited  to  a  page  wider  than  its  length 
than  it  is  to  a  page  of  this  dimension.  Compare  with  Fig.  25A.  In  Fig.  25B 
the  margins  are  equalized  and  space  is  gained  but  the  page  is  not  so  artistic. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  469 

Page  1  Title  page. 

Page  2  Blank. 

Pages  3  to  6  inclusive  "Building  a  Buick" — 1650  words. 

Pages  7  to  12  Our  New  Models — 2800  words  in  8-point. 

This,  in  other  words,  is  simply  a  working  schedule  for  the 
printed  job.  If  no  dummy  is  made  and  no  layout  of  the  text 
is  attempted,  and  the  advertiser  merely  assembles  copy  writ- 
ten without  regard  for  the  space  it  is  to  occupy  and  turns  this 
over  to  a  printer  with  a  number  of  plates  and  photographs  with 
instruction  to  "get  out  a  catalog,^'  the  result  is  likely  to  be 
considerable  confusion,  delay  and  possibly  an  unsatisfactory 
job.  Printers  themselves  prefer  that,  as  far  as  possible,  the 
advertiser  have  his  ideas  mapped  out  in  at  least  a  rough  way 
so  that  they  can  see  what  he  wishes,  can  bid  on  it  intelHgently 
and  be  in  a  position  to  make  suggestions  for  possible  further 
improvement  of  the  original  plan. 

Sources  of  Data. — For  catalogs,  booklets  and  folders  the 
material  for  a  new  job  is  usually  drawn  largely  from  the  old 
catalog  or  from  data  supplied  by  the  advertiser.  However, 
the  writer  of  a  catalog  may  find  it  advisable  to  make  his  own 
investigations  through  the  advertiser's  plant  and  thus  get 
vivid  impressions  that  will  enable  him  to  write  improved 
descriptions.  Very  often  the  technical  man,  the  company 
officials  or  various  department  heads  have  to  be  relied  on  for 
considerable  of  the  material  for  a  catalog.  A  great  deal  de- 
pends, of  course,  on  the  nature  of  the  catalog  or  book.  Some- 
times it  is  advisable  to  have  the  entire  matter  written  by  an 
outsider  who  is  particularly  equipped  for  writing  booklets 
because  of  technical  experience. 

Often  the  study  of  the  indexes  of  the  national  magazines, 
which  can  be  found  in  every  library,  reveals  information  that 
can  be  used  to  good  advantage  in  catalog  and  booklet  prepara- 
tion. Letters  from  dealers,  experiences  of  users,  etc.  may 
furnish  excellent  catalog  material. 

A  booklet  is  likely  to  be  more  general  in  its  treatment  than 
a  catalog.  A  good  booklet,  for  example,  might  consist  of 
expressions  of  a  single  dealer,  or  expressions  of  a  single  user 
of  the  product.  Either  a  booklet  or  a  folder  might  be  as 
augmentative  as  a  letter  and  be  written  only  as  a  leader  to 


470  THE  ADVERTISING  HANDBOOK 

bring  a  request  for  the  catalog.  There  is  the  widest  range 
of  opportunity  in  the  building  of  sales  literature. 

History  of  the  Advertiser. — The  history  of  a  business  may 
or  may  not  be  interesting  matter  for  a  catalog.  If  the  origin 
of  a  concern  was  interesting,  that  may  very  properly  be  used 
as  a  leading  article  in  a  mere  commercial  book,  but  most 
histories  of  businesses  read  tamely  and  should  be  kept  within 
small  limits.  Generally  speaking,  the  public  is  not  interested 
in  all  the  various  people  that  have  had  to  do  with  building  up  a 
business,  but  rather  in  the  service  and  product  it  offers. 
Naturally,  there  are  exceptions  to  this.  The  lifework  of 
Henry  Leland  in  the  automobile  industry  made  excellent 
copy  for  the  new  automobile  with  which  he  became 
associated. 

Advertising  the  Factory. — There  is  a  general  tendency 
among  advertisers,  particularly  among  new  advertisers,  to 
play  up  the  factory — to  make  it  a  leading  feature  in  the  book. 
It  would  be  going  too  far  to  say  that  all  factory  pictures  should 
be  kept  out  of  advertising  literature,  but  it  is  certainly  true 
that  many  advertise  an  ordinary-looking  factory  without  any 
good  advertising  effect.  If  an  advertiser  has  a  very  large  or 
interesting-looking  plant,  or  he  is  doing  business  with  the 
class  of  people  who  will  probably  be  impressed  by  a  bird's-eye 
view  of  large  buildings,  the  factory  should  by  all  means  be 
played  up  and  perhaps  various  sections  of  the  plant  should 
be.  Possibly  a  series  of  pictures  should  show  how  the  product 
is  made.  However,  this  subject  should  be  treated  from  the 
outside  point  of  view  rather  than  from  the  inside.  The  book- 
let or  catalog  is  prepared  as  a  treatise  that  will  be  read  by 
outsiders  rather  than  by  employes  of  the  advertiser  and  it 
should  be  created  with  that  in  mind. 

Use  of  Testimonials. — Despite  the  assertion  that  the  day 
of  testimonial-advertising  is  past,  testimonials  continue  to  be 
valuable  copy  for  booklets,  catalogs  and  folders.  Testimo- 
nials may  be  of  different  sorts — from  users  of  the  product, 
from  dealers  who  sell  it,  from  prominent  men  who  have  ex- 
perimented with  it,  etc. 

Testimonials  may  be  treated  typographically  as  features 
for  the  bottom  of  pages  or  they  may  be  featured  separately 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  471 

in  pages  given  up  entirely  to  testimonials.     When  used  at 
the  bottom  of  pages,  they  are  usually  set  in  a  different  type 


SMALL         TOOLS         CATALOGU 


Cutters  for  Thread  Milling  Machines 


Sizes  and  Prices 

Diameter 

.i. 

For  Size 
Machine 

Price  Each,-Hi&h  Speed 

Cutter 
Inches 

U.  S..  V. 
Intern'l 

Acme  or 
Worm 

Whit- 
worth 

IH 

% 

AVz^xW 

$2  50 

$4  00 

$6  00 

m 

•    % 

AVi"  X  12" 

2  50 

4  00 

6  00 

2 

H 

6"  reg.  head 

2  50 

3  25 

6  00 

2H 

Va. 

6*  reg.  head 

2  75 

3  50 

6  25 

2H 

,      ^. 

6'  reg.  head 

3  00 

3  75 

7  00 

2% 

'    1 

6'  oversize 

7  25 

8  00 

14  00 

3M 

1 

6"  oversize 
12' X  48" 

7  75 

8  50         15  00 

4 

Prices  on  application. 

4M 

iH 

12*  X  48" 

Prices  on  application. 

5 

\% 

12" X  48" 

Prices  on  application. 

5M. 

m 

12" X  48" 

Prices  on  application. 

6 

IVa 

12' X  48" 

Prices  on  application. 

Fig.  26. — Good  arrangement  of  material  that  is  not  easy  to  handle.  The 
fine  type  used  for  the  running  head  does  not  clash  with  "Cutters  for  Thread 
Milling  Machines."     The  illustrations  are  strong  because  simple. 


and  perhaps  cut  off  by  a  rule, 
are  used  in  testimonials. 


Very  often  half-tone  pictures 


472 


THE  ADVERTISING  HANDBOOK 


The  Index. — The  index  is  an  important  part  of  a  good- 
sized  catalog  or  booklet.  Whether  it  is  in  the  front  or  the 
back  of  the  book  does  not  matter  greatly. 


FOLDERS  AND  CARDS 

The  term  folder  is  applied  to  a  great  variety  of  printed 
matter  that  is  folded,  some  folders  being  large  sheets  folded 
a  number  of  times.  The  most  popular  type  of  folders  are 
those  in  which  the  sheet  is  folded  once  or  twice  in  the  manner 
shown  in  Figure  27. 


Fig.  27. — Address   side  of  useful  type  of  folder  originally  11  inches  wide. 

Folders  of  this  type  frequently  embody  a  return  card  or 
have  a  return  card  fastened  in  them.  The  fastening  may  be 
done  by  means  of  a  small  paster.  The  return  card  has  the 
same  effect  as  a  coupon  in  a  magazine  advertisement.  Just 
because  it  is  easier  to  fill  out,  sign  and  mail  a  card  while  the 
reading  of  the  circular  is  fresh  in  mind,  the  general  run  of 
reader  will  do  this  if  he  has  the  slightest  interest  in  the  subject. 

It  was  formerly  the  practice  for  folders  such  as  these  to  be 
held  together  by  a  metal  fastener.  However,  metal  clips 
have  given  so  much  trouble  in  the  post-office  that  advertisers 
have  been  asked  to  dispense  with  their  use  as  far  as  possible 
or,  at  least  to,  not  use  them  on  the  edge  of  the  folder  on  which 
the  stamp  appears.  Consequently,  most  advertisers  have 
adopted  pasters  as  a  means  of  holding  folders  together  or  have 
arranged  for  a  form  of  folder  that  has  a  tongue  and  a  slot  so 
that  it  holds  itself  together  without  either  paster  or  clip. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  473 

Ingenious  Arrangements  of  Folders. — ^As  a  departure  from 
the  simply  arranged  folder,  many  advertisers  have  worked 
out  unique  arrangements  by  which  the  front  of  the  folder 
shows  a  scene  that  becomes  part  of  another  scene  as  the  folder 


Fig.  28. — The  towering,  sturdy  concrete  IF  typifies  permanent  construction. 


is  opened.  Sometimes  this  change  of  scene  depicts  a  contrast- 
ing set  of  pictures.  For  example  the  front  of  the  folder  as  it 
comes  to  a  dealer  may  show  only  a  cook-book.  As  the  folder 
is  opened  this  scene  may  develop  into  a  store-scene  of  the 
grocer  handing  this  book  to  a  customer. 


474 


THE  ADVERTISING  HANDBOOK 


Cut-out  Folder  or  Booklet.— A  type  of  booklet  or  folder 
that  has  proven  popular  and  effective  is  that  in  which  part 
of  the  cover  is  cut  away — usually  in  the  shape  of  a  round  hole 
or  rectangle — so  as  to  show  some  picture  or  title  printed  on  an 
interior  page.     This  gives  a  somewhat  novel  effect,  as  the 


Fig.  29. — A  useful  type  of  circular  that  may  appropriately  be  called  a 
folder-booklet,  for  the  cover  makes  a  folder.  Observe  that  part  of  one  of 
the  covers  forms  a  return  card  and  that  the  original  address  put  on  by  the 
advertiser  answers  as  a  signature  if  the  reader  decides  to  detach  and  mail  the 
card. 


same  picture  is  seen  in  connection  with  two  different  titles 
perhaps.     This  idea  has  many  variations. 

Sizes  of  Folders. — Figure  27  affords  a  good  example  of  a 
printed  folder.  In  the  original  size  this  sheet  was  11  X  14 
inches.     Folded  with  two  folds,  the  mailing  size  was  11  X 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS    475 

The  address  side  of  this  folder  shows  nothing  but  the  word 
"IF,"  which  was  printed  in  two  colors,  orange  being  used  for 
the  quotation  marks  and  for  the  underscore.  The  inside, 
shown  in  reduced  form  in  Figure  28,  was  printed  in  solid  black 
with  the  exception  o'f  the  first  word  of  each  paragraph  and  the 
principal  lettering  on  the  cement  bags.  The  return  post 
card  was  fastened  inside  of  this  folder  with  a  small  paster. 

Another  popular  size  of  folder  of  this  same  general  class 
is  one  measuring  6%  X  lO^i  unfolded  and  folded  to  a  size 


Fig.  30. — Layout    of    address    side    of    useful    folder. 


of  6%  X  33^.  still  another  size  is  8}^  by  10  inches  in  the 
unfolded  size,  and  folding  once  to  a  size  of  834  X  5}i. 

Any  one  of  these  three  sizes  is  large  enough  for  a  return 
post  card  to  be  laid  out  on  one  of  the  pages,  that  is,  made  a 
part  of  the  page.  This  was  not  done  in  the  case  of  Figure  28 
merely  because  the  entire  space  was  needed  for  the  striking 
design. 

Figure  29  illustrates  a  useful  type  of  booklet-folder,  with 
one  page  extending  out  far  enough  to  form  a  return  post  card. 
This  folder  can  be  mailed  just  as  any  other  folder,  with  the 
address  written  on  one  of  the  cover  pages,  but  when  opened 
it  has  the  appearance  of  a  booklet. 

Layout  of  a  Small  Folder. — Figures  30  and  31  show  a  rough 
layout  of  a  folder  that,  in  the  finished  size,  is  intended  to  be 
about  6%  by  33^^  inches.  It  is  to  be  folded  twice  so  that  a 
post  card  with  the  name  and  address  of  the  advertiser  on  it 
takes  up  one  of  the  folded  sections,  as  shown.     When  folded 


476 


THE  ADVERTISING  HANDBOOK 


to  the  mailing  size,  the  return  post  card  is  sealed  up  within 
by  a  paster. 

A  folder  of  this  type  could  be  fastened  by  cutting  two  slots 
on  the  lower  section  of  the  opened  job  and  tucking  the  corners 
of  the  address  side  into  these  slots. 


and  how  to  saye  $  1000— 


/O  pom-/- 


What  wef)ropose 


Illus-fraHon      /        3  point 

of  OrJnder     ' 


Landis  Gnnder  Ca. 
Worcester      Mass. 


I ^ 


Landis  Orinder  Co. 
Worcester^  Mass. 
Withouf  oi^ligaiing  ourse/^es^  wecortsenf-  fo  t^our  sui^mifting 


Name  and  Posifion . 

Firm 

Address 


« J 

Fig.  31. — Layout   of  inside   pages   of  useful   folder. 

The  layout  of  folders  does  not  differ  essentially  from  the 
layout  of  advertisements,  except  that  the  layout  as  a  whole 
should  harmonize,  so  as  to  make  it  as  easy  as  possible  to  open 
the  folder,  read  it  and  use  the  return  card. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  477 
MAILING  CARDS 

Some  very  effective  advertising  is  done  by  means  of  mailing 
cards  which  consist  of  a  single  piece  of  paper  stock  heavy 
enough  to  go  through  the  mails  without  being  badly  crushed. 
Favorite  sizes  in  mailing  cards  are  8"  X  53^"  and  smaller 
sizes  that  cut  out  of  cardboard  or  cover  stock  without  much 
waste;  but  much  larger  cards  are  often  used.  The  larger  sizes 
are,  however,  likely  to  be  bent  by  being  tied  up  with  other 
mail. 


I     ..^^^  I 

i 

i 

i 

'  Wouldn't  it  seem  odd— 

!  really  ridiculous— if  the 

I  Victor  Company  should 

j  come  out  some  month 

.  with  advertising  that,  in 

I  text  or  illustrations,  was 

(  exactly  like  Edison's  or 

i  Columbia's? 


Fig.   32. — Address    side    of    mailing    card  reduced  from  size  8"    X  5}^". 
Printed  originally  on  very  tough  stock  so  as  to  prevent  crushing  in  mails. 

It  is  easily  possible  to  make  part  of  a  mailing  card  a  form 
that  can  be  used  as  a  return-card. 

Figure  32  is  the  address-side  of  a  mailing  card  originally 
8"  X  53^".  As  will  be  seen,  the  object  of  the  illustration  and 
wording  is  to  stimulate  interest  for  the  message  on  the  reverse 
side. 

MISCELLANEOUS  DETAILS 

The  Loose-Leaf  and  Unit  Catalogs. — Many  business  firms 
have  adopted  a  loose-leaf  or  unit  arrangement  for  their  cata- 
logs or  bulletins  of  information.  Instead  of  printing  one  large 
book  or  pamphlet  which  must  be  sent  to  all  inquirers  and 


478  THE  ADVERTISING  HANDBOOK 

which,  when  out  of  date,  must  be  entirely  reprinted,  they  print 
their  catalogs  in  separate  sheets  or  sections,  sending  out  new 
or  revised  sections  from  time  to  time.  Usually  these  sections 
are  in  the  form  of  4-,  8-  or  16-page  units,  and  an  inexpensive 
binder  with  an  expansion  back  is  used.  This  method  has 
distinct  advantages  and  yet  it  suffers  the  disadvantage  that 
many  customers  will  fail  to  file  the  new  sections  of  the  cata- 
log as  they  come. 

Where  the  distribution  of  the  catalog  is  restricted  or  where 
the  amount  purchased  by  those  who  receive  the  catalog  is 
large,  an  expensive  binder  may  be  used.  There  are  concerns 
who  use  a  binder  made  up  of  one  of  the  many  imitations  of 
leather  costing  one  or  two  dollars  each. 

Method  of  Binding. — A  booklet  or  catalog  that  does  not  run 
beyond  forty-eight  to  sixty-four  pages  is  usually  bound  to 
better  advantage  by  the  saddle-stitch  method,  that  is  having 
the  stapling  or  cord  appear  in  the  center  pages  of  the  book  and 
come  through  the  cover  at  the  fold.  Larger  books  look  better 
when  bound  by  the  side-stitch  method,  which  means  binding 
from  the  front  cover  through  to  the  back  cover,  the  stapling 
or  cord  coming  through  the  paper  a  short  distance  from  the 
left  edge  of  the  book. 

Wire  stapling  is  the  most  common  method  of  binding  and  is 
an  economical  one.  For  artistic  purposes,  cords  and 
thongs  may  be  used  and  these  may  be  selected  in  colors  that 
harmonize  well  with  the  color  of  the  paper  and  the  color  of  the 
printing.  On  a  light  blue  color,  for  example,  a  dark  blue  cord 
gives  an  artistic  effect.  A  dark  brown  leather  thong  makes  a 
fine  combination  for  a  book  bound  with  a  cover  in  some  tint 
or  shade  of  brown. 

Lining  and  End  Sheets. — A  method  of  giving  a  good  extra 
finish  to  a  catalog  or  booklet  of  good  size  is  that  of  using  lining 
or  end  sheets.  This  simply  means  the  use  of  a  cover  paper 
which  is  glued  to  the  second  and  third  covers  and  allowed  to 
extend  so  that  the  cover  paper  forms  an  extra  fly  leaf  at  the 
front  of  the  book,  and  also  at  the  back.  This  adds  consider- 
ably to  the  appearance  of  a  book,  and  where  a  cover  has  been 
embossed,  the  lining  and  end  sheets  also  cover  up  the  inden- 
tions on  the  reverse  side  of  the  embossed  matter. 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS   479 


480  THE  ADVERTISING  HANDBOOK 

Cloth  Covers. — Cloth  covers  are  used  today  on  many  cata- 
logs and  handbooks.  While  the  added  cost  is  considerable, 
many  advertisers  have  found  it  desirable  to  have  some  of  their 
literature  bound  in  cloth  covers  for  special  use,  even  if  all  of 
it  is  not  bound  that  way.  It  has  been  demonstrated  that 
cloth-covered  booklets  are  often  saved  where  paper-covered 
treatises  are  more  likely  to  be  thrown  away,  especially  when 
a  file  or  a  bookcase  becomes  crowded. 

Embossed  Covers. — A  great  many  cover  designs  are  em- 
bossed, the  embossing  consisting  of  the  main  headline  or 
possibly  some  design.  While  slightly  embossed  effects  can 
be  produced  on  an  ordinary  job  press,  the  best  results  are  had 
when  an  embossing  die  is  made  and  the  cover  is  run  through 
the  presses  the  second  time  for  the  embossing  effect. 

Making  General  Use  of  the  Dummy. — It  is  a  good  plan  to 
have  preliminary  sketches,  cover  designs,  etc.  drawn  on  either 
the  dummy  or  the  actual  paper  stock  to  be  used.  In  this  way, 
the  advertiser  can  see  just  how  the  design  will  appear,  whereas 
if  the  design  is  laid  out  on  a  different  type  of  paper  he  may  be 
disappointed  when  he  sees  it  on  the  paper  to  be  used  in  the 
printed  job.  Unless  the  advertiser  is  entirely  satisfied  with 
the  effect  he  has  secured,  he  will  do  well,  when  cover  plates  are 
made,  to  have  proofs  taken  from  the  plates  on  different  colors 
and  qualities  of  paper  and  perhaps  in  different  colors  of  ink. 
In  this  way,  he  can  judge  the  various  effects  that  can  be 
produced  with  one  set  of  plates. 

A  printed  job  will  nearly  always  weigh  a  little  more  than  the 
original  dummy.  The  amount  of  ink  added  to  the  job  is 
not  much,  but  may  be  just  enough  to  increase  the  weight  to 
where  an  additional  postage  stamp  will  be  required.  Further- 
more, there  is  always  some  variation  in  a  lot  of  paper.  So  in 
making  up  a  dummy,  it  is  better  not  to  go  too  close  to  the 
exact  weight  set  for  the  finished  job. 

Handling  of  Proof. — Printers  should  always  be  requested  to 
furnish  duplicate  proofs  of  type  matter  set  up  for  booklets, 
catalogs  or  folders.  All  corrections  should  be  made  on  the 
official  proof.  The  extra  proof  should  be  furnished  preferably 
on  paper  of  a  distinctive  color.  This  proof  should  be  cut  up 
and  pasted  in  a  dummy  to  show  the  exact  arrangement  of  the 


CATALOGS,  BOOKLETS,  FOLDERS,  MAILING  CARDS  481 

various  pages,  illustrations,  etc.  Full-page  illustrations, 
proofs  of  cover  designs,  etc.  should  all  be  pasted  in  their 
proper  order.  Cases  are  on  record  where  a  design  of  some 
kind  or  some  matter  intended  to  be  printed  on  the  second, 
third  or  fourth  cover  was  omitted  entirely  because  it  was  not 
a  part  of  the  dummy.  There  is  no  such  thing  as  making 
the  working  program  or  dummy  of  a  job  too  clear.  If  some 
one  along  the  line  must  guess  there  is  a  possibility  that  he 
may  guess  wrong. 

Contrasting  Effects  in  Catalogs. — There  is  possibility  for 
very  effective  arrangement  of  the  various  pages  in  booklets 
and  catalogs.  The  same  principles  of  design  apply  here  that 
apply  to  single  and  double  pages  in  magazines.  Great  care 
should  be  used  to  see  that  illustrations,  border  arrangements 
and  the  space  devoted  to  type  balance  each  other.  In  gen- 
eral, it  is  poor  policy  for  full-page  illustrations  to  face  each 
other.  Better  contrast  will  be  had  by  facing  a  full-page  illus- 
tration with  a  text  page,  or  with  small  illustrations.  Line 
drawings  do  not  look  well  if  they  come  close  to  half-tone 
illustrations  unless  they  were  designed  with  an  eye  to  harmony. 

An  illustrated  initial  at  the  top  of  the  page  will  look  well 
with  a  light  running  title  or  chapter  heading  but  will  probably 
be  just  one  display  too  many  if  the  page  has  an  illustrated 
headpiece. 

Methods  of  Mailing. — The  two  methods  most  in  use  for 
mailing  large  quantities  of  booklets,  catalogs  or  other  printed 


2c.  PAID 

NEW  YORK,  N.  Y. 

Permit  No.  99 


Fig.  34. 

matter  are  those  of  using  precanceled  stamps  and  using  special 
permits.  Under  strict  conditions  regulated  by  the  post 
office,  precanceled  stamps  may  be  obtained  and  affixed  to  cir- 
cular matter.  In  this  way  post-office  delays  and  chances  of 
disfiguring   the   material   by   stamp-canceling   machines   are 

31 


482  THE  ADVERTISING  HANDBOOK 

largely  eliminated.  The  special  permit  stamp  requires  the 
advertiser  to  mail  at  least  two  thousand  pieces  of  matter  of 
the  same  kind  at  the  same  time.  When  this  is  done  a  permit 
stamp  similar  to  Figure  34  can  be  printed  on  the  folder  or  on 
the  envelope  of  the  catalog  and  the  postage  bill  paid  by  the 
weight  of  the  material  at  the  post  office.  However,  as  the  spe- 
cial permit  label  is  an  indication  that  a  circular  is  very  widely 
distributed,  many  advertisers  do  not  adopt  it  when  mailing  a 
few  thousand  circulars.  The  special  permit  has  its  greatest 
usefulness  where  mailing  lists  are  addressed  regularly. 


SECTION  17 
ADVERTISING  MEDIUMS 

However  effective  an  advertiser's  message  may  be,  it  can- 
not accomplish  the  desired  results  unless  it  be  put  before  the 
advertiser's  audience  through  an  effective  medium — ''effec- 
tive" meaning  reasonable  results  at  a  proper  cost. 

''Medium"  means  merely  a  means  or  vehicle  for  the  mes- 
sage. No  one  medium  of  advertising  is  best  for  all  advertisers. 
What  the  best  medium  for  a  given  advertiser  is  depends  on 
what  he  offers  for  sale,  what  his  distribution  of  the  product  or 
service  is,  to  whom  he  sells,  how  he  sells,  and  various  other 
conditions. 

Classes  of  Mediums. — The  principal  mediums  of  advertising 
are  these: 

1.  Magazines — General  and  Class. 

2.  Newspapers. 

3.  Posters  and  Painted  Boards. 

4.  Street-Car  Cards. 

5.  House  Publications. 

6.  Letters. 

7.  Printed  Matter  generally. 

8.  Novelties  and  Specialties. 

9.  Calendars. 

10.  Theater  Programs  and  Curtains. 

11.  Moving  Pictures. 

An  advertiser  may  depend  on  one  of  these  classes  of  mediums 
as  his  principal  means,  but  use  several  other  forms  of  mediums 
in  a  secondary  way.  For  example,  advertisers  frequently  use 
magazines  for  national  advertising,  but  utilize  newspapers  for 
local  forms  of  advertising  to  supplement  the  main  campaign. 

Or  the  advertiser  may,  as  one  fairly  large  advertiser  does, 
use  a  publication  of  his  own  for  his  principal  method,  and  use 
newspapers  or  letters  as  supplements. 

483 


484  THE  ADVERTISING  HANDBOOK 

Factors  of  Effectiveness. — In  determining  the  value  of  any 
medium  of  advertising,  the  following  should  be  considered: 

1.  The  general  quality  or  character  of  the  medium — the  respect  with 
which  it  is  held  by  readers; 

2.  The  number  of  people  whose  attention  it  secures; 

3.  The  amount  of  attention  that  it  holds; 

4.  The  opportunity  for  good  illustration  and  for  details  of  the  adver- 
tiser's message; 

5.  The  frequency  with  which  the  medium  reaches  readers; 

6.  The  time  or  other  conditions  surrounding  the  occasion  of  getting 
the  reader's  attention; 

7.  The  opportunity  for  the  use  of  color; 

8.  The  quality  of  the  other  advertising  with  which  an  advertiser  must 
associate  his  message; 

9.  Last,  but  not  least,  the  reading  and  buying  habits  and  the  pur- 
chasing power  of  the  class  reached  by  the  medium. 

Some  of  the  most  important  facts  relating  to  the  principal 
mediums  of  advertising  will  be  covered  in  the  following  pages. 

Mediums  of  Primary  and  Secondary  Value. — As  already 
set  forth,  an  advertiser  may  adopt  one  class  of  mediums  as 
his  principal  method  or  means,  and  still  use  several  other 
mediums  to  support  the  first.  A  centrally  located  depart- 
ment store,  for  example,  will  likely  regard  the  newspapers  of 
the  city  as  the  principal  mediums,  and  yet  may  use  car  cards 
or  outdoor  posters  or  printed  boards,  and  very  likely  package- 
circulars  or  booklets  for  mailing  lists  as  secondary  mediums. 

A  building-material  manufacturer  of  asbestos  shingles, 
for  example,  may  depend  on  a  select  list  of  general  magazines 
for  his  principal  mediums,  with  a  list  of  architects  and  building 
contractors'  publications  as  secondary  mediums,  close  in  value 
to  the  more  general  publications  (these  might,  indeed,  be 
put  down  as  being  of  equal  importance  with  mediums  reaching 
the  property  owner)  Such  an  advertiser  might  use  local  news- 
papers in  a  small  way  to  advertise  the  dealers  handling  his 
material,  but  would  regard  this  as  supplemental  work  and  the 
mediums  as  secondary  ones.  In  such  a  case,  letters  and  cir- 
culars sent  direct  to  those  known  to  be  planning  homes  would 
likely  also  prove  to  be  a  means  or  medium  of  strong  secondary 
value,  though  such  advertising  would  probably  arrive  a  little 
too  late  to  be  generally  effective,  unless  asked  for  by  the 


ADVERTISING  MEDIUMS  485 

property-owner  while  his  proposed  building  was  in  the  plan- 
ning stage. 

In  other  cases,  engineering  or  other  technical  magazines 
might  be  by  far  the  best  principal  mediums  for  an  advertiser. 

There  are  advertisers  who  have  adopted  such  forms  as 
posters  or  painted  boards  as  their  principal  mediums. 

In  still  other  cases,  letters — individually  written  letters  or 
printed  letters — have  been  used  as  the  principal  medium. 
Investments,  for  example,  have  been  sold  very  largely  by 
means  of  letter-advertising,  though  the  advertiser  may  also 
use  other  mediums  or  methods.  Subscription  campaigns 
have  been  conducted  to  a  large  extent  by  means  of  letters  and 
circulars  and  supplementary  circulars.  So  have  charity  cam- 
paigns and  other  such  movements. 

Questions  for  the  Advertiser  to  Ask  Himself. — The  selec- 
tion of  mediums  can  be  made  judiciously  only  after  the  adver- 
tiser has  asked  himself  the  following  questions: 

To  what  classes  am  I  to  appeal? 

Where  do  they  work  or  live? 

What  do  they  read? 

How  and  where  do  they  travel? 

At  what  time  and  under  what  conditions  can  I  reach  them 
most  advantageously? 

How  often  must  I  reach  them  to  make  my  campaign  effec- 
tive? 

What  is  a  reasonable  cost  for  reaching  such  people  in  large 
numbers? 

What  impression  or  action  can  I  hope  to  induce? 

CIRCULATION 

Circulation  used  to  be  defined  by  a  man  very  prominent 
in  the  development  of  American  advertising,  as  "the  number  of 
complete  copies  of  a  publication  printed."  This  pioneer 
advertiser  defended  his  definition  on  the  ground  that  it  was 
easier  to  get  at  the  exact  truth  about  the  number  of  copies 
printed  than  it  was  about  the  number  distributed,  how  dis- 
tributed, territory  covered,  etc.  He  also  held  that  no  pub- 
lisher was  likely  to  print  many  copies  of  his  paper  or  magazine 
that  he  could  not  circulate. 


486  THE  ADVERTISING  HANDBOOK 

The  advance  of  advertising  has  brought  about  a  demand  for 
more  expHcit  information.  Efforts  to  build  up  very  large  cir- 
culations brought  about  a  great  waste  in  the  distribution  of 
both  magazines  and  newspapers.  Popular  subscription  prices, 
the  giving  of  premiums  of  many  kinds,  circulating  an  unlimited 
number  of  free  copies,  the  carrying  of  delinquent  subscribers 
for  a  year  or  more,  and  many  other  causes  lowered  the  general 
value  of  circulation,  though  undoubtedly  many  of  the  readers 
secured  by  such  methods  were  valuable  to  advertisers. 

Duplication  of  Circulation. — Some  five  or  six  years  ago  a 
national  advertiser  secured  the  statements  of  all  farm  maga- 
zines and  added  the  total  circulation  claimed  by  all  of  these  in 
one  Western  state.  The  result  was  a  figure  eight  times  the 
number  of  farm  homes  in  that  state.  If  the  statements  of 
the  publishers  were  accurate,  it  was  obvious  that  so  many 
publications  of  a  given  character  were  being  sent  to  the  farm 
homes  of  that  state  that  it  would  be  difficult  for  advertisers 
in  such  publications  to  get  attention.  At  any  rate,  the 
likelihood  was  that  only  a  few  of  the  publications  were  re- 
ceiving attention  and  that  the  others  were  received  from  the 
mails,  possibly  as  the  result  of  giving  premiums,  clubbing 
offers,  etc.,  but  not  read. 

What  is  Good  Circulation? — It  would  be  unfair  to  say  that 
circulation  secured  as  the  result  of  aggressive  subscription 
work  is  not  good  circulation.  Some  of  the  highest  class  pub- 
lications, including  those  in  the  professional  and  technical 
field,  work  aggressively  for  circulation.  It  may  be  true  that  a 
publication  whose  subscribers  were  altogether  those  who 
subscribed  voluntarily  because  of  their  regard  for  the  pub- 
lication, or  who  buy  their  copies  from  a  news-stand,  afford  the 
advertiser  a  greater  degree  of  interest  and  confidence  than 
publications  generally,  but  large  circulations  cannot  be  built 
up  entirely  that  way.  Subscriptions,  like  other  commodities, 
have  to  be  sold  if  a  large  sale  is  to  be  realized.  The  question 
for  the  advertiser  to  consider  is  whether  club-subscription 
methods,  premiums  or  other  inducements  are  so  strong  that 
many  people  permit  a  publication  to  be  sent  to  their  addresses, 
but  do  not  really  give  it  much  attention.  Even  circulation 
that  is  in  arrears — where  the  subscription  has  expired  and 


ADVERTISING  MEDIUMS  487 

has  not  been  renewed — may  be  perfectly  good  circulation  in 
many  cases.  A  subscriber  may  give  careful  attention  to  a 
publication  and  yet,  through  indifference,  fail  to  renew  his 
subscription. 

The  change  of  postal  rates  with  regard  to  second-class 
matter,  and  the  regulations  of  the  post  office  as  to  exchange 
copies,  sample  copies,  subscriptions  to  delinquent  subscribers, 
the  greatly  increased  cost  of  paper  and  other  conditions,  etc., 
have  brought  about  great  reforms  in  circulation.  There  is 
probably  not  half  the  waste  in  circulation  today  that  prevailed 
in  a  period  eight  or  ten  years  ago.  And  yet  even  the  advertiser 
of  today  will  do  well  to  make  careful  inquiry  into  the  circu- 
lation statements  of  the  publications  he  expects  to  use.  It  is 
still  entirely  possible  for  an  over-zealous  publisher  to  send  out 
wagon-loads  of  magazines  or  newspapers  to  the  news-stands 
and  to  make  an  impressive  showing  in  copies  printed,  but  later 
to  cart  off  thousands  of  unbought  and  unread  copies  of  his 
publication. 

AUDIT  BUREAU  OF  CIRCULATION 

The  Audit  Bureau  of  Circulation,  known  generally  as  the 
"A.  B.  C,"  has  been  one  important  factor  in  improving 
circulation  methods.  This  Bureau  has  expert  methods  of 
getting  at  circulation,  and  its  reports  are  regarded  highly  by 
advertisers.  Figure  1  A,  B,  C  and  D  show  specimens  of  the 
**A.  B.  C."  reports — the  publisher's  form,  not  the  Bureau 
auditor's  report.  Most  prominent  publishers  now  furnish 
''A.  B.  C."  reports. 

NEWS-STAND  SALES  AND  MAIL  SUBSCRIPTIONS 

Ingenious  arguments  are  advanced  to  advertisers  in  favor  of 
both  news-stand  sales  and  mail  subscriptions. 

There  is  no  getting  away  from  the  conclusion  that  the  sub- 
scriber who  thinks  enough  of  a  publication  to  pay  a  good 
price  for  having  it  sent  to  his  home  address  is  likely  to  go  over 
the  copies  of  the  publication  with  interest.  Furthermore, 
there  is  the  likelihood  that  his  home  address  is  a  family  address 
and  that  the  publication  will  go  into  the  home  circle  instead  of 
being  left  at  the  office,  or  in  the  street-car,  or  elsewhere. 


48S 


THE  ADVERTISING  HANDBOOK 


BUSINESS  PAPER 
FORM 


Publisher's  Semi-Annual  Statement 

Subject  to  Verification  by 

Audit  Bureau  of  Circulations 

Century  Building,  202  S.  State  St.,  Chicago 


PUBLISHER'S  STATEMENT 

(NOT  AUDITOR'S  REPORT) 

1.  THE  OIL  WSEXLY 

2.  City  Houston 

3.  State    leras  4.  Year  Estab.       ^^16 

5.  This  statement  for  6  months  endingJtt»*30, 1920 

6.  Published    Weekly 


8.    Average  Distribution  for  period  covered  by  Section  5  above: 


*Mail  Subscribers  Ilndividual)  . 

2215 

BROUGHT  FORWARD 

4909 

tNet  Sales  through  Newsdealers 

2677 

Correspondents 

6 

Single  copy  &ales 

16 

Advertisers 

248 

Advertising  Agencies    .     .     . 
Exchanges  and  Complimentary 

34 

199 

Canvassers  and  Samples      .     . 

76 

Employees    ...... 

74 

File  Copies 

12 

TOTAL  NET  PAID 

4908 

**Term  Subscriptions  in  Bulk  . 

♦♦Single  Issue  Sales  in  Bulk      . 
TOTAL  NET  PAID  INC.  BULK 

4908 

TOTAL  DISTRIBUTION     . 

S557 

10.    Net  Paid  Circulation  by  States  based  on  issue  of         June  26,  1920 


MEWSDEALEBS 


Maine    .     .     . 
New  Hampshire 
Vermont 
Massachusetts 
Rhode  Island 
Connecticut 

N.  E.  STATES 
New  York  . 
New  Jersey  . 
Pennsylvania  ' 
Delaware.  . 
Maryland  . 
Dist.  of  Columbia 

N.' AT.  STATES 
Virginia.  .  . 
North  Carolina  . 
South  Carolina  . 
Georgia  4  .  . 
Ftorida  .  .  . 
SO.  E.  STATES 
Kentucky  .  . 
.West  Virginia  . 
Tennessee  .  . 
Alabama      .     . 


Looisiana 
T6xas  •  . 
Oklahoma 


SO.  W.  STATES 


186 

15 

115 

1 
22 
13 


64 
115 


■75" 


■5r 


19 
15 
13 
14 
26 
138 
820 


31 


239 
1228 


Ohio       .      .      . 
Indiana  . 
Illinois   . 
Michigan 
Wisconsin   .     . 
Minnesota 
Iowa      ..." 
Missouri      i     . 
North  Dakota    . 
South  Dakota    . 
Nebraska     .     . 
Kansas  .     .     . 
MIDDLE  STATES 
Montana 
Wyoming    .     .. 
Colorado      »     . 
New  Mexico 
Arizona       .     . 
Utah      .     .     . 
Nevada  .     .     . 
Idaho 

Washington 
Oregon  .     .     . 
California    . 
WEST.  STATES 
Unclassified . 
UNITED  STATES 
Canada  .     .     . 
Alaska  &  U.  S.  Poss. 
Foreign  .     .     . 
Miscellaneous  (a) 
GRAND  TOTAL 


513 


155_ 


13 

76 

132 


13 

10 

140 


_i22. 


162. 


*An  individual  mail  subscriber  is  a  sub«criber  who  has  paid  not  less  than  50  per  c 

who  is  not  over  one  year  in  arrears;  also  short  terra  and  trial  subscriptions  r 
**AU  copies  sold  in  quantity  and  paid  for  by  other  than  the  recipient,  whether  annu 
tArrived  at  by  deducting  from  the  ffross  distribution  through  Newadealen*  the  a 
vein.   (a)SalesothertbanMaUSubtchber»orNewsdealer». 


Fig.  1A. 


ADVERTISING  MEDIUMS  489 


13.  Class,  industry  or  iield  covered  jj^,  ^^^  industry,  producing,  refinery,  pipe  line, 

and  marketing. 

14.  Analysis  by  occupation,  etc,  of  subscription  circulation  based  on  issue  of  June  28 ,  1920 

Refining r 255  11.0  % 

Producing    »   980  42.4  % 

PipeLin *. 229  9.91% 

Marketing 272  11.8  % 

Marketing  4  Producing 204  8.84% 

Refining  k  Producing. .  i ....".. 178  7.7  % 

Unclassified -> 193  8.35% 

Total 2311  100.00% 

Analysis  of  Circulation  Methods 

During  this  Period 

.21.  Single  copy  .price:        15^ 

Regular  subscription  rates:  1  year  $4.00 :  2  years  SS.OO  ;  3  years  ;  5  years 
Are  short  term  subscriptions  accepted  pro  rata?  6  mos.  $2.50,  3  mos.  tl.50. 
Special  subscription  offers:      ].|on,e 


Rates  at  which  club  raisers  take  subscriptions  for  this  publication  alone:         None 


Special  rates  made  for  renewals  or  extensions:     ^^^^ 

22.     During  this  period: 

(a)  Were  returns  accepted?  Yes,  news  stand  returnable  rate  llf,  non-re'tumable  jB#; 

(b)  1.  Were  premiums  offered  subscribers  free  with  or  for  their  own  subscriptions?         No 

2.  Percentage  of  subscriljers  secured  through  the  use  of  such  premiums  None 

3.  Were  premiums  offered  subscribers  at  a  price  in  addition  to  the  regular  subscription  price?        No 

4.  Percentage  of  subscribers  secured  through  the  use  of  such  premiuips  None 

(Br  "Praniunu"  i*  meant  inrthinf  (except  periodicali)  offend  to  the  tubacriber  cither  free 
or  at «  price  for  or  with  hia  own  aubacription.  either  direct,  through  or  by  aseni^) 

(c)  Were  canvassers  employed  on  salary?       No  On  commission?  No 
Percentage  of  subscriptions  received  through  canvassers       "  None 

(d)  Were  subscriptions  received  through  club  raisers  paid  by  rewards  other  than  cash?       No 

(e)  ■  Were  clubbing  offers  made  to  subscribers  of  your  own  and  other  publications?  No 

Were  subscriptions  received  through  or  from  other  publishers?  No 

Were  subscriptions  received  through  subscription  agencies?         Yes 

(f)  Percentage  of  subscriptions  received  through  or  from  other  publishers  Nont 
Percentage  of  subscriptions  received  through  subscription  agencies            12 

FiQ.  IB. 


490  THE  ADVERTISING  HANDBOOK 


(g)    Percentage  of  mail  subscriptions  renewed  so .  11% 

During  the  12  months  ending  June  26,  1920»   there  were  1762  expirations  and  883 
renewals. 

(h)    Percentage  of  circulation  sold  in  bulk  other  than  to  Newsdealers^     None 
Prices  obtained 

(i)     General  nature  of  circulation  contests  including  advertised  value  and  oature  of  prizes  offered  to  club 
raisers  or  others  for  securing  subscriptions.       no^e 


Q)     Were  subscriptions  secured  on  the  installment  plan?      No 
Terms 

Unstallment  subKiiTtiona  are  tboae  paid  lor  in  two  x  more  periodical  liutaUintnta) 

(k)    Were  subscriptions  accepted  on  trial  or  snort  tbrm  o£fer&'     No 

Were  these  subscriptions  stopped  promptly  at  expiration?  If  not,  how  long  carried? 

(o)    Details  and  general  natiure  of  subscription  offers,  including  value  as  adveirtised  or  stated  in  such  offers 
of  premiums  used.  None 


(p)    Sources  other  than  the  preceding  (except  direct  and  through  Newsdealers)  from  which  subscriptiont 
were  received.      None 


23.  Percentage  of  subscriptions  (other  than  installment)  in  arrears.   Based  on  issue  of     June  26,  1920 
UptoSmos.      .086%     ;    3mos.to6mos.     .866%   ;    6  mos.  to  1  year    2.38%  ;    Total  3.332% 

(a)  Percentage  of  newsdealer  circulation  in  arrears.    23.8%      Based  on  issue  of        June  26,  1920 

(b)  If  installment  subscriptions  were  accepted,  how  many  were  served  with  the  issue  portrayed  in 
Paragraph  10.       None  accepted 

How  many  months  were  installment  subscriptions  carried  in  arrears? 

24.  Associations  of  which  this  publication  is  an  official  organ       None 


27,    Was  each  copy  of  each  issue  uniform  as  to  its  contents  and  quality  of  paper  stock?    Yes 

Fig.  IC. 


ADVERTISING  MEDIUMS 


491 


28.    Net  Paid  Circulation  for  this  period  by  issues: 


DATE 

COPIES 

DATE 

COPIES 

DATE 

COPIES 

BATE 

COPIES 

Jan.  3 

4364 

Feb.  21 

4936 

Apr.  10 

5110 

May  29 

4900 

10 

4550 

28 

4917 

17 

5079 

June  5 

5046 

17 

4686 

Mar.  6 

4914 

24 

5054 

12 

4846 

24 

4652 

13 

4935 

May   1 

5023 

19 

4860 

.31 

4844 

20 

4955 

8 

5074 

26 

4761 

Fob.  7 

4889 

27 

5084 

15 

5016 

14 

4929 

Apr.  3 

5136 

22 

5056 

Publisher's  Remarks 

Ibe  Oil  Weekly  maintains  offices  with  staff  men  in  charge  in  Dallas, 
Wichita  Falls,  Tulsa,  Chicago  and  Washington,  in  addition  to  correspondents  in 
California^  Pittsburgh,  Mexico  and  Argentina.  It  has  an  editorial  staff  of  15 
persons  and  caters  to  the  producing,  refining  and  marketing  branches  of  the 
Industry. 

The  Oil  Weekly  is  owned  largely  by  oil  men,  officials  of  ten  of  the 
leading  oil  companies  in  the  Southwest  being  the  principal  stockholders. 

The  Oil  Weekly  owns  its  own  printing  plant,  which  is  modern  in  every 
respect. 

Because  of  the  migratory  habits'^  of  oil  company  officials  who  keep  in 
personal  touch  with  their  holdings  in  the  various  fields,  a- very  considerable 
part  of  the  circulation  of  the  Oil  Weekly  is  newsstand  circulation.  This  repre« 
sents  a  most  valuable  part  of  the  publication's  circulation  for  the  reason  that 
the  oil  man  wants  to  get  the  news  while  it  is  new,  and  he  prefers  to  buy  the  Oil 
Weekly  from  the  newsstand  to  waiting  to  get  it  at  home.  Newsstand  deliveries 
also  are  made  from  12  to  24  hours  in  advance  of  subscription  deliveries. 

The  Oil  Weekly  covers  all  branches  of  the  oil  industry  and  is  not  sec- 
tional in  character. 


WE  HEREBY  make  oath  and  say  that  all  statements  set  forth  in  the  four  pages  of  this 


Statement  are  true. 


R.  L.  DUDLEY 


Subscribed  and  Sworn  to  before  me  this 

£. 
My  commission  expires 


Manage 


26th  day  of  July,  1920. 

£.  6RAENICHER 

NoUry  Public 

May  29th,  1921. 


Fig.  id. 


492 


THE  ADVERTISING  HANDBOOK 


The  publishers  who  have  large  news-stand  sales  argue,  on 
the  other  hand,  that  the  news-stand  sale  represents  the  volun- 
tary choice  of  the  reader,  and  that  a  voluntary  choice  means 
that  the  issue  will  be  read.  Furthermore,  news-stand  sales 
provide  a  more  varied  audience;  the  publication  does  not 
reach  the  same  circle  of  readers  every  issue. 


Medu^    arlfoto-^^^ 


Fig.  2. — Chart  showing  the  various  mediums  employed  in  the  advertising 
of  an  association  of  toy  manufacturers. 

Something  depends  on  what  is  being  advertised.  The  ad- 
vertiser of  a  cigar  does  not  suffer  because  the  publication  is 
read  to  a  large  extent  outside  of  the  home.  The  advertiser 
of  a  food  product,  on  the  other  hand,  has  much  to  gain  by 
having  his  chance  at  the  reader,  so  to  speak,  within  the 
home  circle. 


SECTION  18 
MAGAZINE  ADVERTISING 

The  term  *' magazine"  is  a  broad  one,  covering  a  great 
diversity  of  publications.  Usually  when  the  term  is  used, 
the  reference  is  to  the  general  magazines,  though  to  be  exact 
one  should  say  "general  magazines"  in  referring  to  publica- 
tions that  are  read  by  a  very  general  class  of  readers.  The 
step  from  a  publication  of  the  general  circulation  of  the 
Saturday  Evening  Post  or  the  American  Magazine  to  a  musical 
publication  such  as  The  Etude,  appealing  especially  to  music 
lovers,  or  to  the  Railway  Age,  appealing  exclusively  to  rail- 
road men  and  those  interested  in  railway  affairs,  is  a  long  one. 
It  is  not  easy  to  define  just  where  a  magazine  ceases  to  be  a 
general  publication  and  takes  on  the  nature  of  a  class  magazine. 
The  women's  magazines  of  large  circulation  are  general 
magazines,  in  a  sense,  for  they  reach  large  groups  of  women 
of  diversified  types,  and  yet  they  are  class  magazines  to 
the  extent  that  they  are  edited  to  appeal  especially  to  only 
one  of  the  sexes. 

The  term  "general  magazines"  is  usually  accepted  as  in- 
cluding women's  publications,  fiction  magazines,  weekly  or 
monthly  reviews  of  current  thought,  etc.  Such  sharply 
defined  groups  as  farm  papers,  technical  magazines,  and 
trade  or  dealer  magazines  will  be  considered  separately. 

Points  in  Favor  of  General  Magazines. — The  arguments  for 
the  general  magazine  as  an  advertising  medium  are  the 
following: 

1.  It  is  nation-wide  in  its  circulation; 

2.  It  usually  has  a  fairly  large  circulation  and  enables  the  advertiser 
to  make  a  real  impression; 

3.  It  is  issued  only  once  a  month  or  once  a  week  and  thus  has  a  long 
reading  life; 

4.  It  is  printed  on  good  paper  and  gives  unusual  opportunity  for 
effective  arrangement  of  reading  and  good  illustration, 

493 


494  THE  ADVERTISING  HANDBOOK      ' 

5.  The  general  quality  of  advertising  carried  is  up  to  a  good  standard; 

6.  While  general  in  distribution,  each  magazine  attracts  a  particular 
type  or  certain  types  of  readers.  Thus,  one  may  be  assured  that 
high-class  magazines  such  as  Atlantic  Monthly,  World's  Work  and  Out- 
look reach  a  very  intelligent  class  of  readers. 

Class  Appeal. — The  class  appeal  is  perhaps  one  of  the  strong- 
est arguments  in  favor  of  the  national  magazine  of  general 
character.  The  mere  fact  that  a  reader  will  pay  a  good-sized 
copy-  or  subscription-price  for  a  magazine  of  a  recognized 
character,  identifies  the  reader  to  a  greater  or  less  extent. 
The  study  of  such  publications  as  Country  Ldfe,  Harper^s 
Magazine,  System,  the  Geographic  Magazine  and  others  of 
distinctive  type  gives  one  a  general  idea  of  the  type  of  reader 
reached.  And  yet  the  student  of  mediums  must  be  on  his 
guard  against  hasty  conclusions.  Readers  of  very  little 
means  may  admire  high-priced  publications  to  such  an  extent 
that  they  will  purchase  them,  even  if  their  purchase  means 
more  economy  in  other  directions.  Advertisers  who  are  able 
to  key  closely  and  who  have  means  for  determining  the  occupa- 
tions of  their  customers  are  often  astonished  by  the  percentage 
of  clerks  reading  certain  high-priced  magazines.  On  the 
other  hand,  the  popularly  priced  fiction  magazines  are  known 
to  have  many  readers  among  high-salaried  business  men  of 
responsible  positions  who  read  strong  adventure  fiction  simply 
as  a  diversion.  There  is  probably  much  more  similarity 
among  the  readers  of  the  different  national  magazines  than 
their  publishers  would  have  advertisers  believe.  Aggressive 
circulation  effort  undoubtedly  accounts  for  a  great  deal  of 
this  similarity.  Good  salesmanship  on  the  part  of  a  subscrip- 
tion solicitor  will  often  sell  a  year's  subscription  to  a  publica- 
tion that  would  not  be  the  voluntary  choice  of  the  reader. 
Premiums  given  with  subscriptions  accentuate  this  situation. 

Scope  of  Influence. — One  of  the  strongest  arguments  for  the 
use  of  general  magazines  is  the  ease  with  which  an  advertiser 
can  reach,  or  at  least  have  the  opportunity  to  reach,  anywhere 
from  one  million  to  five  or  ten  million  readers,  using  only  a 
small  list  of  mediums  and  at  the  same  time  appealing  to  a 
more  or  less  defined  class.  Suppose,  for  example,  the  article 
that  he  is  exploiting  is  one  that  appeals  to  women.     He  can 


MAGAZINE  ADVERTISING  495 

reach  five  or  six  million  women  readers  with  the  use  of  only  a 
few  publications.  With  most  other  general  mediums  the 
appeal  must  be  to  a  general  audience — both  sexes  and  all 
gradations  of  intelligence. 

Probably  the  weakest  point  in  connection  with  a  campaign  in 
general  magazines  is  the  inability  of  the  advertiser,  if  his 
product  is  sold  or  to  be  sold  in  a  long  list  of  retail  stores,  to 
give  the  reader  information  as  to  where  he  can  buy  the  article 
conveniently.  This  is  not  such  a  problem  if  the  character 
of  the  business  is  such  that  the  reader  is  served  from  a  dozen 
branch  offices  or  a  list  of  twenty-five  or  fifty  agencies.  When, 
however,  the  list  of  retail  distributors  amounts  to  thousands 
of  names,  it  is  impractical  to  pubHsh  them  in  general-magazine 
advertising.  It  frequently  happens,  however,  that  other 
mediums,  newspapers,  car-cards,  posters  or  painted  boards, 
or  perhaps  several  of  these  mediums,  are  used  in  the  various 
localities  of  the  retail  dealer,  the  advertising  being  paid  for 
by  him  or  by  the  national  advertiser,  or  perhaps  paid  for 
jointly.  These  may  inform  the  local  community  who  handles 
the  advertiser's  goods. 

National  magazine  advertising  is  undertaken  often  for  the 
purpose  of  creating  a  demand  on  retail  stores.  The  advertiser 
may  not  be  able,  at  the  outset,  by  any  kind  of  advertising,  to 
have  a  long  list  of  retailers  stock  his  product.  He  may  perhaps 
have  to  sell  direct  to  the  user  for  a  while  in  order  to  get  his 
goods  introduced,  or  perhaps  he  will  arrange  with  a  dealer  in 
each  populous  locality  to  supply  the  goods  when  advertising 
creates  a  demand.  Then  he  may  advertise  ''Ask  your  dealer 
for  it"  or  "Write  us  for  information  and  the  name  and  address 
of  a  dealer  who  can  supply  you.'' 

CLASS  MAGAZINES 

The  magazine  field  affords  the  advertiser  opportunity  to 
specialize  in  his  appeals,  for  there  are  publications  appealing 
especially  to  almost  any  class  of  readers  that  might  be  named. 

Some  of  the  classifications  are  broad.  The  farm  magazines 
of  large  circulation,  for  example,  reach  many  types  of  farmers. 
The  women's  magazines  reach  various  classes  of  women,  from 


496  THE  ADVERTISING  HANDBOOK 

the  residents  of  the  large  cities  to  homes  of  the  most  rural 
regions,  from  well-to-do  to  poor.  Other  groups  in  the  classifica- 
tions are  more  sharply  defined.  There  are  publications,  for  ex- 
ample, appealing  especially  to  collectors  of  coins  and  bird-eggs. 
Some  of  the  larger  classifications  are  the  following : 

Women's  magazines. 
Farm  magazines 


Professional  and  technical  magazines. 
Trade  magazines  (appealing  to  merchants). 


Religious  magazines. 
Occupational  magazines. 
Juvenile  magazines. 
Business  magazines. 
Fiction  magazines. 

One  interested  in  lists  of  publications  appealing  to  certain 
fields  should  consult  such  a  volume  as  the  American  News- 
paper Directory,  published  annually  by  N.  W.  Ayer  &  Son,  of 
Philadelphia,  Pa.  This  volume  lists  not  only  all  of  the  known 
newspapers  of  the  country,  but  all  of  the  various  weekly  and 
monthly  and  other  types  of  periodicals,  in  separate  classifica- 
tions, giving  in  most  cases  the  circulations  of  the  publications. 

The  advantage  of  the  class  magazine  is  so  obvious  as  to  need 
little  comment.  In  advertising  a  corset,  a  complexion  soap,  or 
a  kitchen  cabinet,  the  use  of  a  woman's  magazine  at  once 
eliminates  the  waste  of  ''man  circulation"  that  the  advertiser 
would  pay  for  in  using  a  more  general  magazine  or  the  news- 
papers. On  the  other  hand,  if  the  class  magazine  charges  a 
very  high  rate  or  is  unattractive,  it  is  entirely  possible  that  the 
advertiser  could  pay  for  the  waste  in  a  general  publication  and 
still  reach  the  particular  audience  at  which  he  is  aiming,  at 
a  cost  not  higher  than  that  of  using  the  class  publication. 
Much  advertising  goes  to  the  general  magazines,  to  the  dis- 
satisfaction of  the  publishers  of  class  mediums,  only  for  the 
reason  that  the  general  magazines  are  more  attractive  and 
furnish  their  space  at  a  low  cost. 

The  larger  advertisers  do  not  usually  attempt  to  decide 
between  general  magazines  and  class  publications,  but  use 
both,  thus  greatly  increasing  their  chance  for  making  a 
permanent  impression. 


MAGAZINE  ADVERTISING  497 

CHANGE  IN  MECHANICAL  STYLE  OF  MAGAZINES 

At  one  time  the  so-called  ''standardized  magazine"  page  was 
that  measuring  8  by  53^  inches.  This  page  had  a  column  15 
picas  or  2%  inches  wide.  During  this  period  most  of  the 
advertising  pages  were  run  together  in  two  sections,  one  section 
preceding  reading  pages  and  the  larger  section  following 
reading  pages.  A  number  of  high-class  magazines  hold  to  this 
style. 

Within  the  past  few  years,  however,  a  number  of  publica- 
tions have  changed  to  the  type-page  sizes  of  7  by  10  inches  and 
9^  by  123^^  inches,  with  column  widths  ranging  from  2J4:  to 
3%  inches.  This  change  has  been  made  for  several  reasons — 
economy  in  printing,  more  effective  display  and  illustration, 
and  for  the  opportunity  of  placing  advertising  adjoining 
reading  matter.  As  a  result,  considerable  discussion  has 
been  brought  about  as  to  the  advantage  of  having  advertising 
adjoining  reading  matter.  The  consensus  of  opinion  seems 
to  be  that  notwithstanding  advertising  arranged  in  a  solid 
advertising  section  gains  attention,  there  is  something  ad- 
ditional gained  when  advertising  is  placed  next  to  reading 
matter.  There  may  be  some  resentment  on  the  part  of  readers 
to  having  advertising  so  mixed  up  with  reading  pages,  but 
this  resentment  is  more  than  offset  by  the  opportunity  that 
advertising  has  to  catch  the  roving  attention. 

SPECIAL  PAGES  AND  POSITION  IN  MAGAZINES 

It  must  be  borne  in  mind  that  any  statement  put  down  with 
reference  to  special  pages  and  position  are  only  general  ones, 
and  that  values  may  vary  considerably  according  to  the 
character  of  the  publication,  kind  and  amount  of  advertising, 
etc.  For  example,  if  an  interesting  magazine  carried  only  one 
colored  advertisement,  it  is  obvious  that  such  an  advertise- 
ment would  have  two  or  three  times  as  much  attention  as  the 
ordinary  black  and  white  advertisement.  If,  however,  the 
publication  contains  a  dozen,  or  twenty  or  twenty-five  pages 
in  color,  the  distinctiveness  and  added  value  of  the  colored 
page  is  largely  decreased. 

A  few  magazines  sell  part  of  the  space  on  their  front  cover. 
The  front  cover  is  undoubtedly  the  most  valuable  position  in 

32 


498 


THE  ADVERTISING  HANDBOOK 


magazine-advertising.  The  cover  pages  should  ordinarily 
rank  in  this  order,  according  to  the  various  tests  that  have  been 
made. 

First  cover 

Fourth  cover 

Second  cover 

Third  cover 

The  second  cover  has  an  advantage  over  the  third  only  be- 
cause the  reader  begins  at  the  front  of  the  book,  and  there  is 
always  some  chance  that  he  may  discontinue  his  thumbing 
over  of  the  pages  before  reaching  the  last  page.  The  fourth 
cover  gains  second  place  in  value  largely  because  a  magazine 
is  left  much  of  the  time  in  such  a  position  that  the  fourth 
cover  is  in  full  view  of  the  reader. 

The  first  inside  white  page  has  some  added  value  over  other 
white  pages.  So  has  the  last  inside  white  or  regular  page 
of  a  magazine — the  one  facing  the  third  cover. 


B 

A 

D 

C 

B 

A 

Fig.  1. 


Fig.  2. 


Fig.  3. 


Fig.  4. 


The  letters  indicate  in  a  general  way  the  relative  values  of  the  different 
sections  of  a  magazine  page,  A  representing  the  highest  value.  Some  tests 
indicate  that  section  B,  Fig.  1,  is  equal  in  value  to  A,  or  even  better. 

Where  a  magazine  carries  a  number  of  solid  advertising 
pages  in  a  front  section,  the  page  facing  the  first  reading  page 
is,  or  should  be,  at  least  fifty  to  one-hundred  per  cent,  more 
valuable  than  a  page  in  the  middle  of  the  advertising  section. 
Pages  facing  index  pages,  or  any  other  features  of  a  periodical 
which  readers  are  likely  to  consult,  have  added  value. 

Where::th^ais  a  solid  section  of  advertising  pages  ahead  of 
reading  ma^p?  and  a  still  larger  section  following  reading 
matter,  the  front  section  is  preferred  just  because  it  contains 
fewer  advertisements  and  because,  also,  the  reader  is  more 


MAGAZINE  ADVERTISING  499 

likely  to  give  his  early  attention  to  the  front  part  of  the 
pubUcation. 

Figure  1  gives  the  relative  value  of  different  quarter  pages, 
and  Figure  2  gives  the  relative  value  of  half  pages  where  the 
page  is  divided  horizontally.  If  the  page  is  divided  vertically, 
the  relative  values  are  indicated  by  Figure  3.  Figures  3  and 
4  refer  to  right-hand  pages.  In  the  case  of  left-hand  pages, 
the  values  would  be  reversed. 

Most  advertisers  prefer  and  ask  for  right-hand  pages,  believ- 
ing that  the  attention  of  readers,  reading  from  left  to  right, 
rests  more  naturally  on  the  right-hand  page  than  on  the  left 
one.  However,  there  seem  to  be  no  conclusive  tests  showing 
the  relative  value  of  the  two  pages. 

Additional  Value  of  Color. — Advertisements  in  color  have, 
in  the  experience  of  many  advertisers,  proved  to  have  suf- 
ficient attention-attracting  and  desire-creating  value  to  justify 
the  large  increase  that  such  advertising  adds  to  the  cost  of 
black-and-white  publicity. 

It  is  not  possible  to  set  forth  any  such  thing  as  a  compari- 
son of  values  by  exact  percentages.  Cases  are  known,  how- 
ever, where  color  advertisements,  in  periodicals  or  direct 
literature,  have  been  three  or  four  times  as  profitable  as 
advertisements  in  black  and  white.  But  obviously  the 
advantage  of  color  will  vary  greatly  according  to  the  product. 
It  is  possible  to  show  an  automobile  effectively  without 
color  but  almost  impossible  to  give  the  proper  idea  of  a  fine 
rug  without  color.  Consequently,  the  addition  of  color  to 
the  automobile  advertisement,  however  much  the  setting 
may  be  improved,  cannot  mean  as  much  as  the  addition  of 
color  to  advertisements  featuring  rugs,  flowers,  foods,  etc. 

There  is  another  side  to  the  question  of  color  in  periodical 
advertising.  There  has  been  so  much  color  advertising  under- 
taken that  color  pages  no  longer  have  the  distinction  they  once 
had,  and  many  national  advertisers  are  now  of  the  opinion 
that  the  extra  cost  of  color-advertising  does  not  justify  itself. 

Rates  of  Magazine  Advertising. — There  is  a  considerable  vari- 
ation in  magazine  rates,  according  to  the  extent  of  circulation 
and  the  class  of  circulation.  A  publication  that  is  strong  in  a 
given  field  is  worth  more,  as  a  rule,  to  the  advertiser  than  space 


500 


THE  ADVERTISING  HANDBOOK 


in  a  general  medium.     The  publisher  knows  that,  and  fixes 
his  rate  accordingly. 

Eight  general  magazines  with  circulation  aggregating 
4,250,000  charge  a  total  of  $30.50  per  agate  line.  This  is  about 
equivalent  to  .007  per  agate  line  per  thousand  of  circulation. 


New  York,  N,  Y. 


McCLURE'S  MAGAZINE 


Rato  Ctitd  Kc 


IsHurd  Sept.  25,  1020 
In  effect  witli  January   1931-  igKup 


1— GENERAL  ADVERTISING 

Ik.     Per  line  agate,. for  less  than  a  half  page.     $4.00 

1».     Half  page,  340  lines         ....  1250.00 

e,    FuU  page,  680  lines  ......  2500.00 

4H^    Preferred  position  and  color  rates: 
Page    1,    facing    second    cover — ^black 

.     and  white        .......  3000.00 

Page  facing  title  page,  black  and  white  3000.00 

Back  Cover,;  4  colors        ....  5000.00 

2d  and  3d  covers,  4  colors     .        .        .  3500.00 


All   orders   accepted   are   non-cancelabla. 

Color  rates  on  application.  Minimum  size  of 
advertisement,  7  lines  single  column  ;  14  lines 
double  column.  Time  discounta  none.  These 
rates  subject  to  change  without  notice. 


2— CLASSIFICATIONS 


3— READING  NOTICES 


(Not  accepted) 


4— COMMISSION  AND  CASH  DISCOUNT 
•  a.    Agency  commission,  15  per  cent 
U.    Cash  discount,  2  per  cent 


All  bills  are  rendered  on  the  1st  of  month  pre- 
ceding date  of  issue  and  are  subject  to  2  pev 
cent  discount  if  paid  within  10  days. 


Fig.  6A. 


S— MECHANICAL  REQUIREMENTS 


SlBS  of  plates :  All  cuts  intended 
for  full  column  width  must 
measure  2%  '  In.,  double  column 
4%  in. 

Depth  of  column  12»A  In. 
Four  columns  to  a  page 
Center    double    page    12%    In;, 
deep  X  20  in.  wide.  


Pull  page    (6S0  lines)   9%   In.    ». 
widex  12^4  in.  high.    .    ,„    . 
Half   Page    (340   lines)    4%    in. 
widex  12 H  in.  high. 
Quarter  Page   (170  lines)   s.   c. 
2%    in.  wide  X  12H   In.  high  or 
85  lines,  d.  c,  4%   in.  wide  x  6    ^ 

Secondhand  Third  covers  9%  in. 


Closing  dates:  All  forms  cjosa 
JOth  of  second  month  preceding 
date  of  issue.  For  example: 
January  Issue  closes  Nov.  10. 
Color  plates  must  be  In  by  tha 
25th  of  the  third  month  preced- 
ing date  of  issue. 
To  insure  the  best  printing,  sup- 
ply original  halftones — not  elec- 
trotypes, 120  screen. 
Register  marks  must  appear  on 
all  plates  for  more  than  1  color. 


6— CIRCULATION 

a.     Member  of  A.  B.  C. 

A.  B.  C.  statement  always  available. 
c.    Character  of  circulation:     "General." 
«1.     lx)cality  of  circulation:    National, 
e.    .Date  in  circulation:  15th  of  month  preced- 
-     Ing  date  of  issue^ . 


7— MISCELLANEOUS 

H.     Kstablished   X893. 

«.  Size  of  copy  and  dates  of  Insertion  must  be  shown  in 
contract.  To  secure  proofs  for  corrections  send  copy 
before  closing  date.  We  reserve  the  right  to  stipple 
solid  cuts,  heavy  black-face  type  and  borders. 


Publishers:    McClure's  Magazine,  Inc.,  25 
West  44th  Street,  New  York  City. 
Herbert  Kaufman,  President  and  Kdltor 
Fred  E.  Mann,  Western  Manager. 
Mailers  Building,  Chicago,  111. 


Figs.  5A  and  B. 


Fig.  5B. 
-The  two  sides  of  a  standard  magazine  rate  card. 


There  is  such  a  great  variation  in  sizes  of  pages  that  the 
"average  page  rate"  would  be  less  indicative  of  cost  than  the 
agate  line  rate. 

'  Standard  Form  of  Magazine  Rate  Card.— Figure  5A  and 
Figure  5B  give  two  sides  of  a  form  of  rate  card  now  used  by 
magazines  generally.  This  form  is  adopted  in  order  that 
advertisers  and  advertising  agencies  may  file  rates  in  a  stand- 


MAGAZINE  ADVERTISING  501 

ard  card  file  and  have  rate  information  more  readily  accessible 
than  it  would  be  with  an  assortment  of  rate  cards  of  different 
styles  and  sizes.  Nevertheless,  many  magazine  publishers 
pubUsh  their  own  distinctive  rate  card  in  addition  to  using 
this  standard  form. 

Magazine  Lists. — Following  are  lists  of  magazines  used  by 
three  national  advertisers.  These  can  hardly  afford  any 
guide  to  national  advertisers  generally,  but  are  here  shown 
for  the  sake  of  illustrating  the  diversity  of  such  lists. 

List  No.  1  is  used  by  a  large  food  advertiser,  one  who  adver- 
tises products  packed  in  jars  and  cans  suitable  for  outings, 
camping,  etc.  This  advertiser,  therefore,  thinks  it  well  to  use 
a  good-sized  hst  of  publications  appealing  to  those  who  hve 
outdoors.  It  will  be  observed  also  that  this  advertiser  believes 
in  making  an  impression  on  the  young  mind,  for  he  has  six 
juvenile  pubHcations  and  another,  which  though  bearing  a 
juvenile  title  is  really  a  family  publication — The  YouWs 
Companion. 

List  No.  2  is  that  used  by  the  advertiser  of  a  popular  small- 
model  typewriter  adapted  particularly  to  the  use  of  travelers, 
salesmen,  authors,  advertising  men,  ministers,  professional 
men  and  others  who  may  possibly  do  their  own  typewriting 
instead  of  employing  a  stenographer.  This  advertiser  ex- 
plained at  the  time  of  giving  this  list  that  the  product  was 
oversold  and  that  this  list  was  used  merely  to  keep  the  machine 
before  its  particular  public. 

List  No.  3  is  used  by  a  large  manufacturer  of  kid  leather  who 
does  not  make  shoes,  but  who  is  interested  in  advertising 
shoes  made  of  the  leather  he  produces.  He  says  in  submitting 
his  list:  ''Our  selection  is  based  on  three  objects — (1)  that 
the  dealer  should  be  influenced,  (2)  that  a  large  general  class 
of  feminine  readers  be  reached,  and  (3)  that  the  Hmited  class 
which  places  style  above  everything  else  should  be  impressed 
with  the  quality  of  our  product. 

List  No.  4  is  that  used  by  a  large  manufacturer  of  dynamite, 
gelatin  dynamite,  blasting  and  sporting  powders,  blasting 
supplies  and  chemicals.  It  will  be  observed  that  the  various 
groups  of  publications,  with  the  exception  of  the  first  classifica- 
tion, appeal  to  definite  fields. 


502 


THE  ADVERTISING  HANDBOOK 


Magazine  List  No.  1 


Color  Pages 

Ladies'  Home  Journal 
Woman's  Home  Companion 
Harper's 
World's  Work 
Century- 
Review  of  Reviews 
Scribner's 
Atlantic  Monthly 
Saturday  Evening  Post 


Children's  Pxjbltcations 

American  Boy 
Boys'  Magazine 
Boys'  Life 
Little  Folks 
John  Martin's  Book 
St.  Nicholas 
Youth's  Companion 


Sporting  Publications 

All  Outdoors 
Country  Life  in  America 
Course  &  Clubhouse 
Field  &  Stream 
Forest  &  Stream 
Golf  Illustrated 
Golfer's  Magazine 
National  Sportsman 
Outing  Magazine 
Outer's  Book-Recreation 
Outdoor  Life 
Spur 
Vacation  Manual 

Miscellaneous 

Forum 

Forecast  Magazine 

Farm  Journal 

National  Food 

Roycrofters 

Young  Woman's  Journal 


Magazine  List  No.  2 


Atlantic  Monthly 

American  Legion 

American  Magazine 

Associated  Advertising 

Collier's 

The  Ask  Mr.  Foster  Travel  Magazine 

Literary  Digest 

Living  Church  Annual 

National  Geographic 

Oflace  Appliance  Exporter 


Office  Appliances 

Popular  Mechanics 

Popular  Science 

Red  Book 

System 

Typewriter  Topics 

U.  S.  Field  Artillery  Journal 

U.  S.  Infantry  Association 

World  Almanac 


Magazine  List  No.  3 

Saturday  Evening  Post 

Ladies'  Home  Journal 

Cosmopolitan 

Butterick  Trio 

Photoplay 

Vogue 

Harper's  Bazar 


MAGAZINE  ADVERTISING 


503 


Magazine 
General  Publications 
Institutional 

Alumni  Magazine 

American  Magazine 

Everybody's 

Popular  Mechanics 

Quality  Group 

Red  Book 

Scientific  American 

Sunset 

Metropolitan 
General  Farm  Publications 

American  Fruit  Growers 

Country  Gentleman 

Progressive  Farmer 

System  on  the  Farm 

Agricultural  Student 

Arkansas  Farmer  &  Homestead 

Cornell  Countryman 

Illinois  Agriculture 

Monthly  Journal  of  Agriculture 

National  Stockman-Farmer 

Ohio  Farmer 

Pennsylvania  Farmer 

Penn  State  Farmer 

Southern  Agriculturist 

Wisconsin  Country  Magazine 


Agricultural  Publications 
California  Coast  Publications 
California  Citrograph 
California  Cultivator 
Fresno  Republican 
Los  Angeles  Times 
Pacific  Rural  Press 
Sacramento  Bee 
Western  Empire  &  Rural  World 


List  No.  4 

General  Export 
Publications 
American  Exporter 
Dun's  Review- 
El  Comercio 
Export  Worid  &  Herald 
World's  Work 


Industrial  Publications 

Appalachian  Trade  Journal 

Coal  Age 

Coal  Industry 

Contracting 

Engineering  &  Contracting 

Engineering  &  Mining  Journal 

Engineering  News-Record 

Good  Roads 

Mining  &  Scientific  Press 

Mining  Congress  Journal 

Road-Maker 

Salt  Lake  Mining  Review 

Manufacturers'  Record 

Southern  Good  Roads 

Engineering  &  Metallurgy 

Macadam  Service 

Pit  &  Quarry 

Cement,  Mill  and  Quarry 

Arizona  Mining  Journal 

Textile  World  Journal 

Belting 

Chemical  Publications 

(General  Chemical  Papers) 

Chemical  &  Metallurgical  Engi- 
neering 

Drug  &  Chemical  Markets 

Journal  of  Industrial  &  Engineer- 
ing Chemistry 

Oil,  Paint  &  Drug  Reporter 

(Leather  PubHcations) 

Hide  &  Leather 

Journal     of    American    Leather 
Chemists  Association 

Leather  Manufacturers 

Dyes 

Chemical,  Color  &  Oil  Daily 


504  THE  ADVERTISING  HANDBOOK 

Sporting  Publications  Sporting  Trade   Publications 

All  Outdoors  Hardware  Dealer 

American  Field  Hardware  World 

Arms  &  The  Man  Sporting  Goods  Gazette 

Field  &  Stream  Sporting  Goods  Journal 

Forest  &  Stream  Sporting  Goods  Dealer 

Game  Breeder 
National  Sportsman 
Outdoor  Life 
Outers  Book 
Outing 
Rod  and  Gun 
Winged  Foot 
Sportsmen's  Review 

Often  in  making  up  magazine  lists  an  advertiser  is  con- 
fronted with  the  fact  that  there  are  several  magazines  with 
strong  circulations  in  a  field  that  he  wishes  to  cover.  His 
appropriation  may  not  allow  him  to  use  but  one  of  these. 
Therefore,  he  must  make  a  choice.  That  choice  may  be  finally 
determined  by  the  fact  that  he  has  less  competition  in  the 
pages  of  one  of  the  pubHcations.  Publishers  often  advance 
the  argument  that  one  corset  advertiser  should  be  advertising 
in  his  pages  because  six  others  are  doing  so  regularly.  The 
seventh  corset  advertiser  may,  in  reality,  have  a  better  chance 
for  attention  if  he  takes  space  in  another  magazine  of  equal 
general  quality,  but  which  has  only  one  or  two  corset  ad- 
vertisers in  its  pages.  The  amount  of  advertising  or  the 
amount  of  advertising  of  even  a  specified  kind  does  not  neces- 
sarily mean  that  a  medium  is  of  superior  value;  its  solicitors 
may  have  just  been  unusually  successful.  It  is  true,  however, 
that  when  a  medium  becomes  recognized  by  the  pubHc  as  a 
useful  source  of  information  on  a  given  subject,  then  volume 
of  advertising  of  a  given  kind  may  mean  much. 


SECTION  19 
NEWSPAPER  ADVERTISING 

There  are  in  the  United  States  2151  daily  newspapers  pub- 
hshed  in  the  EngUsh  language,  with  a  combined  circulation  of 
more  than  28,000,000.  Of  these,  500  are  morning  newspapers 
and  1651  evening  newspapers.  Of  the  total,  511  have  Sunday 
editions. 

In  Canada  there  are  112  English  and  French  daily  news- 
papers with  a  combined  circulation  of  2,263,680. 

The  newspaper,  taking  its  usefulness  to  both  local  and 
national  advertiser  into  consideration,  is  probably  the  most 
useful  of  all  advertising  mediums.  Its  advantages  may  be 
briefly  summed  up  as  follows: 

POINTS  OF  ADVANTAGE 

1.  News  is  of  vital  interest  to  every  intelligent  person,  and 
most  of  the  people  that  are  worth  while  reaching  by  advertisers 
read  a  newspaper  of  some  kind — if  not  a  daily,  then  a  weekly 
or  semi-weekly  paper.  In  the  past  decade  the  daily  paper  has 
replaced  the  weekly  newspaper  to  a  large  extent,  though  this 
should  not  be  construed  to  mean  that  the  thousands  of  small 
weekly  and  semi-weekly  newspapers  scattered  throughout  the 
country  do  not  have  a  strong  hold.  They  do,  because  they 
publish  the  local  news  to  an  extent  that  the  large  daily 
papers  cannot  do. 

2.  The  newspaper  is  usually  a  local  medium  and  concen- 
trates in  a  given  territory,  though  a  chain  or  group  of  papers 
may  be  used  in  order  to  have  a  national  or  semi-national  cam- 
paign. This  medium  is,  therefore,  admirably  adapted  to  the 
advertiser's  purposes  where  he  may  wish  to  make  a  strong 
impression  in  a  certain  limited  field.  Electrically  lighted 
homes,  for  example,  run  from  79  per  cent,  of  the  total  in  one 

505 


506  THE  ADVERTISING  HANDBOOK 

state  to  8.4  in  another.  It  is  vital  for  the  advertiser  of  elec- 
trical fixtures  that  he  be  able  to  concentrate  where  there  is  a 
fair  proportion  of  homes  having  electric  current. 

The  wise  retail  dealer  knows  the  value  of  local  advertising  and 
is  impressed  with  plans  that  call  for  it.  When  the  Arbuckle 
Company  began  advertising  Yuban  Coffee,  a  concentrated 
newspaper  campaign  was  planned  for  New  York  City,  and  by 
putting  the  plans  before  the  dealers  of  the  metropolis,  the 
advertiser  was  able  to  place  the  coffee  with  3500  dealers  prior 
to  the  appearance  of  the  advertising. 

3.  It  is. ordinarily  easy  in  newspaper  advertising  to  give  the 
list  of  the  advertiser's  retail  distributors.  This,  however,  may 
not  be  the  case  where  the  product  is  sold  in  such  stores  as 
grocery  stores  generally,  and  where  the  list  of  such  stores  in  a 
large  city  hke  New  York  or  Chicago  will  run  into  hundreds  or 
thousands  of  names. 

4.  Copy  may  be  readily  adapted  to  the  geographical  or 
climatic  conditions  or  to  the  type  of  people  of  the  newspaper 
community,  their  buying  habits,  etc.  The  manufacturer  of 
stoves,  heating  boilers,  etc.,  can  have  different  copy  for 
Georgia  than  that  used  in  New  England  or  North  Dakota. 
The  paint  manufacturer,  if  he  learns  that  the  painting  season  in 
California  comes  in  a  different  month  from  the  customary  one 
in  Ohio,  can  act  accordingly  in  the  timing  of  his  appeals. 

5.  Newspaper  advertising  may  be  done  with  greater  speed 
than  magazine,  street-car  or  poster  advertising.  Where  there 
is  great  need  for  haste,  copy  may  be  telegraphed  at  night  and 
be  published  the  next  morning.  Thus,  advantage  may  be 
taken  of  timeliness,  news  value,  current  event,  etc. 

6.  The  newspaper,  being  a  local  medium,  is  closer  to  its 
readers,  if  it  is  a  paper  of  high  reputation,  than  most  public 
mediums  of  advertising.  The  man  reading  about  Longwear 
Tires  or  the  Prospero  Cigar  in  his  favorite  newspapers  imag- 
ines, without  being  told  specifically,  that  the  product  is  sold 
locally.  It  should  also  be  possible  for  the  newspaper  to  possess 
the  confidence  of  readers  to  a  greater  degree  than  generally 
circulated  magazines.  Unfortunately,  political  bias  and  the 
unreliabihty  of  much  newspaper  advertising  has  in  many  cases 
kept  the  newspaper  from    enjoying   the    confidence    of   its 


NEWSPAPER  ADVERTISING  507 

readers  to  the  degree  that  is  possible.     This,  however,  is  a 
condition  that  apphes  to  some  papers  and  not  to  others. 

7.  Another  point  in  favor  of  the  newspaper  as  an  advertising 
medium  is  its  relative  cheapness.  The  cost  per  thousand 
readers  in  newspaper  advertising  is  generally  low. 

8.  The  fact  that  the  newspaper  reaches  a  very  general  class 
of  readers  and  often  covers  the  community  thoroughly,  though 
the  advertiser  uses  only  one  or  two  papers,  may  be  a  decided 
advantage  to  the  advertiser,  or  a  disadvantage,  according  to 
what  he  is  selling.  This  general  circulation  means  more  to  an 
advertiser  of  soap  or  a  soft  drink  than  to  the  manufacturer  of 
trucks  or  period-style  hand-carved  phonographs. 

Disadvantages. — The  disadvantages  of  newspaper  advertis- 
ing as  compared  with  other  forms  such  as  magazines  are  that, 
as  newspapers  are  printed  on  cheap,  rough  paper,  unless  the 
advertiser  uses  the  special  sections  of  newspapers  printed  on 
superior  paper,  he  cannot  secure  the  fine  illustrative  effects  or 
pleasing  general  appearance  that  can  be  obtained  in  magazine 
advertising.     Nor  can  the  advertiser  so  readily  use  color. 

Unless  the  advertiser  uses  selected  newspapers  so  as  to 
appeal  to  a  more  or  less  defined  class  of  readers,  he  cannot  so 
readily  make  a  class-appeal  as  he  can  when  he  uses  women's 
magazines,  farm  magazines,  business  magazines,  etc. 

Morning  Papers  and  Afternoon  Papers. — In  a  city  where 
there  are  both  morning  papers  and  afternoon  papers,  the  ques- 
tion will  arise,  "Which  is  the  more  valuable  to  the  advertiser?" 
The  growth  of  the  afternoon  paper  has  been  marked  during  the 
last  decade,  and  there  are  now  more  than  three  times  as  many 
afternoon  papers  as  there  are  morning  papers. 

It  is  argued  for  the  afternoon  paper  that  it  comes  out  at  the 
close  of  the  day  when  people  have  more  time  for  reading,  and 
that  it  is  more  likely  to  be  read  in  the  home.  On  the  other 
hand,  there  are  morning  papers  that  are  dehvered  to  home 
addresses  to  a  very  large  extent,  and  it  is  argued  in  their  behalf 
that  they  reach  the  home  in  the  morning  before  the  shopping 
errand  is  started. 

There  can  be  no  general  answer  to  such  a  question.  The  in- 
creased popularity  of  the  afternoon  paper  is  shown  by  its 
supremacy  in  point  of  numbers,  but  whether  a  morning  paper  is 


508  THE  ADVERTISING  HANDBOOK 

to  be  preferred  to  an  afternoon  paper  depends  on  the  field  in 
which  the  advertising  is  to  be  done  and  what  the  advertiser  is 
to  advertise.  There  are  communities  in  which  a  morning 
paper  is  decidedly  the  strongest  medium.  There  are  other 
communities  in  which  an  afternoon  paper  is  admittedly  the 
leader. 

Sunday  Newspapers. — At  one  time  there  was  a  distinct 
prejudice  on  the  part  of  a  good  proportion  of  the  pubhc  against 
Sunday  newspapers.  This  has  vanished  to  a  large  degree,  with 
the  result  that  the  Sunday  newspaper  has  become  more  useful 
as  a  medium  than  it  ever  was. 

The  points  in  favor  of  the  Sunday  newspaper  are  the  extra 
circulation  and  the  greater  amount  of  time  given  to  this  issue 
as  compared  with  week-day  issues  and  the  artistic  quality  of 
the  supplements  printed  often  on  paper  of  excellent  quality. 
Advertisers  whose  appeals  depend  on  the  effective  showing  of 
styles,  on  mail  orders,  etc.,  find  Sunday  issues  particularly 
valuable. 

The  chief  point  against  Sunday  newspapers  is  the  bulk  of 
advertising,  which  makes  it  easy  for  the  advertiser's  message  to 
be  overlooked  unless  it  is  distinctive. 

Classified  Newspaper  Advertising. — A  form  of  newspaper 
advertising  that  has  demonstrated  its  pecuHar  effectiveness 
for  certain  advertisers  is  that  known  as  classified  advertising, 
Real  Estate  for  Sale  or  Rent,  Houses  for  Rent,  Help  Wanted, 
Schools  and  Colleges,  etc. 

The  value  of  classified  advertising  lies  in  the  fact  that 
readers  are  trained  to  look,  in  certain  classifications,  for 
the  advertisements,  and  the  advertiser  is  therefore  able  to  get 
attention  wath  a  small  undisplayed  announcement.  This  is 
not  always  the  case,  however.  Some  classifications  that  news- 
papers carry  lack  the  degree  of  interest  that  is  attached  to 
Help  Wanted,  Houses  for  Rent,  Rooms  and  Board,  etc.  Com- 
paratively few,  for  example,  are  likely  to  consult  the  classifica- 
tion of  schools  and  colleges  as  compared  with  the  number  who 
should  be  interested  in  education.  Consequently,  some 
schools  prefer  the  ordinary  display  advertising  to  small 
announcements  under  the  general  head  of  Schools  and  Colleges. 

The  classification  of  ''Books"  would  have  even  less  general 


NEWSPAPER  ADVERTISING  509 

interest.  It  will  attract  the  person  of  the  book-loving  ten- 
dency, but  not  the  general  public. 

On  the  other  hand,  the  cost  of  classified  advertising  is  usually 
so  reasonable  that  if  there  is  any  well  defined  tendency  on 
on  the  part  of  readers  to  consult  a  classification,  the  advertis- 
ing may  prove  profitable,  considering  its  cost,  even  though 
the  advertiser  does  not  depend  on  that  form  of  advertising 
exclusively. 

Classified  advertising  is  sold  by  some  newspapers  by  the 
"count  line"  and  by  others  at  so  much  a  word. 

A  few  newspapers  allow  display  heads  of  certain  sizes  for 
classified  advertisements.  Others  allow  no  display,  but  per- 
mit the  advertiser  to  run  the  first  two  words  in  capitals. 

Most  newspapers  make  an  extra  charge  if  a  classified  ad- 
vertisement is  run  ''out  of  its  classification;"  that  is,  if  a  school 
advertisement,  for  example,  is  run  under  Help  Wanted,  or  a 
House  for  Sale  advertisement  is  run  under  For  Rent. 

Frequently,  special  rates  are  made  for  running  an  advertise- 
ment a  number  of  times  in  the  same  form. 

Most  newspapers  maintain  a  receiving  department  for  repUes 
to  classified  advertisements.  On  account  of  the  volume, 
however,  and  the  likelihood  of  confusion  if  all  advertisers  are 
allowed  to  insert  their  own  ''keys"  in  the  signature,  large 
papers  reserve  the  privilege  of  putting  the  key  number  or  letter 
in  the  address. 

Special  Pages  in  Newspaper  Advertising. — Many  news- 
papers charge  extra  for  locating  advertising  on  a  specified 
page,  and  others  have  certain  pages  on  which  they  will  not 
sell  any  advertising  space.  Very  few  papers  sell  space  on  the 
first  page  unless  such  space  is  to  be  used  for  a  two-  or  three- 
line  "reading  notice  style"  of  advertisement. 

Special  pages  may  be  of  considerable  extra  value  to  the  ad- 
vertiser. The  sporting-page,  for  example,  is  worth  much  more 
to  an  advertiser  of  sporting  goods  or  a  sporting  event  than  the 
general  run  of  page.  The  financial  page  will  be  of  unusual 
value  to  an  advertiser  offering  something  to  men  who  read  the 
financial  news  regularly,  though  if  an  offering  is  to  be  made 
more  to  the  general  public  than  to  those  who  habitually  read 
the  financial  page,  a  general  news  page  may  be  better. 


510  THE  ADVERTISING  HANDBOOK 

Most  advertisers  of  general  products  prefer  location  on  the 
local  news  page,  realizing  that  readers  have  the  greatest  inter- 
est as  a  rule  in  live  local  news. 

Advertisers  of  patent  medicines  and  other  articles  bought 
largely  by  women  sometimes  specify  that  their  advertising 
shall  be  run  on  a  page  containing  dry-goods  advertising,  realiz- 
ing that  such  advertising  is  a  magnet  to  draw  the  attention  of 
women. 

The  question  in  using  special  pages  is  simply  that  of  whether 
or  not  readers  have  been  habituated  to  turn  instinctively  to  such 
pages.  Now  and  then  publishers  present  pages  for  which  they 
would  like  to  have  special  types  or  kinds  of  advertising  when 
the  truth  is  that  the  pages  are  of  doubtful  value,  the  reader 
not  being  accustomed  to  turning  to  them. 

POSITION  IN  NEWSPAPER  ADVERTISING 

Outside  of  special  pages,  newspapers  have  several  different 
kinds  of  special  positions  which  they  can  offer  to  a  limited 
number  of  advertisers.     These  are: 

1.  Top  of  column  and  next  to  reading  or  first  following  and  next  to 
reading,  known  as  "full  position."  (An  advertisement  is  shown  in 
Types  and  Printing  Practice  Section  of  this  Handbook  in  full  position.) 

2.  Next  to  reading  matter. 

3.  Reading  matter  on  three  sides.  Only  a  few  papers  offer  this  posi- 
tion, which  is,  of  course,  very  desirable  because,  besides  having  live  read- 
ing matter  on  three  sides,  the  surrounding  light  tone  of  gray  reading 
matter  gives  an  unusual  display  effect — ^throws  an  advertisement  out  in 
strong  contrast. 

Full  position  is  usually  charged  for  at  rates  ranging  from 
twenty-five  to  thirty-three  and  a  third  per  cent,  over  regular 
rates.  Position  next  to  reading  usually  costs  from  fifteen  to 
twenty-five  per  cent,  additional. 

Most  publishers  decline  to  sell  special  position  unless  an 
advertisement  is  at  least  40  to  50  lines  deep. 

Position  with  three  sides  of  reading  will,  if  granted,  prob- 
ably be  charged  for  at  from  fifty  to  one-hundred  per  cent, 
over  original  rates. 

The  Advisability  of  Position. — Good  position  greatly 
increases  the   attention-value   of    advertising.     Some    large 


NEWSPAPER  ADVERTISING  511 

advertisers  manage  to  secure  good  position  for  much  of  their 
advertising  without  paying  the  additional  rate.  Advertising 
practice  abounds  with  argument  and  attempts  to  secure  good 
position  at  the  ''run  of  paper''  rate.  The  larger  and  more 
prosperous  papers  resist  these  efforts  and  insist  that  if  an  adver- 
tiser wishes  special  position,  he  must  pay  the  additional  price. 

Whether  an  advertiser  should  pay  for  special  position  de- 
pends on  the  character  and  size  of  his  announcements.  If  the 
space  he  uses  is  so  large  or  his  illustrations  are  so  striking 
that  he  "dominates  the  page,"  he  will  be  spending  money 
uselessly  to  pay  from  twenty-five  to  fifty  per  cent,  additional 
for  special  position  of  some  kind.  On  the  other  hand,  an 
advertiser  running  four  or  five  inches  single  column  or  double 
column  may  have  many  of  his  announcements  buried  among 
other  advertisements  unless  he  buys  special  position.  If  the 
page  on  which  he  prefers  his  advertisement  to  run  is  one  that 
usually  has  httle  advertising  on  it,  his  message  will  probably 
stand  out  well  without  being  placed  in  any  kind  of  special 
position. 

Few  advertisers  buy  special  position  for  advertisements  run- 
ning ten  inches  deep  across  three  or  four  columns. 

NEWSPAPER  LISTS 

What  constitutes  a  good  list  of  newspapers  for  an  advertiser 
comes  back  to  the  question  of  what  the  advertiser's  problem  is. 
It  may  be  a  problem  that  may  be  solved  most  economically 
by  the  use  of  a  relatively  small  list  of  large  newspapers  in  large 
centers. 

If  the  advertiser's  message  is  one  that  appHes  to  people  liv- 
ing in  cities  rather  than  out  in  the  state  of  publication  gen- 
erally, there  are  newspapers  that  circulate  almost  entirely  in  the 
cities  where  they  are  pubHshed.  On  the  other  hand,  there  are 
newspapers  having  a  very  broad  circulation  throughout  the 
state  of  publication  and  perhaps  through  a  number  of  states 
such  as  New  England  and  the  Middle  West. 

IijL  the  city  of  Chicago,  for  example,  there  is  one  large  news- 
paper that  has  its  circulation  concentrated  almost  entirely  in 
Chicago,  while  another  equally  strong  paper  has  more  than 
forty  per  cent,  of  its  circulation  outside  of  Chicago. 


512  THE  ADVERTISING  HANDBOOK 

Then,  again,  if  the  appeal  is  one  to  be  made  to  readers  of 
cities  under  100,000  population  and  small  towns,  a  large  list 
of  newspapers  of  smaller  circulation  might  be  a  better  pur- 
chase than  a  small  list  of  newspapers  of  very  large  circulation. 

There  are  newspapers  known  to  have  a  strong  following  among 
financial  men  and  which,  of  course,  would  be  particularly 
valuable  to  an  advertiser  desiring  to  reach  such  readers. 
Other  newspapers  are  particularly  strong  as  the  classified 
mediums  of  their  communities. 

The  making  up  of  a  Ust  of  newspapers  calls  for  even  more 
discrimination  than  the  making  up  of  a  list  of  magazines,  for 
in  every  populous  community  there  are  several  newspapers 
claiming  supremacy,  and  often  they  are  so  nearly  equal  in 
general  value  that  a  decision  is  a  difficult  one.  The  problem 
with  a  local  advertiser  may  not  be  a  difficult  one.  His  interests 
may  be  such  that  he  can  use  several  papers.  But  often  the 
national  advertiser  must  select  one  paper  or  two,  and  quite 
naturally  the  publishers  of  the  papers  not  selected  make  known 
the  fact  that  a  serious  mistake  has  been  made. 

The  use  of  both  large  and  small  newspapers  is  not  neces- 
sarily inconsistent.  For  example,  Boston  papers  may  be 
used  for  their  effect  on  the  Boston  public  and  their  general 
influence  throughout  New  England,  while  the  advertiser  may 
at  the  same  time  see  fit  to  use  the  local  newspapers  in  twenty, 
fifty  or  a  hundred  other  New  England  cities  and  towns. 

Many  advertisers  feel  that  their  dealers  are  very  favorably 
impressed  by  seeing  announcements  about  the  goods  they 
handle  in  the  biggest  papers  of  their  state. 

If  an  advertiser's  problem  is  such  that  he  finds  it  expedient 
to  use  small  newspapers  such  as  weekhes  and  semi-weeklies,  he 
can  purchase  space  in  large  fists  of  these  for  a  single  rate  and 
thus  simplify  his  dealings. 

In  a  great  deal  of  newspaper  advertising,  the  name  of  the 
advertiser's  local  dealer  or  representative  appears,  if  the  ad- 
vertiser is  a  national  one.  However,  when  the  product  is 
something  Hke  a  soap  or  a  breakfast  food,  carried  by  hundreds 
of  stores,  the  listing  of  the  dealers  may  be  impracticable. 
Very  frequently,  a  large  newspaper  will  carry  the  names  of  the 
advertiser's   dealers   in   twenty-five   or  perhaps  fifty  towns 


NEWSPAPER  ADVERTISING 


513 


within  the  radius  of  the  circulation  of  the  newspaper.     This 
is  usually  pleasing  to  the  retailer  of  the  smaller  city,  though  as 


THE  UNIVERSAL  CAR 

Reduction  in  Prices  ot  Ford  Products 

Effective  at  once,  Ford  Cars.  Trucks  and  Tractors  will  be  sold  F.  O.  B.  Detroit  at  the  follow- 
ing  prices: 


Totlring  Car,  \vithout  starter,' 

"  "     with 

Runabout,       without  itarter, 
"  with 


with  Pneumatic  Tires, 


Truck, 
Tractor; 


$440.00 
510.00 
395.00 
465.00 
745.00 
795.00 
360.00 
545.00 
790.00 


The  Ford  Motor  Company  makes  this  reduction  in  the  face  of  the  fact  that  they  have  on 
hand  immediate  orders  for  146,065  cars  and  tractors.  The  Company  will  suffer  a  temporary 
loss  while  using  up  the  material  bought  at  higK  prices.  They-arejvilling  to  make  the  sacr 
rifice  in  order  to  bring  business  back  to  a  going  conditFon  as  quic'kly'as  poSsiWe  and  maintain 
the  momentum  of  the  buying  power  of  the  country. 

Henrj'  Ford  «ays:  "The  war  is  over  and  it  is  time  war  prices  w'ere  over.  There  is  no  sense 
or  wisdom  in  trying  to  maintain  an  artificial  standard  of  values.  For  the  best  interests  of  all 
concerned  it  is  time  a  real  practical  effort  "was  made  to  bring  the  business  of  the  countn,; 
and  the  life  of  the  country  down  to  regular  pre-war  standards." 

We  are  at  your  command  with  regular  Ford  efficiency  in  service  and  eagefness  to  fill 
your  orders. 

Hudson  Covnty, 

BJT1^E«.  T.  J_  ■ 


Fig.  1. — This  advertisement  is  not  especially  effective  in  its  arrangement 
but  it  is  a  good  example  of  timeliness  and  it  does  show  the  method  of  repro- 
ducing a  number  of  dealer's  names  and  addresses  appropriately  grouped. 


a  rule  there  is  a  local  paper  having  a  circulation  much  larger 
than  any  newspaper  published  in  a  nearby  larger  city.  Note 
Figure  1. 


33 


514  THE  ADVERTISING  HANDBOOK 

THE  LOCAL  ADVERTISER  AND  THE  NEWSPAPER 

The  foregoing  remarks  apply  largely  to  national  advertisers. 
For  the  local  advertiser,  if  he  is  centrally  located  so  that  he 
can  profit  by  most  of  a  newspaper's  circulation,  the  newspaper 
is  undoubtedly  the  most  generally  useful  of  all  advertising 
mediums. 

A  local  advertiser  such  as  a  department  or  dry-goods  store 
may  possibly  use  all  of  the  newspapers  of  the  community  or  he 
may  make  a  selection  and  concentrate  pubUcity  in  one  or  two 
papers  rather  than  in  a  larger  number.  There  are  few  large 
cities  where  the  use  of  only  one  paper  will  cover  the  field  thor- 
oughly for  such  a  local  advertiser  as  a  large  store,  because  a 
large  store  must,  of  necessity,  have  varied  groups  of  customers. 
But  frequently  a  local  advertiser  concludes  that  two  papers 
will  cover  the  field  well  enough,  and  prefers  to  concentrate  his 
advertising  in  these  rather  than  to  adopt  the  plan  of  spreading 
it  out  thinner  in  additional  papers. 

FREQUENCY  OF  INSERTION 

Perhaps  the  question  that  perplexes  the  newspaper  ad- 
vertiser more  often  than  any  other  is  that  of  whether  he  should 
advertise  daily,  once  a  week,  twice  a  week,  or  three  times  a 
week — whether  it  would  be  better  to  have  one  or  two  large 
advertisements  a  week  or  small  ones  running  daily. 

No  general  answer  can  be  made  to  such  a  question.  There 
are  advertisers  who  can  offer  daily  attractions,  new  styles, 
bargains,  new  prices,  and  the  hke.  These  find  it  expedient 
to  advertise  daily.  There  are  other  advertisers  who  depend 
on  a  general  impression  that  is  increased  by  successive  ad- 
vertisements. Banks,  business  schools,  restaurants  and  the 
like  belong  to  this  class.  No  one  could  safely  say  that  a  restau- 
rant might  not  advertise  daily  and  with  profit,  but  generally 
such  advertisers,  so  far  as  the  newspapers  are  concerned,  feel 
that  two  or  three  insertions  a  week  are  sufiicient  to  keep  them 
before  the  public.  It  is  a  recognized  fact  that  many  advertis- 
ing successes  have  been  scored  through  advertising  in  the 
monthly  magazines  only.  If  it  is  possible  through  advertise- 
ments appearing  once  a  month  to  make  an  impression  that 


NEWSPAPER  ADVERTISING  515 

leads  to  a  successful  business,  it  should  be  possible  for  other 
advertisers  to  do  this  through  weekly  or  semi-weekly  im- 
pressions. It  is  somewhat  difficult,  however,  to  compare 
newspaper  advertising  with  magazine  advertising,  for  the 
reason  that  a  magazine  will  usually  be  kept  and  will  have 
reading  possibilities  for  a  month  or  longer,  while  the  newspaper 
is  out  of  the  running  ordinarily  the  day  after  the  publication. 

NEWSPAPER  RATES 

The  rate  card  reproduced  in  Figure  2  is  typical  of  costs 
in  the  newspaper  field,  though  rates  vary  considerably,  some 
papers  charging  from  twenty-five  to  fifty  per  cent,  higher 
per  thousand  of  circulation  than  others. 

Quantity  Discounts. — In  cases  where  newspapers  give 
quantity  discounts,  the  rate  is  likely  to  be  figured  about  as 
follows — this  being  the  schedule  of  a  newspaper  of  30,000 
circulation. 

Transient 15  cents  a  line 

1000  lines 13  cents  a  line 

2500  lines 12  cents  a  line 

5000  lines 10  cents  a  line 

Some  newspapers  make  a  special  rate  for  advertisements 
that  appear  every  day,  every  other  day,  twice  a  week  or  once 
a  week.  In  dealing  with  such  papers  advertisers  will  often 
nin  a  small  advertisement,  referred  to  usually  as  a  "rate- 
maker"  in  order  to  earn  a  lower  rate  for  large  advertisements. 
Thus,  if  the  lowest  rate  of  the  paper  is  obtainable  by  daily 
insertions,  a  small  advertisement  is  run  daily  and  this  rate  is 
used  for  all  larger  space,  though  the  larger  advertisements 
may  not  appear  oftener  than  once  a  week. 

Growth  of  Flat  Rate. — The  flat  rate,  that  is,  a  rate  which 
remains  the  same  whether  the  advertiser  buys  one  inch  or  a 
thousand,  has  grown  in  popularity  among  the  newspapers. 
The  large  advertiser  is  incHned  to  argue  against  this,  holding 
that  his  purchase  of  many  pages  or  many  thousand  lines  or 
inches  entitles  him  to  a  much  better  rate  than  the  occasional 
advertiser.     However,  the  flat  rate  is  very  favorable  to  the 


516 


THE  ADVERTISING  HANDBOOK 


experimental  advertiser,  and  it  does  away  with  the  vexatious 
question  of  what  to  do  with  the  advertiser  who  contracts  for 
ten  thousand  Hnes  and  uses  only  six  or  seven  thousand.     With 


Indianapolis,  Ind. 

THE  INDIAJJAPOUS  NEWS 


Pabliahed  DaHy 

Weekday      E^renlnK*. 

No  Sunday  I»»oe. 

Rate  Card  No.  2 

ISMUED  MAY   IS,  IBSO 

In  Effect  Jaly  1.  1920. 


1— GBNBRAL   DISPL.AY   ADVERTISING 

A  Line  Affate. 

,  (a)    Flat  rate 9  -M 

<b)    lime  dlMconnta None 

(c)    Space   dlsconnta : ' None 

<d)  Following  and  alon^atde  readlngr.  MS  a 
line  additional.  Alongside  reading,  .03  a  line 
additional.  Special  page,  .02  a  line  nddltlenal. 

a — CLASSIFIED    ADVERTISING 

A  Line  Asate. 
<a)     niaplay  clasBincatlonn. 

Political   and -Propaganda    (Flat)-" 9  .30 

(b)  No  time  or  space  discounts. 

(c)  Claasifled  (nndlaplnyed). 

Solid   agate,  six  average   words   to   the 
line    *  -go. 

3— RBAblNO  NOTICES 

(a)  Preceded  by  pure  reading,  under  a  cutoff 
rule,  set  in  nonpareil  (6  point  type),  a  count 
line     »1.00 


(e)  Minimum  for  full  position  advertise- 
ments, 42  lines,  single  column.  Minimum  depth 
for  single  column  advertisements,  14  agate 
lines;  for  double  column  advertisements,  14 
lines;  triple  column,  35  lines;  four  columns,  75 
lines;  five  columns,  100  lines;  six  columns,  125 
lines;  seven  columns,  140  lines;  eight  columns, 
150  lines. 

(f  >  Contracts  must  be  completed  within  one 
year  from  date  of  order.     Renewals  of  exist- 


A  Line  Agate. 
(d)     Clanslfled  (diaplay). 

Set, in  light  face  type  at  option  of  pub- 
lisher; (no  cuts  or  borders  permitted), 
measured  fourteen  lines  to  the  inch f  .20 

<e)    No  time  or  space  discounts. 

All  .classified    set    single    column 
measure;  no  broken  columns. 

All  classified,  cash  with  order. 


(b)    First  page  readers  not  sold. 
(c>    The.     word     "advertisement" 
printed  at  the  end  of  readers. 


Front 


4— COMMISSION    AND    CASH   DISCOUNT 

<a)    Agency  commission.   15  per  cent. 

(b)    Cash  discount.  2  per  cent,  on  net  amount. 

Commission  allowed  recognized  agencies  only. 


(c)  Cash  discount  date  20th  of  month  fol- 
lowing insertion.  Cash  discount  not  allowed 
on  any  part  of  account  unless  all  items  paid 
as  billed 


5 — MECHANICAL    REaVIRB.VENTS 

(a)  Width  of  column  J2%  ems  pica,  2  1-16 
inches. 

(b)  Depth  of  column,  ^05  agate  lines. 
<c)     Eight  columns  to  a  page. 

(d)  Double  truck  center  spread  space  not 
sold  less  than  two  full  pages,  4,880  agate 
lines.  Extra  charge  for  gutter,  one  full  col- 
umn.    Total  space  billed.   5.185  agate   lines. 


o,lf^    ^""   P^S®   *yP«   space   17    3-16   Ing.   by 
21%   ins. 

all    editions    same    day    not 

(k)     Halftone  screen  required,  65. 

(h)     Can  use  mats. 

(i)     Daily,   16   to  4S  pages. 


G— CIRCULATION 


Date  of  Statement 
April  1,   1920 


7— MISCELLANEOUS 

in)  Advertising  subjf<!t  to  approval.  The 
pu^>llsher  reserves  the  right  to  limit  or  to 
reduce  size  of  advertisements  or  to  omit  copy 
or  change  days  of  insertion  without  notice. 

(b)    Established  1869. 

(r)  Subscription  price,  daily,  3c  a  copy; 
12c  by  the  week;  $6.24  a  year. 


(d)  Other  publications,  none. 

(e)  The  rates  shown  on  this  card  apply  to 
foreign  advertising. 

(f>  The  Indianapolis  News,  Hilton  U.  Brown. 
Gen'l  Mgr.;  Frank  T.  Carroll,  Adv.  Mgr. 

Dan    A.    Carroll,    Tribune    Bldg;,    New    Tork. 

J.  E. -Lutz,  First  National  Bank  Bldg.,  Chi- 
cago. 

(Prepared  in  oonfonnlty  with  "Standard  Bate  Card"    of   American    ABaoclation   of  AdvertUInc    A»«nci«,)_ 

Reverse 
Fig.  2. — Typical    newspaper    rate    carci,    front    and  reverse  side. 


the  flat-rate  program,  the  advertiser  can  use  his  space  at  will, 
as  much  or  as  little  as  he  chooses.  Most  advertisers  prefer 
such  a  working  basis. 


NEWSPAPER  ADVERTISING 


517 


Fig.  3. — Too  much  detail  for  newspaper  advertising. 


Thcre\ 
somef/ung 
about  them 
youlllike- 


Twentv  to 


MF%    Herbert  ^ 

Tareyton 

London  Cigarettes 


Fig.  4. — Simple  effects  such  as  these  here  shown  are  much  more  likely  to 
appear  well  in  newspaper  advertising. 


518  THE  ADVERTISING  HANDBOOK 

GENERAL  COST  OF  NEWSPAPER  SPACE 

Ten  newspapers  with  a  total  circulation  of  1,007,917  charge 
a  total  rate  of  $2.29  per  agate  Hne,  which  is  equivalent  to 
.0029  per  line  per  thousand  of  circulation. 

COPY  REQUIREMENTS  FOR  NEWSPAPER  ADVERTISING 

The  sections  of  the  book  devoted  to  Copy,  Display  and  Illus- 
tration afford  a  guide  to  the  preparation  of  newspaper  copy. 
Advertisements  for  newspapers  must  not  be  complex  or 
contain  illustrations  full  of  fine  detail.  The  Mack  truck 
illustration  here  reproduced,  Figure  3,  appeared  at  the  top 
of  a  2-column  newspaper  advertisement.  The  rough  paper 
caused  the  fine  detail  of  the  cut  to  fill,  and  the  result  is  anything 
but  attractive.  Compare  with  the  Tareyton  example.  Figure 
4,  which  is  a  style  of  illustration  that  always  shows  up  well 
on  newspaper  stock. 


SECTION  20 

TECHNICAL,    PROFESSIONAL,    AND    OCCUPATIONAL 
PUBLICATIONS 

Number  and  Variety  of  Publication. — One  unfamiliar  with 
the  field  of  technical,  professional,  and  occupational  publi- 
cations is  astonished  to  learn  the  large  number  of  publications 
in  this  classification.  For  example,  there  are  104  regular 
publications  for  lawyers,  23  for  dentists,  176  for  surgeons  and 
physicians,  65  for  mechanical  engineers  and  mechanics,  18  for 
electrical  engineers  and  workers,  8  for  undertakers,  and  8  for 
trained  nurses  and  hospitals. 

It  follows  that  many  of  these  publications  must  have  limited 
circulations  and  small  power  for  the  advertiser.  It  is  also 
true  that  the  mortality  among  such  publications  is  high  and 
that  every  year  a  number,  started  through  the  enthusiasm  of 
some  society,  school,  or  other  small  group,  find  the  job  of 
making  a  profitable  publication  too  great  and  give  up  the 
struggle. 

Such  a  directory  as  the  American  Newspaper  Directory, 
published  by  N.  W.  Ayer  &  Son,  of  Philadelphia,  Pa.,  will 
give  an  advertiser  up-to-date  lists  of  any  of  these  groups  in 
which  he  may  be  interested. 

Strength  of  Medium. — The  strength  of  the  technical  or 
professional  paper  lies  in  its  selected  circulation.  If  it  is 
readable  and  circulated  to  enough  readers  to  make  its  adver- 
tising worth  while  to  the  advertiser,  its  advertising  value  is 
much  higher  than  that  of  the  general  publication,  assuming,  of 
course,  that  the  advertiser's  product  is  sold  mainly  to  the  class 
of  people  reached  by  the  medium  in  question.  It  is  often 
worth  a  great  deal  to  an  advertiser  to  be  able  to  reach  me- 
chanics, electricians,  dentists,  architects,  or  some  such  special 
group. 

Consider,  for  example,  the  following  result  from  a  ques- 
tionnaire sent  out  by  a  national  advertiser  to  four  hundred 

519 


520  THE  ADVERTISING  .HANDBOOK 

principal  executives  of  corporations.  The  figures  in  the  right 
column  indicate  the  number  out  of  the  four  hundred  who  in- 
dicated that  they  read  the  listed  publications.  It  should  be 
borne  in  mind  that  the  four  hundred  names  were  not  of  a 
particular  group  of  professional  or  business  men,  but  a  general 
list.  Therefore,  the  showing  made  by  a  number  of  the  class 
magazines  is  very  good.  At  the  time  of  publishing  this  volume 
the  cost  of  a  page  in  the  Saturday  Evening  Post  is  about  fifty 
times  the  cost  of  a  page  in  Industrial  Management,  and  the 
agate  line  rate  is  about  fourteen  times  as  great,  and  yet  in 
this  showing  the  popular  medium  reached  only  five  times  as 
many  executive  readers  as  Industrial  Management. 

Number 
Maoazine  of  Rsadbrs 

Saturday  Evening  Post 81 

Literary  Digest 75 

System 39 

National  Geographic 31 

Factory 31 

World's  Work 23 

Atlantic  Monthly 23 

American 23 

Outlook 22 

Iron  Age 21 

American  Machinist 20 

Industrial  Management 16 

Machinery 13 

Harper's 13 

Cosmopolitan 11 

Scientific  American 10 

Mechanical  Engineering 10 

Textile  World  Journal 10 

Engineering  News-Record 10 

Corner's 9 

Review  of  Reviews 9 

North  American  Review 9 

Century 8 

Life 7 

Nation's  Business 7 

Quality  of  Advertising. — The  advertising  value  of  many 
technical  and  professional  publications  is  impaired  by  a  large 
amount  of  commonplace,  poorly  prepared  and  poorly  printed 


OCCUPA  TIONAL  PUBLIC  A  TIONS  521 

advertising.  Given  a  choice  between  two  mediums,  one 
containing  a  considerable  amount  of  readable  advertising  and 
another  containing  less  advertising,  but  announcements  of 
poorer  interest  value,  the  advertiser  need  have  no  hesitancy 
in  choosing  the  first  medium.  In  other  words,  the  apparent 
disadvantage  of  the  bulk  of  advertising  will  be  overcome  by 
the  interesting  character  of  good  advertising. 

Advertising  in  the  technical  and  professional  press  can 
be  unusually  informing.  Here  the  reader  has  an  interest 
in  the  subjects  of  which  the  publication  treats  far  be- 
yond any  interest  that  readers  of  general  publications  have. 
General  publications  are  certainly  educational  to  a  degree — 
the  degree  depending  on  the  particular  publication — but  their 
purpose  is  also  to  a  large  extent  entertainment.  But  the 
technical  and  professional  publication  deals  with  a  man's 
business,  his  profession,  his  means  of  livelihood.  It  gives  the 
news  from  his  working  field,  the  latest  and  best  methods,  the 
current  thought,  data  as  to  conditions,  personal  notes,  con- 
vention happenings,  meetings  of  his  society  or  organization, 
etc.  He  is  a  negligent  advertiser  who  does  not  take  full  ad- 
vantage of  this  unusual  interest  and  opportunity. 

Copy  Requirements. — The  copy-writer  for  technical,  pro- 
fessional, and  occupational  mediums  must  have  a  regard  for: 

Conservatism 

Technical  accuracy 

Fairness  to  competition 

Completeness 

Detailed  description 

Proper  literature  for  inquirers 

Cooperative  service 

The  reader  of  the  technical  or  professional  publications  is 
likely  to  have  considerable  knowledge  of  many  of  the  subjects 
advertised  in  his  magazine,  or  thinks  he  has.  He  is,  there- 
fore, likely  to  be  critical  of  over-statement  or  unethical  claims. 
Exaggeration,  always  a  dangerous  quality  of  advertising,  may 
be  said  to  be  fatally  dangerous  in  this  field. 

The  technical  reader  is  likely  to  be  impatient  if  the  an- 
nouncement is  lacking  in  some  vital  detail,  and  while  it  should 
not  be  put  down  as  a  principle  that  it  is  always  advisable  in 


0 


522  THE  ADVERTISING  HANDBOOK 

this  class  of  copy  to  give  small  details,  full  information  as 
to  price,  etc.,  the  copy-writer  should  give  such  points  careful 
consideration. 

On  the  other  hand,  the  writer  must  not  take  the  attitude  of 
a  teacher  and  attempt  to  impart  information  on  technical 
topics  that  people  in  the  business  or  profession  would  be  cer- 
tain to  have.    This  would  be  an  assumption  that  might  offend. 

The  technical  reader  will  expect  an  advertiser  to  have  com- 
plete data  for  his  information  if  he  inquires.  He  is  not 
likely  to  bother  seeking  retailers,  branch-offices  or  others  to 
whom  the  advertiser  may  refer  him.  Some  of  the  electrical 
companies  have  lengthy  series  of  technical  bulletins  and 
catalogs  that  are  indispensable  in  answering  inquiries  about 
their  products.  While  these  may  not  appear  especially  read- 
able to  the  lay  reader,  it  is  often  true  that  the  information 
printed  in  a  professional  style  may  appeal  more  strongly  to 
such  readers  as  those  who  see  advertising  in  business  and  pro- 
fessional publications  than  if  printed  in  a  more  popular  or 
glowing  style. 

The  Ethical  Attitude. — Readers  of  technical  and  profes- 
sional publications  are  usually  critical  of  what  they  call 
"advertising  hot  air"  or  ''mere  sales  talk."  They  often  de- 
clare that  they  pay  little  attention  to  advertising,  and  yet  the 
truth  is  that  they  read  much  in  the  way  of  advertising  matter 
that  is  valuable  to  them  without  being  conscious  that  such 
material  is  advertising. 

Such  a  reader  as  an  architect  resents  appeals  that  tell  him 
to  ''Specify  Blank's  doors."  He  may  be  perfectly  willing 
to  learn  anything  about  Blank's  doors  that  is  valuable  informa- 
tion for  him  in  the  practice  of  his  profession,  but  he  does  not 
care  to  have  any  advertiser  or  salesman  insist  that  he  specify 
such  material.  He  will  specify  it  only  if  it  appeals  to  his 
best  judgment  to  do  so.  Getting  him  to  specify,  therefore, 
must  be  done  by  indirect,  tactful  means  rather  than  by  insis- 
tent commands.  The  copy-writer  accustomed  to  the  adver- 
tising of  general  commodities,  where  he  is  writing  such  dis- 
plays as  "Be  Sure  to  Get  Blank's  Soap,"  must  be  on  his 
guard  when  he  enters  the  professional  field. 

The  principles  laid  down  in  the  sections  of  this  book  devoted 


OCCUPATIONAL  PUBLICATIONS  523 

to  copy,  display,  illustration,  etc.,  apply  in  general  to  this 
department  and  all  other  departments  of  the  field  of  adver- 
tising work.  Nevertheless,  some  additional  examples  of 
technical  and  professional  advertising  are  shown  in  this  section, 
with  foot-notes  bringing  out  their  distinguishing  features. 

OPPORTUNITY  FOR  READING-PAGE  ITEMS 

The  words  ''press  agent"  constitute  a  red  flag  so  far  as 
publishers  are  concerned,  and  it  is  perfectly  right  that  pub- 
lishers, in  the  class-periodical  field  as  well  as  in  the  general 
field,  should  frown  on  typical  press-agent  work.  For  the  press- 
agent,  as  he  is  usually  seen,  is  a  writer  of  puffs  or  plain  write- 
ups,  and  no  respectable  publication  today  cares  to  prostitute 
its  editorial  standards  or  insult  its  readers  by  running  either 
"puffs"  or  ''write-ups."  But  especially  in  the  field  of  the 
technical,  professional,  and  occupational  magazines  is  there 
an  opportunity  to  furnish  editors  with  real  news  from  the 
shops,  the  laboratories,  the  sales  departments.  The  machinist 
has  an  unusual  interest  in  all  new  tools  that  are  brought  out 
or  that  are  about  to  be  brought  out.  Information  about 
them  is  as  much  news  to  him  as  financial  notes  and  items  in 
the  newspaper  are  to  the  broker  or  the  investor.  The  lawyer 
is  keenly  interested  in  forthcoming  new  volumes  of  the  law, 
the  automobile  dealer  in  the  new  types  of  cars  that  certain 
manufacturers  are  bringing  out,  their  revised  prices,  etc. 
Where  to  draw  the  line  and  to  say  that  certain  matter  must 
go  in  as  display  advertising  if  it  is  to  be  published  at  all, 
what  calls  for  strict  editorial  attention  and  what  may  go  in  a 
column  or  page  of  "Notes  about  New  Tools"  or  "From  the 
Manufacturers'  Catalogs,"  are  questions  for  each  publica- 
tion to  decide. 

It  is  sufficient  here  to  point  out  that  while  the  advertiser 
in  the  technical,  professional  and  occupational  press  should 
not  attempt  to  secure  free  publication  for  that  which  belongs 
properly  in  display  advertising  pages,  he  should  be  keen  enough 
about  news  values  to  send  to  editors  photographs,  data  and 
items  about  new  productions,  new  uses,  interesting  experi- 
ments, etc.,  that  will  likely  be  of  interest  generally  to  readers 


524  THE  ADVERTISING  HANDBOOK 

of  the  publications.  If  he  does  this  in  a  frank,  ethical  way, 
does  not  insist  on  publication,  does  not  try  to  connect  such 
items  unfairly  with  his  advertising,  he  can  get  much  from 
editors  that  is  of  great  value. 

For  example,  the  Alpha  Portland  Cement  Company,  during 
the  years  when  the  housing  subject  was  strongly  before  every 
populous  community  in  the  United  States,  prepared  four 
sheets  on  permanant,  fireproof  workingmen's  homes  built 
wholly  or  largely  of  concrete.  The  company  also  secured 
impressive  photographs  of  exteriors  and  interiors  of  these 
homes,  group  pictures,  etc.  Though  the  Company  advertised 
this  free  service  literature  generally,  it  was  of  such  interest 
that  half  a  dozen  editors  used  parts  of  the  data  and  a  number 
of  illustrations  in  their  own  articles  about  industrial  housing. 
The  Advertising  Department  of  the  Alpha  Portland  Cement 
Company  did  not  ask  publishers  to  do  this.  It  sent  out  some 
photographs  and  a  summary  of  the  data  and  offered  further 
information  if  the  editors  were  interested. 

Generally,  it  is  better  to  send  such  material  to  editors  in 
the  form  of  a  letter  rather  than  to  write  an  article  and  offer 
it  for  publication.  Let  the  editor  ask  for  a  complete  article 
or  complete  description  if  he  wants  it;  or  if  it  is  offered,  use 
tact. 

John  H.  Patterson,  of  the  National  Cash  Register  Company, 
has  secured  a  wonderful  amount  of  publicity  for  his  enterprise 
by  articles  about  the  N.  C.  R.  boys'  gardens,  the  Company's 
educational  work  among  employes,  the  convention  of  the 
wives  of  the  N.  C.  R.  salesmen,  etc.  Mr.  Patterson  knows 
how  to  make  real  news  for  the  publishers.  Every  advertiser 
ought  to  develop  a  ''nose  for  news"  and  be  careful, then, not 
to  overstep  bounds  and  prejudice  editors  against  him. 

Costs  of  Technical  and  Professional  Publication  Advertising. 
Figures  1  and  2  are  examples  of  rate  cards  used  by  the  tech- 
nical and  professional  press. 

Publishers  in  this  field  usually  try  to  get  orders  authorizing 
them  to  ''repeat  the  last  advertisement  in  case  no  new  copy 
is  furnished,"  or  authority  for  them  to  make  up  new  copy  for 
the  advertiser  in  case  he  neglects  to  furnish  copy  in  time. 
This  is  done  to  protect  themselves  against  negligence  on  the 


OCCUPATIONAL  PUBLICATIONS 


525 


Philadelphia,  Pa. 

Lock  Box  1615 


The  Dental  Cosmos 


Rale  Card  No.  4 

luued  June  1, 19M 

In  effect  Sept.  M.  191* 


1— GENERAL  ADVERTISING 

a.    No  line  or  inch  rate.  b. 


Time  discounts,  (See  c) 


*•               SPACE 

One  Insertion 

Three  specified 

monthly  InserUons 

In  one  year 

Six  specified 

monthly  insertions 

in  one  year 

Twelve 

monthly  inserUon. 

in  one  year 

1  Paee 

$100.00 
60.00 
35.00 
20.00 

$270.00 
162.00 
94.50 
54.00 

$480.00 
288.00 
168.00 
96.00 

$900.00 
540.00 
327.00 

g  Paie 

d. 

positio: 


No    preferred    or    special     e.    One   eiehth   page   smallest 

itions  for  sale.  space  sold  ^r  display  purposes. 

One   eighth    page   cannot   run 


page  width;   must   be   column 

width. 

f.     No  cover  pages  for  sale. 


3— CLASSIFICATIONS 

a.    Dental  Advertisements 

Display  rates 
Dental  School  and  College  Adv. 

Special     discounts    on 

application. 


Classified  Advertisements 
(Undisplayed) 
$2.00  for  50  words  or  less 
$3.00  for  75  word3  or  less 


Fig.  1. 


b.    5  cents  for  each  additional 
word  over  75.    Limit  100  words. 


Npw  Ynrk    M   Y  CHEMICAL  __ 

t^eW    lOrK,  i>l.    I.  c^  wrTAITTIonrAI  RateCardNcl 

ENGINEERING W.X.'h:^ 

I— <a.  b.  c.)    GENERAL  ADVERTISING  (d.)  PREFERRED  POSITIONS 

104  pages  per  year JllOperpago         Back  cover     25%  AdHitional         (e.y  Mjmmum  Advertisement,  A  P»?e 

78^^     r.    ■>..  115^  "  Inside  front  cover.     -. . . 20 %  AddiUonal         (f.)     Cancellations    must    be    received 

M ...  120"  "  Inside  baolc  cover       .     20%  Additional                   30  d«y»  in  advanoe  of  date  of  laaue. 

39 125"  •■  Patte  lacing  first  reading 

32"        ••      "     130"  "  matter  page 25% -Additional 

M"        "      "     132"  "  Page  facing  last  reading 

20"        "      "     135"  "  matter  page     ...         15%  Additional 

16"        "      "     138"  "  Page  facing  one  of  "What. 

13  "        "      "     140 "  "  4    Where     to     Buy"     _  .  ,  „  .       . 

9 .• 145"  "  Index  Pages  ....     ..    10%  Additional 

« 150"  "  .Front  Cover     $350 

,  3  ■'        ''      "     JSS "  "  COLOR  RATES— on  appUoation" 

LesathanS     170"  " 

^-CLASSLFICATIONS  (a.b.)  The  above  rate*  apply  to  aU  UNDISPLAYED  ADVERTISEMENTS 

daasea  of  display  advertising.  <S««  >»  the  utual  "Want    ad  lyU) 

I,  \     s^^hiMk.  tnt„..tK^  iH.  \  K^ri^^  B...-.  POSITIONS  WANTED — 4  cents  a  word,  minimum  oharfe  7« 
(c)     Searchlltht  (Clasalfied  Adv.)  Section  Rate.:  ,^^^  ^„  insertion,  payable  in  adzanct. 

I  in.,  per  year $4  SO  50  in.,  per  year  .  »3  60  POSITIONS  OPEN-*  cents  a  word,  minimum  charge  12.00 

...  ■•"..  '..  .  o«  ,~,  ..••:.'.,  ,  An  an  insertion. 

a 2  10  200 3  20  ALL  OTHER  undisplayed  Want,  For  Sale.  For  Rent  and  Mi»- 

15"      "    "     II!!!'.'.!  3!90  SOO "  S.lO  oellaneous advertisements,  8  cents  a  word,  minimum  charge 

ttAM      •«    M     ■* ^7n         T;nn  •'    *•      *•  ."i  00  $2.00  an  insertion. 

"  "■'"         *'""  .  o.uv  DISCOUNTS— Four  consecutive  insertions  of  undispUyed  ad- 

_     .       .        , ^  ,.       ,   ~  vertisemente  paid  for  in  advance  are  subject  to  10%  disc — * 

Professional  Directory  Rates  on  application.  PROPOSALS— AdvertisemenU  for  bids— 40  cents  perTine. 

3— READING  NOTICE.S— (Not  accepted  ) 

4— COMMISSION    AND    CASH    DISCOUNT—    (a.)    Agency  Commission— None,     (b.)     Cash  Discount— None. 


Fig.  2A. — Front. 


S-^t(ECHANICAL  REQUIREMENTS 

a.  Siie  of  plates:  Width  of  oolumn  3f,  in 

b.  Depth  of  column  10  in. 

c.  Two  columns  to  a  page 

d.  Center  spread  not  sold 

Two  page  spread,  10  in.  deep  x  15J  in.  wide 


•.     Fan,  I 
Hdf  I 


>  apaoe,  7  in.  x  10  in. 
I  p  o^umns)  7  in.  1     .. 
!  (single  column)  3A  in. 
ige  (two  columns)  7  i 


>rtet  page.(single  column)  3}  in.  x  4|  in. 

Jith  page  (two  columns)  7  in.  x  li  in. 

Eighth  page  (single  column)  2\  in.  x  3i  in. 

Sixteenth  page  ft  in.  x  3i  i 


Drawings  and  cuts  charged 


•—CIRCULATION 

•.    Memberof  A.  B.  C. 

b.  Field  comprises  all  industries  where 
Chemical  or  Metallurgical  processes  are 
used  ^  in  plant  operations,  including 
chemical,  carbon,  dyes,  fertilizer,  pulp 
and  paper,  rubber,  soap,  sugar,  eleetro- 
ohemical,  iron,  steel,  copper,  lead,  sine, 
etc.  Subscribers  are  operating  officials. 
,  superintendents,  chemical  engi- 


7— MISCELLANEOUS 

Only  advertisements  of  products, 
equipment  or  other  propositions  which 
!  Held  are  accepted. 

1902 

1  Price,  45.00. 


idateto  t 


Coal  Age 

Electric  Railway  Journal 

Electrical  Merch 


I A  Mining  Journal 


A  consolidation  of  Electro«heniical 
A  Metallurgical  Industry  and  Iron 
A  Steel  Magaiine. 
Publisbera: 

McGraw-Hill  Co.,  Inc.. 
lOth  Ave.  at  36th  St.. 
New  York.  N.  Y. 


(Prepared  I 
ardRateCa 


ifonnhy  wi 
!;ard"  of  Amenoan 
of  Advertising  Agencies) 


Fig.  2B. — Back. 


526 


THE  ADVERTISING  HANDBOOK 


part  of  the  advertiser  after  he  has  purchased  the  space.  Ex- 
perienced advertisers  do  not  give  such  authority  but  look 
after  their  obHgations  in  a  more  orderly  fashion.  Figure  2B 
is  the  reverse  side  of  Figure  2A,  and  indicates  some  of  the 
mechanical  and  general  requirements  of  the  technical  press. 


©rt  fltiesePrac\k:a\)ayBKseTvic^ 
'     sheets?  on  Omcrete  Gntstmctianj 


-^  ^j^r" 


The  above  illustrations  give  an  idea  of  the  practical  luggestions  oflFered 
by  the  AI.PHA  Blueprint  Service  Sheets  and  Special  Bulletins,  which  cover 
the  following  concrete  improvements: 

W.lk->,  ««>r.,^C.II.c  TBUii-Cjun  P^l^rljw.  l^l!^ 

^:.^  bb:   ^r  s:::.«  pr^- 
ibc„.  as    B^  J^r;i^F"■'^ 

Al>HA*PORTui©  CEMENT  COMPANY,  Genewl  Office.:  £«»•■,  P*. 

■RANCH  Omcls.  N.-  Y«*.  B<>.tois  rNiUl.lpW..   Pitt.k»»K  B.Iti«~.. 


Fig.  3. — Good  example  of  the  "service  advertisement."  The  offering 
of  actual  drawings  and  construction  data  appeals  to  architects,  engineers 
and  builders. 


Service  from  Editorial  and  Copy-service  Departments. — 

In  the  technical  and  professional  field,  the  editorial  staff  is 
often  in  a  position  to  serve  the  advertiser  well  by  giving  new 
data,  reflections  of  opinion  from  the  field,  etc.  Many  pub- 
lications invite  consultations  with  the  editorial  staff  by 
prospective  and  old  advertisers. 

A  number  of  technical  publishers  maintain  well  organized 


OCCUPATIONAL  PUBLICATIONS  527 

copy-writing  departments  for  the  benefit  of  their  advertisers. 
The  reason  for  this  is  largely  that  many  advertisers  in  this 
field  use  space  only  in  the. technical  and  business  or  profes- 
sional press,  have  no  advertising  department  or  manager, 
and  do  not  make  use  of  the  advertising  agencies.  In  fact, 
it  is  rather  difficult  for  an  advertising  agency  to  give  such 
clients  service  unless  they  are  willing  to  guarantee  a  yearly 
retainer  large  enough  to  warrant  the  agent  to  spend  consider- 
able time  in  the  study  of  a  special  product.     For  another 


V^.^ 


%^^r^r\ 


Tmt  C-xu,  Piiirt  oo  C««bertu.i  Howl.  OuBi>«l.r.d,  MJ.     fnitrxk  ^ 


"T^HE  sharp,  clean  cut  detail  of  this  ornamentation    oi  a  huiljino  that 

ornamental  terra  cotta  panel  is  will    be    in    perfect    harmony  with 

characteristic  ot  the  mcxielin'^  which  c)ther  constructive  materials  that  it 

architects  can  expect  in  work  execu-  should  receive  the  architect's   first 

ted  at  our  plant.  Terra  cotta  affords  attentiofi  and  incidentally  its  use  will 

so  many  possibilities  for  architectural  affect  a  perceptible  saving  in  cost. 

COKKLIKG-ARMSIRONG  TERR.A  COTTA  CO. 


Fig.  4. — The  classical  illustration  of  this  advertisement  appeals  strongly 
to  architects  and  designers. 

thing,  many  publications  in  these  fields  do  not  recognize  the 
advertising  agencies  to  the  extent  of  granting  a  commission, 
and  this  rather  encourages  direct  dealings  between  advertiser 
and  publisher,  and  gives  the  publisher  opportunity  to  operate 
what  may  be  designated  as  a  copy- writing  agency  of  his  own, 
conducted  as  a  business-getter.  The  writers  of  these  service 
departments  get  their  data  from  the  advertiser  by  correspon- 
dence and  through  consultation  with  their  advertising  and 
editorial  staff,  through  the  representative  of  the  publisher 
who  calls  on  the  advertiser,  and  perhaps,  when  circumstances 
warrant,  through  a  special  trip  by  a  copy-writer  or  service 
man  to  the  advertiser's  office  or  plant. 


528 


THE  ADVERTISING  HANDBOOK 


Some  of  the  advertising  done  by  the  publishers'  service  de- 
partments is  excellent.  The  weaknesses  in  such  a  service  are 
that  there  will  be  a  professional  sameness  to  the  work  turned 


Pointers  on 
Better  Gaging 


Right  and  Wrong  Ways  of  Holding  Snap  Gages 


..     Th.ic 
•ahlv    k'S.> 

fH'ritna-d 

,n.afkr 

.     th<  n 

^ 

^^^        h 

the  i:.Mj 
perhaps 
1  ,  J.    /  .] 

of    grcaftr 

_  .  Johansson       _  -  ,  ,         .,  -» 

C'E- Johansson- Inc    ^^^    Pou^hkeepsie -  N-Y 


Fig.  5. — This  page  gives  actual  instruction  on  gaging  methods. 

out  unless  a  number  of  different  writers  are  employed,  and 
that  the  publisher  will,  naturally,  seek  to  encourage  the  use 
of  large  space  in  his  own  medium  to  the  loss  of  patronage  by 


OCCUPATIONAL  PUBLICATIONS 


529 


It  grinds  three-  and  four-lip  drills,  flat  drilh 

and   chucking    reamers.      The   large   drill 

holder  furnished   with  the  machine  at  a 

alight  additional  c<.i>t,  has  a  «--p'-'i<-;'>-   f  •>• 

drill?  from  1"  to  3V-"  in  diani'-' 

furnished  with  the  Iveular  hi- 

machine  a  ;"■■-'■>"  •■  -  -   !">■■• 

in  diameij 

interchang'  . 

ffir  either  be:i  ur  u^ovr    !;-.,*. 

WET  DRILL  GRINDER 

In  this  machine,  the  water  is  shot  lictwi','n 
the  whet?!  and  the  drill.  The  point  is  com- 
pletely flocided.  Tt'i-  the  thin  cutting  edge  in 
contact  with  the  grinding  wheel  that  nee<I> 
the  water,  not  the  body  of  the  drill.     Al- 

thon'j "  ■'  *':f>  '^v.-et  grinder"  *' ■■  -  ■■ 

chin-  t'd  for  either 

gri:  the  advant;;,^ 

ha.se  «f  a  gnnoer,  you 
. n  vou  do  buy,  i  f  %  ou 


LA  SALLE  TOOL  COMPANY 


lA  SALLE 

"AMERICAN" 
Drill  Grinders 

For  Discriminating  Buyers 


When  yon  mter  a  .shop  ee|uip()ed  with  the 
La  Salle  "American"  Drill  Grinder,  you 
know  at  once  that  the  owner  if.  a  divscrimi- 
nating  buyer.  He  exaet.s  the  maximum  in 
drilling  eflicie!'  -ts  it  when  he 

grinds  drills  ■<-  '  ■.  He. 

Among  the  ".Amer;.-;;n"  tVatures  are:  Ad- 
justable Iwarings;  Safety  Wheel  Chuck; 
improved  drill  holder  and  lip  re.st:  Safety 
.Stop  for  drill  holder  and  adju.'slment  for 
wear  in  all  direction.-;. 


Fig.  6. — Advertisements  of  this  type  tell  just  what  the  machinery  will  do, 
and  the  grinders  are  attractively  shown. 


34 


530 


THE  ADVERTISING  HANDBOOK 


p : >-_ : ^ ^ ^  1 

E 

■ 

^1^1 

1 

Put  Our  Roof  Over 
1         Your  Toolroom 

lA'l   U3  shouiUjT  the  r<-!<jK.nt(ibi!itj-  for 
;m    ,.r..l^t,,ii  ■•i  vnur  DJES,  TOOLS, 

Hi  GAGES.   Make       " 
■.our  tool  depart- 
v^ith   this   part   of 
'ur  roof  ovcfyour  die, 

B^^SS 

p.ision.    Wo  are  e<3ual  to 
fiiands.     Equipment  right 

'.•     Al!.:  ,,!,!■  •,vork^--wr;5;. 

I^K^^p                                           -  '  he  rough- 
^H                                                          sections — 
^                                                             '--I   thei;e 

.Drop  »s  a  line  for  particulars 
of  "Columbag"  Service. 

THE  COLUMBUS  DIE,  TOOL  &  MACHINE  CO. 

COLUMBUS                                                                        OHIO,  U.  S.  A. 

Fig.  7. — Here  the  figure  of  an  operator  has  been  introduced  to  advantage, 
but  the  smaller  objects  have  been  wisely  thrust  out  into  the  foreground. 
Putting  the  white  line  around  the  top  pile  is  decidedly  helpful. 


OCCUPATIONAL  PUBLICATIONS 


531 


THEY  RIDE  BOTH  WAYS 
ON  A-F  CONVEYORS 


Shop  transportation  after  all,  is 
the  determmitig  element  in  main- 
taining production  schedule  and 
insuring  maximum  output.  That 
then  is  the  reason  why  so  many 
manufacturers  are  giving  more  and 
more,  attention  to  transportation 
facililie*  and  that's  why  you'll  find 
A-F  Systems  of  conve)'iDg  in  so 
many  f^ants. 

The  installation  here  pictured  is  tjpical 
of  A-F  eiSiciency.  The  Apton  con- 
vey^'  carries  the  empty  boxes  from  the 
rtorage  room  up  to  the  Parking  Room. 

Wbeo  fiiltd  wilh  cofie*  thry  return  4>y  the 
spiral  chute  aad  are  ready  for  jti^nnen!.  Nor 
s  angle  man  n  required,  not  a  motion  is 
waited — and  the  loui  coM  of  mstaBation,  up- 
keep and  operation  ti  but  a  fraction  o(  die 
truck  and  elevator  way. 
A-F  ConveytKs  are  not  only  more  ecooorrjcal 
but  they're  more  Convenient  and  more  de- 
pendable. ITiey  utilize  the  waste  room — 
they  go  evetywbere — they're  always  on  the 
job  and  they  require  ainxM*  no  attention. 
ProdiKts  of  every  descr^ioo  nde  them  far 
they  are  adaptable  to  e^'ery  tveed. 

be  unpe<rv^ 


W.it 


ALVEY-FERGUSON   CO.,  Inc. 

Cincinnati  Ob  to 


m 


TW  A 


Fig.  8. — The  conveyor  is  shown  impressively.  The  designer  has  wisely 
omitted  the  unnecessary  background  and  details,  thus  centering  attention 
on  the  efficiency  of  a  2-way  conveyor. 


532  THE  ADVERTISING  HANDBOOK 

other  publishers.  Nevertheless,  service-department  work  has 
increased  the  efficiency  of  a  great  deal  of  technical  advertis- 
ing, and  many  advertisers  have  gone  from  this  to  the  further 
step  of  having  a  capable  advertising  manager  in  their  own  em- 
ploy or  to  making  use  of  a  well  equipped  advertising  agency. 
Technical  publications  are  often  in  a  position,  through  their 
traveling  men  or  their  own  photographer,  to  get  photographs 
and  data  of  apparatus,  tests,  plant-scenes,  etc.,  that  are  more 
difficult  for  the  advertiser  to  secure  by  his  direct  efforts. 

EXAMPLES  OF  TECHNICAL,  PROFESSIONAL,  AND 
OCCUPATIONAL  ADVERTISING 

With  so  wide  a  range  as  exists  in  publications  covering  the 
technical,  professional,  and  occupational  field,  so  few  examples 
of  advertisements  can  be  shown  that  the  reader  of  this  volume 
is  advised,  if  he  is  particularly  interested  in  this  department  of 
advertising,  to  secure  specimen  copies  of  the  leading  journals 
covering  the  field  of  special  interest.  These  copies  will  likely 
show  examples  of  the  so-called  ''old  school"  of  advertising — 
advertising  that  merely  shows  the  advertiser's  factory  or  a 
poorly-designed  trade-mark,  some  general  statements,  the 
offer  of  a  catalog  or  a  booklet,  and  the  advertiser's  signature. 
But  there  has  been  a  remarkable  advance  in  the  quality  of 
this  class  of  advertising.  The  advertising  pages  of  the  leading 
technical  journals  are  now  distinctly  educational,  and  com- 
mand the  attention  and  respect  of  readers  to  a  high  degree. 
Here,  as  in  the  field  of  general  advertising,  there  is  ample 
opportunity  for  the  creating  of  a  distinctive  style  of  com- 
position, typography  or  illustration. 


SECTION  21 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING 


A  Real  Genuine 


Victbr  Victrola 


Only 
$1.00 
Down 


What  it  is. — ''Mail-order  advertising"  is  a  broad  and  some- 
times a  misleading  term.  Because  considerable  of  mail-order 
advertising  emanates  from  retail  establishments  doing  an 
immense  business  through  the  circulation  of  large  catalogs  and 
who  feature  certain  specialties  after  the  manner  of  the  dry- 
goods  and  department  stores,  one's 
first  thought  of  mail-order  adver- 
tising is  the  work  of  these  so-called 
"catalog  houses." 

Yet  such  concerns  as  Tiffany  & 
Co.,  of  New  York,  advertise  that 
mail  orders  from  out-of-town 
patrons  are  invited,  and  a  dis- 
tinctive form  of  catalog  is  used. 
Some  of  the  most  conservative 
business  and  technical  publications 
contain  many  advertisements  of 
equipment,  books,  and  all  kinds  of 
supplies  sold  direct  from  manu- 
facturer to  consumer  by  means 
of  orders  sent  by  mail.  Cigars, 
poultry,  pure-bred  cattle,  ponies, 
machinery,  farm  produce,  etc.,  are 
sold  partly  or  wholly  by  mail-order 
methods. 

Therefore,  it  is  a  difficult  matter 
to  classify  any  particular  group  of 
mediums  as  ''mail-order  mediums, 
order  medium  if  it  can  be  used  for  the  securing  of  orders  by 
mail  by  an  advertiser,  as  has  been  done  in  many  cases.  The 
highest  class  of  magazines  are  good  mail-order  mediums  for 
certain  types  of  merchandise. 

533 


Nearly  Five  Months  to  Pay! 


one  ant)  plenty  of  records,  too.  Every  mrmber  of 
the  family  enjoys  good  music.  It  helps  keep  the 
boys  and  girls  at  borne.  It  completely  satisfies  their 
desire  for  good,  wholesome  home  entertainment. 
Makes  ton?,  dull  evaninga  full  of  joy.  Young  peo- 
ple entertain  friends. 
Plays  every  record  $300.00  and  1400 


)  machines  wiU 


:ion  t>ox.  Vic- 
tor'tapering  tone  arm  and  "goose-Deck"  sound  box 
tube,  braka'and  sceed  reg^ilator.  Newly  designed, 
patented  and  ^improved  erng-le  spring  apiral  drive 
motor  (can  be  wound  while  playing).  Improved 
floatinflf  ^doa  horn  and  horn  elbow. 

Send  for  H  now.  .Wind  it.up  and  play  5t  to  your 
heartVcontent..  Sit  down  in  your  easy  chair  ' 


I  home  and  haten  i 


the  sacred  and  wonderful 


JourseK  ai>d  fom-  friends.  See  for  yourself  that  it 
■  a  guaranteed  Victor  Victrola.  Then  if  you  aren't 
satisfied,  simply  box  up  tha  machine,  and  records 
and  return  at  our  expense.  When  we  receive  the 
lacliine  we  will  returned  your  dollar  and  no  ques- 


I  asked. 


Special  CHari  But  If  >>T>a  want  to  kMp  It  and  Mr  at  ona 

tme.  sf  nd  us  a  balanc«  or_S32  bS  mnd   th«  machine  and  re- 

J?nd  ^y'tii 
■urn  of  t«  60 


t™  iJo'days  aixfthni'the  amalf 
nUi  for  four  monlhs.  CooM  anythiae 
r?    SiiuDlo,  easy  inexpcoaivel 


THE  CLIFTON  FURNITURE  &  MFG.   CO. 

9811  Madison  Ave,, 
aevel&na,  Ohio 

Established  1903 


Fig.   1. — Space  closely  used. 


A  newspaper  is  a  mail- 


534 


THE  ADVERTISING  HANDBOOK 


Not  a  penny  now  and  you  get  thla 
atartlingr  barKain.   Sendc— 
pon— no  money 


The  mediums  generally  referred  to  as  mail-order  mediums 
are  popular-priced  publications,  some  of  which  are  largely 
fiction  and  others  of  which  are  of  the  semi-farm-paper  type, 

having  large  circulations  in  farm 

nnilt  ^flnil  ADDIIIIV      ^^mes  and  small  towns,  and  which 
UOIIlirClimirCIIIII    .  therefore   reach  a  large   group  of 

readers  who  do  not  live  close 
enough  to  the  large-city  stores  to 
buy  most  of  their  merchandise 
through  personal  shopping.  The 
Clifton  and  Leonard-Morton  ad- 
vertisemetits.  Figures  1  and  2,  are 
good  examples  of  a  great  many 
mail-order  appeals  to  this  group. 
It  is  quite  natural  that  such  readers 
will  do  more  ordering  by  mail  than 
a  consumer  who  is  within  easy 
reach  of  a  large  variety  of  stores 
and  shops,  and  who  can  therefore 
go  and  see  the  merchandise  in 
which  he  is  interested  before  mak- 
ing a  purchase. 

Illusions  about  Mail-Order  Ad- 
vertising.— To  many  people  enter- 
ing the  business  world,  mail-order 
business  appears  very  attractive. 
They  have  heard  how  long  a  time 
is  required  to  make  an  article 
popular  through  the  usual  whole- 
sale and  retail  channels.  They 
know  that  an  immense  amount  of 
work  is  required  to  get  an  article 
on  sale  in  even  one-fourth  of  the 
retail  stores  of  the  country  that 
handle  goods  of  the  class  of  the 
article  in  question.  To  interest 
the  reader  by  direct  advertising,  to  send  him  a  catalog  or  a 
booklet,  take  his  order  by  mail  and  ship  the  goods  by  mail, 
express  or  freight,  seems  very  attractive.      It  seems  to  mean 


— buUtforall 
OOtdoor  wnrk- 
•rs  In  cities  and 
nHrms.Blucher 
_     on  army  toe. 
Specially  tanned  to  re- 
t  ftcid  in  manure,  tn'.ik,' 
^_^___  _trons,  durable  leather 

•olei  railed  and  sHtehed.  Heels  that  won't  come  off. 
Do"ble  grain  leather  insole3.   Guaranteed  counter!. 
■  dingtongues.CopMrnvetcdBcamj 
J  6  ^  12.    Wide  widths.    Barcain 
Special  putchaso  that  brought  these 
ji  to  U9  at  an  unequalled   wholesale 
bargain  price  'eta  ub  make  this  great 
offer.    And  here  Is  something  mora 
■     !  Drcsa  Shoe  value. 


Sensational  va I oe.    Only 
■      pay    for   thu 


heels.  New  Broad- 
.  last.  Sites  6  to  12. 
ide  widths.  We  defy 
competition  on  this 


laa 
HI 


Shoes  at  14.84  yoti  ' 
■et  the  Work  Shoes 
put  in  at  $2;46-tota 
onlySTtl-bothpalr 
for  ona  prf  €•— a  rccc 
nuasbiag  bargain. 

Send  Coupon 

onejf  now.  Jast  send" 
eoopoD.  Pay  the  bargain  pnei 
17.29,  aDdpostagewben  both  p 
arriva.    Then  i? not  eatisfled.  rctom 


We  positively  do  not  sell  either 
pair  separately.  __  __ 

lEONARiTMORTOII  &  CO.  DepL  7652  Chicago 

SiffdllT.  Ill  «!i  not  ..tl.d.d.  will  ..nd  hoth  patts  b«k  ud 
roa  will  r.{and  my  money.    Ortf«r  No.  Ml»96, 

Bli«.  Work  Shoes Siie,  Dress  Shoes 


Fig.  2. 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING         535 

lessened  expense,  better  control  of  the  market,  more  liberty  to 
develop  business,  small  organization,  low  rent,  etc.  And  the 
mail-order  business  may  mean  all  this  if  the  conditions  are 
favorable.  But  in  establishing  a  new  business,  it  is  always 
a  question  to  be  seriously  considered  whether  one  should 
try  to  market  direct,  or  whether,  in  the  long  run,  both  the 
producer  and  the  consumer  will  be  served  better  by  having 
the  article  go  out  through  regular  trade  channels. 

The  influence  of  the  retailer  on  his  patrons  is  a  tremendous 
factor.  Furthermore,  customers  are  in  the  habit  of  buying 
certain  supplies  at  certain  types  of  stores.  They  go  to  these 
stores  regularly  and  without  having  to  be  impelled  by  special 
advertising.  Why  should  the  housekeeper  buy  her  soap,  her 
canned  goods,  her  kitchen  ware,  her  furniture,  from  a  concern 
offering  to  sell  by  mail  when  she  can  go  conveniently  to  a 
retail  merchant  in  whom  she  has  confidence  and  from  whom  she 
buys  regularly?  And  yet  she  may  buy  by  mail  if  thereby  she 
gets  some  distinctive  article  or  unusual  service. 

Growth  from  Mail-Order  Beginning. — Some  advertisers 
have  adopted  the  mail-order  plan  merely  to  get  a  start  on  a 
new  product,  to  build  up  a  small  group  of  customers  who  will 
later  make  their  purchases  through  retail  channels.  If  this 
is  the  advertiser's  intention,  he  should  be  careful  to  make 
this  plan  clear  to  retailers  from  the  outset,  so  that  he  will  not 
create  against  himself  the  natural  prejudice  that  the  retailer 
has  against  the  mail-order  advertiser.  Other  advertisers  sell 
through  retail  stores  where  they  can  possibly  do  so,  but  sell 
by  mail  in  territory  where  they  are  unable  to  serve  customers 
conveniently  through  retail  stores. 

Still  other  advertisers  have  products  that  cannot  be  sold 
generally  through  retail  stores  to  advantage.  Such  an 
article  may  be  a  typewriter,  for  example.  In  this  case,  the 
advertiser  may  have  local  representatives  throughout  the 
most  populous  parts  of  the  country,  who,  in  a  way,  act  as 
retail  distributors  and  to  whom  inquiries  are  referred.  Where 
an  inquiry  comes  from  a  point  that  cannot  be  covered  easily 
by  the  advertiser's  local  representative,  the  sale  may  be  made 
by  mail. 

Many  mail-order  concerns  have  large  groups  of  represen- 


536  THE  ADVERTISING  HANDBOOK 

tatives  or  agents,  and  considerable  of  their  work  may  be  the 
training  and  spurring  of  these  representatives. 

What  an  advertiser's  proper  trade  channel  or  method  of 
selling  should  be  cannot,  of  course,  be  settled  in  these  pages. 
He  must  select  his  course  carefully  after  considering  all  the 
conditions  that  bear  on  his  case. 

PHASES  OF  MAIL-ORDER  MERCHANDISING 

Assuming  that  an  advertiser  has  decided  to  sell  by  mail,  he 
must  decide  the  following  questions: 

1.  Must  I  attempt  to  make  a  sale  through  my  original  advertising, 
or  must  this  merely  develop  the  interest  of  the  reader  and  induce  an 
inquiry,  leaving  the  sale  to  be  made  by  letter  and  catalog  or  booklet? 

2.  Must  I  sell  for  cash,  on  time,  or  offer  to  send  goods  on  approval, 
subject  to  examination  and  return? 

3.  Shall  I  attempt  to  secure  and  train  local  representatives  or  agents 
or  deal  direct  with  the  inquirer? 

4.  Can  I  get  my  names  of  prospective  customers  best  through  adver- 
tising in  periodicals  or  shall  I  use  carefully  compiled  maiUng-lists? 

5.  How  far  can  I  develop  new  business  through  old  customers? 

6.  How  much  of  a  follow-up  method  should  I  have  and  of  what  should 
it  consist? 

7.  Must  I  use  high-class  literature  and  letters  sent  under  2-cent  post- 
age, or  will  inexpensive  literature  and  1-cent  postage  do  the  work  more 
efficiently? 

8.  How  can  I  make  it  easy  for  the  customer  to  order  through  the  use 
of  coin-cards,  order  blanks,  mailing  cards,  etc.? 

9.  How  shall  I  key  my  advertising  and  keep  my  records  so  as  to  be 
informed  continually  as  to  costs  and  results  and  be  in  a  position  to  dis- 
continue unprofitable  methods  and  mediums  speedily? 

10.  How  can  I  best  meet  the  competition  of  retail  stores  and  other 
mail-order  advertisers? 

11.  From  what  locality  will  a  mail-order  advertiser  of  my  class  have 
the  best  chance? 

12.  Shall  I  use  premiums,  prizes,  contests,  etc.,  in  my  dealings  with 
representatives  and  customers? 

NOTES   ON   PHASES   OF   MAIL-ORDER   MERCHANDISING 

Sale  or  Inquiry. — Whether  the  original  advertisement  should 
be  written  to  make  a  complete  sale  or  to  merely  induce  an 
inquiry  depends  on  the  character  of  the  article  and  the  price. 
It  is  difficult  to  induce  people  to  order  outright  an  article 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING 


537 


costing  more  than  a  dollar  or  two,  unless  it  is  sent  subject  to 
examination.  Advertisers  meet  this  problem  by  making 
such  coupon  forms  as  those  shown  in  Figures  3  and  4  a  part 
of  their  advertisements. 

Generally  speaking,  the  high-priced  articles  must  be  fea- 
tured in  such  a  way  as  to  draw  an  inquiry,  leaving  the  sale 
to  be  made  by  letters  and  printed  matter. 


Order  Blank 

SlAtS.  iOMOCK  AND  00,  CHICAGO.  Dif* 


&v^vi\x&?A"^' 


i».y^  fcert.*                                 L'JT  '*-.i^=?- 

i<,MMi.^«««»                                    Er.'-'^.'iL??:!'  — 

2s--i."5wy:!f.  tJsswr«r 

,«-*,,-.— TO  «^«.               «»n««c», 

""" 

" 

•kUM-A 

a  Price,    $30.00 

Ptnat  I2.IO  •  »««a. 


D  Price,    $55.00 


n  Price,    $55.00 


D  Price,    $80.00 

rwmml.  t4.00  »  laonlK. 

a  Price,  $115.00 


n  Price.  $115.00 


n  Price,  $115.00 


D  Price,  $1J5.00 

P«Jl»«iil.  W.OO  «  omlh 
UoJ^  H  W.I.I.I. 

n  Price,  $135.00 


D  Price,  $1S5.00 


n'prte.Vres.oo 

Punut.  <«.00  •  woU. 


n  Price,  $200.00 


n*Pri«,^»».o» 


D  Price,  $215.00 

rwnail.  I7.B»  •  anck. 


n  Price.  $225.00 
rwnm.  I7.S0  •  imUL 


P  Price,  yaSM 
D^"ceJ^^ 


W«  Mp  SILVERTONE 


4o  all  imtU  of  lla«  UnlteJ  SuiM.     Wa  i»  not  aceapt  srdan  from  foralfa  comlrlaa. 


Fig.  3. 


Approval  Shipments. — Those  who  sell  on  approval,  unless 
their  mailing  lists  are  of  such  a  character  that  they  can  be 
fairly  sure  of  the  responsibility  of  their  inquirers,  require 
some  information  as  to  the  position  of  the  inquirer,  time  he 
has  lived  in  the  community,  etc.  Sears,  Roebuck  &  Co.,  for 
example,  require  from  customers  the  information  indicated 
by  Figure  3  before  sending  out  their  phonograph  on  approval. 
This  is  made  a  part  of  the  Sears-Roebuck  newspaper  adver- 
tisements. 

The  approval  plan  goes  a  long  way  toward  satisfying  those 
customers  who  are  reluctant  to  part  with  their  money  until 
they  see  just  what  they  are  going  to  secure  for  it. 

Club  Plan  of  Selling. — The  Larkin  Company,  of  Buffalo, 
N.   Y.,   increased   its   sales   enormously  when   its   managers 


638 


THE  ADVERTISING  HANDBOOK 


It's  thirty-three  years,  come  next 
September,  smce  1  began  supplying 
the  choicest  of  Gloucester's  famous 
mackerel  direct  to  the  homes  of  fami- 
lies throughout  the  country. 

Our  Own  Home  Kind 

People  here  in  Gloucester,  the  leading  fish' 
port  of  America,  laughed  at  me  when  I  be- 
gan to  sell  mackerel  by  mail.  They  didn't 
realize  how  hard  it  is  for  other  people  to  get 
good  fish.  But  I  did.  So  I  decided  to 
make  it  easy  for  everybody,  everywhere, 
to  have  full-flavored,  wholesome  fish,  the 
kind  we  pick  for  our  own  eating  here  at 
Gloucester.  65,000  families 
are  buying  from   ua   today. 

Fishmen  for  Gen- 
erations 

You  see,  I  know  fish.  My 
folks,  'way  back,  have  al- 
ways been  fishmen.  They 
helped  found  Gloucester  in 
1623.  My  boyhood  days 
were  spent  aboard  fishing 
boats.  Catching  fish,  know- 
ing the  choicest  and  picking 
'em  out,  cleaning  and  curing 
them  the  right  way,  has  been  my  life's  job. 

Thirty  Years'  Development 

Today  our  business  is  housed  in  a  modem, 
four-story,  concrete  building,  with  20,000 
square  feet  of  floor  space;  fitted  with  the 
most  improved  and  sanitary  equipment 
for  cleaning  and  packing  fish.  Standing 
at  the  water's  edge,  the  fishermen's  catches 
are  brought  right  into  the  buikling.  They  go 
to  your  table  with  "the  Ung  of  the  sea"  in 


Sudia  Co«x/ BfetHartl 

A  fat,  tender,  juicy  Davis' 
Mackerel  broiled  to  a  aii- 
cling  brown;  some  butter, 
a  sprinkling  of  pepper,  a 
touch  of  lemon,  il  you  wish 
^bow  good  it  smells,  how 

tic"  ,  _ 

how  it  satisfies! — the  fa- 
vorite breakfast  dish  of 
thousands. 


Fall  Mackerel,  Fat  and  Tender 

Most  of  the  fish  your  dealer  can  buy  are 
Spring  fish,  thin,  dry,  and  tasteless.  What 
I've  selected  for  you  are  FaH  fish,  juicy  and 
fat  with  the  true  salty-sea  mackerel  flavor. 
We  clean  and  wash  them  before  weighing. 
You  pay  only  for  net  weight.  No  headt  and 
no  tatl:  Just  the  white,  thick,  meaty  por- 
tions— the  parts  that  make  the  most  deli- 
cious meal  imaginable.  You  probably  have 
never  tasted  salt  mackerel  as  good  as  mine. 

Send  No  Cash- 
Try  the  Mackerel  First 

I  want  you  to  know  before  you  pay  that 
my  fish  will  please  you.  If 
there  is  any  possibility  of  a 
risk,  I  want  it  to  be  at  my 
expense.  Just  mail  the  cou- 
pon today,  and  I'll  ship  at 
once  a  pail  of  my  mackerel 
containing  10  fish,  each  fish 
sufficient  for  3  or  4  people, 
all  charget  prepaid,  so  that 
your  family  can  have  a  real 
Gloucester  treat  Sunday 


Then — if  my  mackerel  are  not 
better  than  any  you  have 
ever  tasted,  send  back  the 


rest  at  my  expense. 

If   you   are   pleased    with 

sure  you  will  be — send  me  »3.90,  and  at  the 

•ame    time    ask    for    "Descriptive    List    of 

Davis'    Fish,"   ^kl   only   direct,    never    to 


Meat,  flour,  potatoes,  «r«v 
thino  has  gone  'way  up  in  price.  In  com- 
parison, Davis'  mackerel  is  low.  An  econom- 
ical  food — so  good  to  eat,  so  nutritious!  / 
The  "Sea  Food  Cook  Book"  that  / 
goes  with  the  fish  will  tell  you  just  y 
how  to  prepare  them.  y     c    _L  c 

MaU    the    coupon     now     with      y     rl^r 
your    business    card,     lettet«-       .'      Dins  Co.. 
head  or  referenoe. 


/   3M  Cabal  HWf. 
J  anmia.  Mm. 


Fig.  4. — A  very  effective  use  of  space  by  a  well  known,  high-grade  mail-order 

advertiser. 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING         539 

worked  out  their  plan  of  having  customers  form  clubs  and 
place  a  club  or  combination  order  which  they  divide  up  among 
themselves.  In  reality  the  club  members  become  local  sales- 
men for  the  Larkin  Company.  Such  a  plan  is  likely  to  increase 
sales  for  many  advertisers,  though  it  would  be  obviously  im- 
practicable for  others.  Here,  again,  the  plan  depends  on  the 
exact  character  of  the  article. 

Mailing  List  Work. — In  some  lines,  the  most  effective  type 
of  advertising  is  done  through  the  use  of  mailing  lists.  One 
having  something  to  sell  to  business  schools,  lawyers,  minis- 
ters, civil  engineers,  etc.,  can  easily  obtain  reliable  mailing 
lists.  On  the  other  hand,  such  an  advertiser  may  also  find  it 
well  worth  while  to  use  other  methods  of  reaching  his  group. 
Rarely  does  an  advertiser  find  that  he  can  do  all  of  his  busi- 
ness successfully  through  one  avenue  or  medium. 

New  Business  Through  Customers. — The  development  of 
business  through  customers  is  full  of  possibilities.  Often 
premiums,  commissions,  etc.,  can  be  used  to  advantage. 

Follow-up. — The  length  of  follow-up  should  depend  on  care- 
ful experimental  work.  The  advertiser  should  use  his  best 
judgment  at  the  outset  and  then  modify  his  original  plans 
according  to  experience. 

Kind  of  Postage. — There  can  be  no  general  answer  to  the 
question  of  whether  2-cent  letters  are  more  effective  than  1- 
cent  mail.  Despite  all  the  argument  for  high  class  printing 
and  2-cent  postage,  many  advertisers  of  good  standing  have 
secured  good  results  with  inexpensive  literature  and  the  use 
of  1-cent  postage.  Yet  it  is  obvious  that  many  proposals 
call  for  higher-class  treatment.  The  only  safe  advice  is  to  do 
some  careful  experimenting  and  abide  by  the  result. 

Advantage  of  Locality. — ^Locality  may  play  an  important 
part  in  the  success  of  a  mail-order  campaign.  Detroit  has 
considerable  prestige  for  anything  of  an  automobile-accessory 
nature.  New  York  stands  for  style,  Virginia  for  fine  hams, 
parts  of  the  West  for  Indian  blankets,  etc.  This  is  not  equiv- 
alent to  saying  that  a  certain  section  of  the  country  is  the 
only  locality  from  which  an  advertiser  of  a  given  class  may  do 
a  successful  business,  but  wherever  possible  the  locality 
should  be  favorable  to  a  good  impression. 


540  THE  ADVERTISING  HANDBOOK 

Office  Records. — The  section  of  this  book  devoted  to  adver- 
tising office  and  record  systems  will  give  much  that  is  valuable 
in  establishing  a  mail-order  program.  It  is  exceedingly  im- 
portant to  check  returns  carefully. 


,    Frank  E.Davis  Company 

^  Salt  Mackerel 

Codfish.  Fresh  Lobster.  Etc. 

Ma  11.  Onoew    Oeai.e.<5s 

Gloucester.Mass. 


liiiilHil 


.  Fig.  5. — One  of  the  general  responses  that  the  Frank  E.  Davis  company 
uses.  This  is  sent  out  as  a  printed  letter  with  merely  the  name  and  addresa 
of  the  inquirer  filled  in  on  the  typewriter. 

Prizes  for  Agents  or  Salesmen. — While  the  commission 
form  of  payment  is  the  one  most  generally  used  in  compen- 
sating agents  or  representatives,  prizes  or  premiums  are  often 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING         541 


used.  For  example,  a  premium  that  may  be  purchased  in 
quantities  for  a  dollar  each  may  seem  equivalent  to  a  four  or 
five  dollar  reward.     Where  young  boys  and  girls  are  used  as 


ORDER  BLANK 


FRANK  E.  DAVIS  CO. 

Gloucester,  Mass. 


Prices  in  effect 
Sept.  15 -Oct.  15,1920 


Remittance  thould  accompany  order.     We  prepay  delivery  charge*,  guarantee  aafe  arrnral 

and  will  refund  your  money  for  anything  not  latisfactory. 

PluM  Mke  shipmenl  ol  gwdi  litltd  below  b : 

nmuTMs- 

■IIPIIBCICI 

_ 

liiU  Oa  MT  TOTE  n  TW 

SMCE. 

luwM 

M  1  ttnuii 

IM  Utm% 

Miwma 

»imiurM 

CMri,                                                 SM. 

N  Mil  1.  Ml  )«r  m  MM  M  ■«  iWw.  ■  1.  Sf«  IM. 

MIW  TO  SEIO  WIIH 

WRTEKUSEt 

IHMT 

famM 

Wtt  »■  wter  ta<  amri  rt- 
,0H*tMtmatcliilpttim. 

n  IH  tisd  UM,  top  icenly 
aM  ngMcr  n  n  HI  Mt  It  rt- 
ipmllile  far  otk  1)  Ml  nfistcrtl 

DnflirekNk 
P,0.lbiiiTOnl« 

PmHUnnw 

r.Liu 

Eipreo  Ibnei  (Mer 



CH, 

Slite 

OtNtttMuntliiiiMMir 
lattaaps. 
MKiit  la  nrrtd  imc(  tie 

Potlage  SiMpi 
Bills  »  »htr 

lute  the  annt  Mat  we  hire  lo  it? 

HMMtSeit. 

Tom 

•fj*       SAIT  MACHBia.        10  llx        15  lb.  20  lb     50  lb. 

■»- 

cts. 

.....c-,                      *—'  '"'rX:' 

up 

■$ 

cts. 

fliM                                                       P.il                p."          C.U           ki( 

■a.l>4                                                                            mam 

Small  Madterel           $4  90        $7  10    $9  25  $22  50 

4  15 

, Med.  Mackerel             5  90         8  30    10  60    26  50 

French  Sandwich  Paste 

.    35 

4  IS 

Urge  Mackerel             6  15         8  60    11  00    27  25 

.     .     Halibut,  Fresh.  No  1  can       . 

60 

7  10 

Extra  UrgeMackerel  6  35         9  10    11  75    29  50 

.      ..Herring,  Fresh,  No  1  can     . 

.    30 

3  50 

Salt  Herring                 285          385      490    117S 

4  20 

...    Salt  Salmon                3  75         5  30      7  35 

.   ..   .Herring,  Kippered,  large 

.    30 
.    42 

350 
5  00 

Herring.  Soused.    .       .        . 

.    28 

3  25 

......Salt  Codfiih                   JSO        2«      4  80     940 

Herring  in  Tomato  Sauce     . 

.    28 

32Si 

CodIet5                            .37          180      3  50     6  80 

Lobster.  Fresh,  No.  1-4  can    . 

.    40 

4  75! 

CodlbhFlufi                  .40         195     3  80 

Lobster,  Fresh,  Na  1-2  can     . 

.    80 

9,10 

Lob«er,  Fresh,  No.,i  can       . 

130 

IS  SO 

Salt  Codfish  Steaks,  lalge  jars                40         4  70 

Lobster  Sandwich  RUIng,  smaU 

.    40 

4  75 

Codfish  Fluff,  large  Jars                            30         3  50 

Lobster  Sandwich  Filling,  large 

.    65 

7  70 

Herring.  Smoked.  Boneless  )ars,              30         3  50 

: Mackerels,  Filets  of 

.    50 

S9] 

%£-"        —  ""^  "*  —    .  i^  A 

Mackerel,  Fresh.  No.  1-2  can 

Mackerel,  Fresh,  Na  1  can     . 

.    35 
.    SO 

4  10 
590 

Anchovies.  Spanbh,  cans       • 

.    45     ,535 

Oysters,  extra  select 

.    38 

4  SO 

Anchovies,  Trieste,  cans 

.60       7  10 

Roe.  Cod  and  Haddock 

.    30 

3  50 

Anchovy  Paste  (Domestic)  . 

.35       4  10 

Roe,  Mackerel.  No  1-2  can    . 

Anchovy  Paste  (  Imported)  . 

.40       4  75 

Roe.Shad      .... 

Caviar,  Genuine,  No.  Wtlns. 

.    75       890 

..... .Salmon,  Sockeye,  Na  1-2  can 

.    40 

4  75 

Caviar.  Genuine.  No.  M  tin* 

Salmon,  Sockeye,  No  1  can  . 

.    60 

7  in 

.  .-.Salmon.  Royal  Chinook.  Na  1-2  can     .    40 

4  75 

, Clam  Chowder,  lunch  cans    . 

Salmon,  Royal  Chlaook,  No.  1  can       .60 

7  10 

CUm  Chowder,  medium  ans 

...Salmon.  Royal  Chinook.  Nal  Ovals    .    75 

890 

CUm  Chowder,  large  cam     . 

..   .  .Salmon,  Red  Alaska      ....    45 

5  3< 

dam  Extract,  Jan         .       . 

.,v...Sardines,  French,  qtrs.          ...    55 

6  SO 

Gams.  "Down  East"     • 

Sardines,  Portuguese,  Boneless,  halves     60 

7  15 

Sardines,  skinless  and  boneless     .        .    70 

HX 

Codfish.  Fresh,  No  1  can      . 

..... .Sardines,  Calilomia.  qtrs.  in  OHve  Oil      35 

1  10 

Sardlnei  California,  halves.  In  Olive  OU  50 

590 

Sardines.  California,  qtrs.  In  on    ,       .    25 

290 

■    rS?« 

Sardines,  Mahie,  qtrs.  In  Olive  Oil       .    20 

?3S 

Crabmeat,  Japanese,  No.  I  can 

Sardines,  Norway,  qtrs.  in  Olive  OB      ,    35 

4  IS 

nnnanHaddle,Nal-2can  . 

.    30       350 

Shad  Cutlets 50 

590 

Finnan  Haddie.  No.  1  can     . 

45       5  30 

Sea  Moss,  per  package  .       , 

.    35 

Finnan  Haddie,  Jars 

55       6  50 

Shrimps 

Fbh  Balls,  Norwegian  Style,  small  cans    30       3  SO 

..... .Tuna.  White  Meat.  Na  1-2  caa 

.    45 

530 

Fish  Balls.  Norwegian  Style,  large  cans    50       5  90 

Tuna,  White  Meat,  Na  1  cw 

.    70 

835 

Fish  Chowder.  Umch  can     ...    30       3  SO 

.,....Tuna,Bluefin,  Na  1-2 can    . 

.    35 

4  10 

Fish  Chowder,  Med.  can        .       .       .45       5  30 

Tuna.  Bluefin.  No.. lean        . 

.    55 

650 

Turtle.  OearGreeil       .       . 

.    60 

7  13 

a-«..  .^  «  ««  «.— 

Total. 

1 

Fig.  6. — There  is  nothing  extraordinary  about  such  order-forms  as  this 
one  used  by  Frank  E.  Davis  Co.,  but  they  bring  orders  in  convenient  form 
and  the  very  fact  that  all  of  the  Davis  products  are  listed  encourages  the 
customer  to  place  a  large  order. 

agents,  prizes  are  usually  more  attractive  than  cash  com- 
missions, though  both  may  be  used. 


542  THE  ADVERTISING  HANDBOOK 

COPY  FOR  MAIL-ORDER  CAMPAIGNS 

Much  that  is  covered  in  the  sections  of  this  Handbook 
devoted  to  the  writing  and  displaying  of  copy  and  to  the 
preparation  and  use  of  printed  matter  applies  to  mail-order 
advertising  and  should  be  read  in  connection  with  this  chapter. 


SAVE  $43 


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Fig.  7. 


Wd oleum  Coiwci 


Let  an  Old  Town  Canoe  carry  you  where  the 
bigfish  lurk  and  where  game  is  plentiful.  An 
Old  Town  offers  health,  sport  and  beauties  of 
the  great  outdoors— an  in- 
vitation no  red-blooded 
sportsman  can  refuse. 
Send  today  for  catalog 
which  shows  latest  models. 


Fig.  8. 
Two  examples  of  effective  mail-order  display  and  illustration  in  small  space. 

The  Frank  E.  Davis  advertisement,  Figure  4,  is  a  fine  exam- 
ple of  mail-order  advertising  of  first-class  food  products.  Fig- 
ure 5  is  an  example  of  one  of  the  Davis  letters  to  inquirers. 
The  notes  under  Figures  6,  7,  8  and  9  are  self-explanatory. 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING         543 

ORDER  FORMS,  COUPONS,  REPLY  CARDS 

Coupons,  order  blanks,  and  reply  cards  play  a  large  part  in 
mail-order  advertising,  as  they  do  in  other  forms  of  adver- 
tising. An  advertiser  need  not  necessarily  do  business  direct 
by  mail  in  order  to  use  these  forms,  for  he  may  secure  an 
evidence  of  interest  from  the  reader,  or  even  his  order,  and 
then  turn  this  over  to  the  retail  trade  for  attention. 

The  value  of  the  coupon  is  covered  in  detail  in  the  chapter 
on  copy,  and  it  is  only  necessary  here  to  point  out  that  inas- 
much as  mail-order  advertising  has  to  stand  on  its  own  merits — 
has  no  salesman-support  to  strengthen  it — it  is  highly  desirable 
that  everything  that  will  make  it  easy  and  convenient  for  the 
reader  to  inquire  or  order  at  once,  while  the  advertiser  has  his 
attention  and  interest,  should  be  done.  Consequently,  most 
mail-order  advertisers  use  convenient  order-blanks,  and  many 
of  them  bind  an  order-blank  right  in  their  catalog,  inside  the 
first  cover,  so  that  it  cannot  be  lost  and  will  be  seen  by  the 
reader  as  soon  as  he  opens  the  book. 

If  the  advertiser  has  only  a  few  things  to  sell,  he  will  do 
well  to  list  his  products  right  on  the  order-blank  or  card,  so 
that  the  reader  has  only  to  check  the  items  he  desires. 

Orders  should  be  simple.  If  a  form  is  made  a  large  affair 
with  legal-sounding  language  and  with  the  contract  form  of 
printing,  many  inquirers  will  hesitate  to  sign  it.  Many  book 
publishers  use  a  simple  form  such  as  the  following: 


Send  me,  for  examination,  a  set  of  your  Advertising  and  Selling 
Practice,  in  limp  covers.  If  I  am  not  satisfied  to  purchase  these, 
I  will  return  the  books  at  your  expense,  securely  packed,  within 
ten  days  from  receipt.  If  I  conclude  to  purchase,  I  will  remit  $5 
at  once  and  $5  a  month  every  month  thereafter  until  the  full  par- 
chase  price  of  $40  has  been  paid,  the  title  to  the  volumes  to  remain 
with  you  until  that  time. 

Name  and  Occupation 

Employed  with 

Address 


The  exhibit  in  Figure  10  shows  a  number  of  different  inquiry 
or  reply  mailing  cards  used  by  high-class  advertisers.  Some 
of  these  in  their  original  form  are  very  artistic. 


544 


THE  ADVERTISING  HANDBOOK 


Skilful  advertisers  have  found  that  the  use  of  these  cards 
increase  the  returns  from  their  solicitations  from  fifty  to  one 
hundred  per  cent.  One  advertiser  who  sells  large  editions  of 
small  books  at  popular  prices  as  "leaders,"  binds  a  card  of  this 
type  in  every  volume.     Such  advertisers  as  National  Cash 


'1  Saved 
$9500 

With  You 
Folks" 


Fig.  9. — As  this  example  shows,  the  experienced  mail-order  advertiser 
makes  good  use  of  every  line  of  his  space.  The  headline  has  good  human- 
interest  value.     The  circle  was  filled  with  small-text  description. 

Register  Company  and  some  of  the  publishing  companies 
have  used  millions  of  inquiry  cards  in  their  many  plans  of 
distributing  literature.  Though  a  proportion  of  such  in- 
quiries are  idle,  they  give  the  correspondent  or  salesman  some- 
thing specific  on  which  to  work.  The  inquirer  has  at  least 
committed  himself  to  a  certain  amount  of  interest,  and  he  is 
under  obligations  to  consider  what  is  sent  in  the  way  of  fur- 
ther information  or  on  approval 


MAIL-ORDER  MEDIUMS  AND  ADVERTISING 


545 


CHART  OF  MAIL-ORDER  DEPARTMENT 
Figure  11  gives  a  good  bird's-eye  view  of  a  well  organized 
mail  sale  department.     As  this  chart  shows,  such  a  depart- 
ment may  work  hand  in  hand  with  salesmen  as  well  as  deal 
direct  with  consumers. 


R.  R.  Donnelley  &  Sons  Company 
Chicago,  III. 
Centlfitifn.'    The  next  time  your  re 
city  have  him  call  on  us.    This  will  pU 
tion  to  you. 

**•<>«••»  fcf  B.    .  '"  '••'•'■'  to  have  htm  c»ll  «bout_ 


your  representative  is  in  this 
s  will  place  us  under  no  obliga- 


Fig.  10. — Three  examples  from  a  great  variety  of  mailing  cards  used  in 
mail  canvasses.  The  Alpha  Cement  example  shows  the  practice  of  some 
advertisers  in  visualizing  their  catalog  or  other  literature  by  putting  a  colored 
illustration  of  it  right  on  the  card. 


m>  n  bnttCcM,  IttmJky  Edwird  H. 
SckilK.TSS^  M.  I.  P.  Co™,^ 
liM.  uo  Wot  4aiJ  torn,  N.V  VMk 


AOVBRTISINQ 
MANAQER. 


LISTS 
tn  ehaiiie  cfCi't  &trlk 


MANAGER  OF  SALES 


MANAaER. 
MAIL  SALES  DEPf 


PLANS 


owmw  «i«a«[ 


KJTSiirJ-i 


MANAiSER. 
•  RESEARCH  OBPX 


MECHANICS 

InihatceaFmailttla 

olhceitaSr 


ir~rirf.LM, 


era'. 


Fig.  11. 


-Chart  showing  the  plan  of  a  mail-sales  department, 
by  permission  of  Edward  H.  Schulze. 


Reproduced 


35 


SECTION  22 

FARM  PUBLICATIONS  AND  FARM  HOME 
ADVERTISING 

The  farm  paper  is,  in  reality,  a  class  magazine,  but  its 
field  is  so  large  that  some  special  consideration  of  the  medium 
is  desirable  in  any  review  of  advertising  methods. 

A  number  of  these  publications  are  of  national  circulation. 
Examples  are  found  in  the  Farm  Journal,  Successful  Farming 
and  The  Country  Gentleman.  Such  publications  deal  with  the 
great  diversity  of  agricultural  interests  as  well  as  with  market- 
ing, etc.  There  are  many  more  papers  that  are  devoted  to  a 
particular  type  of  agriculture  and  which  have  their  circula- 
tion concentrated  in  a  single  state  or  a  group  of  states  or  which 
reach  only  a  certain  type  of  farmer  scattered  throughout  the 
country.  The  Breeder's  Gazette  is  a  publication  particularly 
for  breeders.  Hoard's  Dairyman  is  a  publication  particularly 
for  the  dairyman.  Other  farm  papers  are  devoted  especially 
to  fruit-farming,  poultry,  cotton,  tobacco,  etc. 

The  buying  power  or  potentiality  of  the  various  farm 
groups  is  enormous,  and  the  first-class  farm  paper,  read  with 
interest  and  respected  by  its  readers,  is  a  powerful  type  of 
medium. 

Farm  Mediums  Compared  with  Other  Mediums. — There 
is  some  tendency,  on  the  part  of  farm-paper  pubhshers,  to 
hold  that  the  farm  paper  is  the  only  method  of  reaching  the 
farmer  and  his  wife.  Of  course,  this  is  an  exaggerated  view 
of  the  value  or  position  of  the  farm  magazine,  for  daily  news- 
papers have  spread  in  their  circulations  with  the  extension  of 
rural  free  delivery  until  now  a  number  of  large  dailies  have 
from  a  third  to  a  fourth  of  their  circulation  in  rural  com- 
munities which  include  villages  as  well  as  farm  addresses. 

The  general  magazines  in  many  instances  also  have  a  strong 
circulation  among  rural  readers.     The  modern  farm  wife  is 

546 


FARM  PUBLICATIONS  AND  ADVERTISING         -547 

likely  to  have  her  favorite  woman's  magazine,  and  the  general 
farm  paper  must  be  strong  indeed  to  compete  successfully 
with  the  best  type  of  woman's  magazine. 

The  number  of  well  illustrated,  well  printed  farm  papers  is 
not  large.  There  are  many  only. fairly  well  printed  and  with 
contents  of  only  moderate  interest.  These  undoubtedly 
suffer  as  mediums  when  they  come  into  competition  in  the 
same  home  with  publications  of  the  more  readable  type. 
And  yet  even  a  rather  tame-looking  publication  may  prove 
valuable  as  an  advertising  medium  if  it  reaches  the  proper 
number  of  readers  of  a  given  group  who  are  not  surfeited  with 
other  reading  matter,  as  many  city  folks  are. 

Premium  circulation,  sending  the  paper  to  delinquent  sub- 
scribers, etc.,  diminishes  the  value  of  many  publications 
from  an  advertising  point  of  view. 

In  states  that  consist  largely  of  rural  population,  a  state 
farm  paper  of  good  quality  may  serve  as  a  state  medium  better 
than  any  other  type  of  publication. 

Cost  of  Farm-Paper  Advertising. — Eight  farm  magazines 
with  a  total  circulation  of  5,032,080  charge  a  total  rate  of 
$24.55  per  agate  line  or  about  $4.80  per  1,000,000  circulation. 

The  Farm  Market. — The  importance  of  the  farm  market 
for  advertisers  is  shown  by  the  tables  and  charts  reproduced 
in  this  chapter.  These  tables  give  some  details  valuable  to 
the  advertiser  planning  farm-paper  campaigns,  for  conditions 
vary  greatly  in  different  sections  of  the  country  as  to  size  of 
farms,  income,  etc. 

Figure  1,  showing  the  total  number  of  automobiles  owned 
and  the  number  per  hundred  farms  in  each  state,  is  an  illu- 
minating indication  of  the  change  that  has  taken  place  in 
farm-buying  during  the  last  decade. 

One  experienced  investigator  estimates  that  during  the  last 
five  years,  1915-1920,  farm  homes  have  bought  1,200,000 
phonographs  and  talking  machines,  200,000  electric  hghting 
plants,  225,000  tractors,  100,000  motor  trucks,  2,500,000 
gas  engines  and  other  modern  equipment  in  hke  proportion. 

A  recent  government  investigation,  undertaken  to  show 
what  the  farm  housekeeper  has  in  the  way  of  modern  helps, 
revealed  the  facts  arranged  in  the  table  indicated  by  Figure  2. 


548 


THE  ADVERTISING  HANDBOOK 


FARM  PUBLICATIONS  AND  ADVERTISING 


549 


Says  the  Curtis  Publishing  Company  in  one  of  its  treatises 
on  marketing  conditions : 

"The  many  influences  that  are  increasing  the  earning  power  of 
the  farm  are  doing  another  thing  quite  as  important — they  are 
cultivating  the  taste  of  the  farmer  for  better  merchandise. 

"The  automobile  has  transformed  farm  Ufe.  It  has  broadened 
the  farmer's  acquaintance  from  a  radius  of  seven  miles  to  a  radius 


Rooms 

to  care 

for 

Stoves 
to  care 

for 

Water  to  carry 

Wash 
and 
Iron 

Sewing 

Daily- 
Mending 
Hours 

Broad 
Baking 

Lampa 

Percentage 

Distance 
Feet 

'Average 

Average 

Ftercent 

Percent 

Average 

Percent 

Percent 

Average 

Percent 

EastemStates 
C«nlralSUles 
WestemStaies 

97 
77 
53 

135 

13 

25 

79 
79 
77 

54 
57 

23 

41 
65 

94 
97 
97 

86 
94 

95 

5 

6 
5 

89 
78 
97 

Average 
Na  Records 

7.8 
9871 

16 
9210 

79 
9830 

61 
6511 

39 
6708 

96 
9767 

92 
9724 

6 
8001 

94 
9614 

Fig.  2A. 


Running 
Water 

Power 
Machinery 

Water 

in 
Kitchen 

SinV 
and 
Drain 

Washing 
Machine 

Carpet 
Sweepers 

Sewing 

Machine;( 

Windows 
and  Doors 

Out-door 
Toaet 

Bath 
Tub 

ftnrent 

Percent 

Percent 

Percent 

Ftercent 

Percent 

Ffercent 

Percent 

Percent 

Percent 

Eastern  states 
Central  Statea 
Western  States 

39 
24 

36 

12 
29 
22 

67 
47 
18 

80 
52 
44 

52 
67 
49 

58 
46 
29 

94 
95 
95 

95 
98 

91 

87 
^3 
86 

21 
18 
23 

Average 
NcRecords 

32 
9320 

22 
9080 

48 
6949 

60 
9334 

57 
9472 

47 
9513 

95 
9560 

96 
9667 

90 
9580 

20 
6784 

Fig.  2B. 

of  thirty  miles.  It  has  made  the  farmer  and  his  family  a  part  of 
the  civic  and  social  life  of  the  nearby  city  and,  what  is  also  important, 
it  has  made  it  easy  for  city  residents  to  visit  their  friends  on  the  farm. 
"Education  is  also  a  transforming  influence  on  the  farm.  The 
sons  and  daughters  are  going  to  city  schools  and  colleges  more  than 
ever  before.  Education  is  increasing  the  efficiency  of  farming  and 
raising  the  standard  of  living  so  that  a  larger  proportion  of  farm 
homes  have  thoroughly  modern  equipment  and  conveniences.'* 

Figures  3,  4,  5,  6  and  7  are  self-explanatory. 


550 


THE  ADVERTISING  HANDBOOK 


Number  of  Farms 
By  Size  in  Each  State 


state 


Under 
3  acres 


3  to  9 
acres 


10  to  19 
acres 


20  to  49 
acres 


50toi 
acre 


Alabama 

Arizona 

Arkansas 

California 

Colorado 

Connecticut 

Delaware 

District  of  Columbia 

Florida 

Georgia 

Idaho 

Illinois 

Indiana 

Iowa 

Kansas 

Kentucky 

Louisiana 

Maine 

Maryland 

Massachusetts 

Michigan 

Minnesota 

Mississippi 

Missouri 

Montana 

Nebraska 

Nevada 

New  Hampshire 

New  Jersey 

New  Mexico 

New  York 

North  Carolina 

North  Dakota 

Ohio 

Oklahoma 

Oregon 

Pennsylvania 

Rhode  Island 

South  Carolina 

South  Dakota 

Tennessee 

Texas 

Utah 

Vermont 

Virginia 

Washington 

West  Virginia 

Wisconsin 

Wyoming 

United  States 


130 

1,595 

114 

1,269 

569 

223 

32 

29 

307 

98 

189 

845 

441 

392 

220 

315 

344 

118 

148 

833 

387 

294 

240 

455 

274 

129 

87 

92 

541 

988 

1.428 

116 

54 

749 

104 

244 

972 

145 

53 

99 

143 

411 

297 

60 

227 

563 

117 

273 

284 


13,613 

912 

6,270 

9,324 

2,222 

2,693 

672 

32 

3,758 

8,602 

875 

9,191 

11,508 
7,295 
4,221 

21,777 
6,671 
3,456 
4,977 
4,817 
6,679 
2,555 

11,132 
8,561 
229 
2,298 
'  79 
2,357 
3,256 
3,212 

17,231 

14,868 
82 

19,448 
1,975 
2,639 

19,130 
585 

14,218 
341 

14,713 
9,069 
1,836 
2,581 

17,464 
4,593 
7,419 
5,491 


28,115 

839 

29,875 

11,932 

2,279 

3,119 

831 

61 

5,019 

20,929 

941 

10,258 

U,695 

8,03r 

3,601 

33,380 

22,241 

3,539 

5,107 

4,956 

7,719 

2,770 

55,571 

10,740 

252 

1,931 

105 

2,146 

4,276 

2,685 

15,533 

28,240 

93 

18,716 

5,079 

3,147 

18,556 

647 

23,714 

368 

32,485 

19,891 

2,541 

1,937 

22,055 

5,373 

7,863 

4,883 

53 


106,841 

1,477 

74,983 

20,614 

3,882 

6,302 

1,988 

65 

17,169 

117,432 

4,048 

33,322 

40,161 

15,678 

10,738 

58,537 

46,389 

9,492 

8,629 

8,890 

49,890 

12,028 

112,666 

47,398 

956 

4,558 

320 

4,509 

7,607 

2,812 

31,047 

75,629 

450 

50,331 

31,489 

6,888 

39,721 

1,144 

70,582 

1,121 

72,212 

98,583 

5,550 

3,481 

42,390 

10,252 

20,323 

23,460 

338 


18,037 


317,010 


504,123 


1,414,372 


1,438,069 


Fig.  3. 


Standard  Farm  Year  Book 


FARM  PUBLICATIONS  AND  ADVERTISING 


551 


Number  of  Farms 
By  Size  in  Each  Stsite-~Continued 


State 

100  to 
174 
acres 

175  to 
259 
acres 

260  to 
499 
acres 

500  to 
999 
acres 

1000 
acres 
and 
over 

Total 

Alabama     

35,563 

2,591 

39,353 

12,015 

16,355 

4,999 

•    2,849 

10 

8,178 

42,275 

11,891 

80,539 

57,261 

80,121 

57,789 

50,134 

13.681 

16,633 

11,457 

5,703 

50,622 

55,424 

30,172 

80,020 

10,552 

43,916 

555 

6,247 

7,207 

15,363 

61,031 

43,987 

23,003 

68,746 

75,186 

12,009 

55,518 

945 

19,427 

28,396 

41,545 

94,574 

3,660 

9,492 

32,997 

13,884 

20,156 

58,439 

3,816 

11,932 

263 

11,135 

4,689 

3,004 

1,702 

994 

2,'589 

16,436 

2,519 

38,315 

18,081 

40,304 

26,590 

17,315 

4,645 

5,653 

5,043 

2,147 

12,426 

27,972 

10,132 

32,109 

1,566 

20,743 

174 

2,964 

1,659 

1,353 

21,901 

15,629 

5,345 

18,211 

16,078 

3,680 

14,096 

312 

7,164 

8,230 

14,149 

31,864 

1,372 

5,194 

14,963 

3,089 

7,481 

20,196 

783 

8,161 

494 

6,014 

7.862 

9,472 

911 

435 

3 

1,956 

11,274 
3,347 

19,440 
8,026 

25,861 

34,696 
9,324 
3,761 
2,640 
3,027 
1,178 
4,717 

24,864 
6,983 

19,812 
6,773 

26,490 
366 
1,810 
576 
6,035 
9,262 
9,625 

20,048 
6,902 

17,734 

5,663 

4,816 

175 

5,375 

24,811 
8,301 

27,185 
1,309 
3,322 

11,138 
6,126 
4,767 
9,271 
2,846 

2,276 

164 

1,163 

5,119 

2,426 

188 

52 

'  ■  ■  670 

3,950 

921 

1,842 

949 

2,430 

10,475 

2,181 

1,548 

461 

506 

319 

607 

3,359 

2,061 

3,427 

2,353 

13,128 

248 

513 

112 

836 

1,104 

2,669 

12,662 

783 

2,688 

2,716 

632 

51 

1,942 

9,698 

1,878 

12,833 

551 

607 

3,450 

3,481 

1,316 

966 

984 

822 

72 

398 

4,693 

1,577 

40 

6 

■  ■  371 

1,521 
256 
203 
142 
214 

3,360 
444 

1,018 
129 
83 
93 
165 
300 
780 
544 

1,999 

3,867 
344 
167 
59 
572 
243 
805 

2,416 
112 
857 

1,716 

167 

24 

812 

2,174 
481 
11,123 
390 
125 
992 

1,726 
437 
141 

1,155 

262.901 

Arizona                

9,227 

214,678 

California            

88,197 

Colorado 

46,170 

Connecticut 

26,815 

10,836 

District  of  Columbia 

Florida           

217 
50,016 

291,027 

Idaho     

30,807 

Illinois 

251,872 

Indiana 

215,485 

217,044 

Kansas 

177,841 

Kentucky          

259,185 

120,  46 

I^aine          

60,016 

48,923 

Massachusetts 

36,917 

206,960 

Minnesota 

156,137 

274,382 

Missouri 

277,244 

Montana       

26,232 

129;  678 

Nevada                

2,689 

New  Hampshire 

New  Jersey 

27,053 
33,487 

35,676 

New  York 

215,597 

253,725 

North  Dakota 

74,360 

Ohio 

272,045 

190,192 

Oregon                    

45,502 

219,295 

Rhode  Island  

5,292 

South  Carolina 

176,434 

South  Dakota 

77,644 

Tennessee 

246,012 

Texas 

417,770 

Utah 

21,676 

32,709 

Virginia          

184,018 

56,192 

West  Virginia 

96,685 

177,127 

Wyoming 

10,987 

United  States 

1,516,286 

534,191 

443,984 

125,295 

50,135 

6,361,520 

Standard  Farm  Year  Book 


Fia.  4. 


562 


THE  ADVERTISING  HANDBOOK 


Farm  Tenure 
Farm  Families  and  Farm  Proprietorship  by  State 


State 


Total 
number 


Number 
owning 
farms 


Number 
renting 
farms 


Number 
operated 

by 
managers 


Alabama 

Arizona 

Arkansas 

California 

Colorado 

Connecticut 

Delaware 

District  of  Columbia 

Florida 

Georgia 

Idaho 

Illinois 

Indiana 

Iowa 

Kansas 

Kentucky 

Louisiana 

Maine 

Maryland 

Massachusetts 

Michigan 

Minnesota 

Mississippi 

Missouri 

Montana 

Nebraska 

Nevada 

New  Hampshire .... 

New  Jersey 

New  Mexico 

New  York 

North  Carolina 

North  Dakota 

Ohio 

Oklahoma 

Oregon 

Pennsylvania 

Rhode  Island 

South  Carolina 

South  Dakota 

Tennessee 

Texas 

Utah 

Vermont 

Virginia 

Washington 

West  Virginia 

Wisconsin 

Wyoming 

United  States 


262,901 

9,227 

214,678 

88,197 

46,170 

26,815 

10,836 

217 

50,016 

291,027 

30,807 

251,872 

215,485 

217,044 

177,841 

259,185 

120,546 

60,016 

48,923 

36,917 

206,960 

156,137 

274,382 

277,244 

26,214 

129,678 

2,689 

27,053 

33,487 

35,676 

215,597 

253,725 

74,360 

272,045 

190,192 

45,502 

219,295 

5,292 

176,434 

77,644 

246,012 

417,770 

21,676 

32,709 

184,018 

56,192 

96,685 

177,127 

10,987 


103,929 

8,203 

106,649 

66,632 

36,993 

23,234 

6,178 

118 

35,399 

98,628 

27,169 

145,107 

148,501 

133,003 

111,108 

170,332 

52,989 

56,454 

33,519 

32,075 

172,310 

122,104 

92,066 

192,285 

23,365 

79,250 

2,175 

24,493 

24,133 

33,398 

166,674 

145,320 

63,212 

192,104 

85,404 

37,796 

164,299 

4,087 

64,350 

57,984 

144,125 

195,863 

19,762 

28,065 

133,664 

47,505 

75,978 

151,022 

9,770 


158,326 

861 

107,266 

18,148 

8,390 

2,632 

4,535 

84 

13,342 

190,980 

3,188 

104,379 

64,687 

82,115 

65,398 

87,860 

66,607 

2,563 

14,416 

2,979 

32,689 

32,811 

181,491 

82,958 

2,344 

49,441 

333 

1,879 

8,294 

1,957 

44,872 

107,287 

10,664 

77,188 

104,137 

6,859 

51,105 

954 

111,221 

19,231 

101,061 

219,575 

1,720 

4,008 

48,729 

7,726 

19,835 

24,654 

897 


6,361,502 


3,948,722 


2,354,676 


646 

163 

763 

3,417 

787 

949 

123 

15 

1,275 

1,419 

450 

2,386 

2,297 

1,926 

1,335 

993 

950 

999 

988 

1,863 

1,961 

1,222 

825 

2,001 

505 

987 

181 

681 

1,060 

321 

4,051 

1.118 

484 

2,753 

651 

847 

3,961 

251 

863 

429 

826 

2,332 

194 

636 

1,625 

961 

872 

1,451 

311 


58,104 


FiQ.  5. 


Standard  Farm  Year  Book 


FARM  PUBLICATIONS  AND  ADVERTISING 


553 


Farm  Production  in  1919 


Value  of  live- 
stock prod- 
ucts 


Value  of 
crops 


Total  value  of 
farm  products 


Total  aver- 
age per  farm  * 


1.  Iowa 

2.  Texas 

3.  Illinois 

4.  Missouri 

5.  Kansas 

6.  Ohio 

7.  Nebraska 

8.  New  York 

9.  Indiana 

10.  Pennsylvania .... 

11.  Wisconsin 

12.  North  Carolina.  . 

13.  Oklahoma 

14.  Minnesota 

15.  Kentucky 

16.  Georgia 

17.  Michigan 

18.  California 

19.  Tennessee.  ...... 

20.  Mississippi 

21.  South  Carolina .  . . 

22.  Arkansas 

23.  Virginia 

24.  South  Dakota . . . . 

25.  Alabama 

26.  North  Dakota.  .  . 

27.  Colorado 

28.  Washington 

29.  Louisiana 

30.  Oregon 

31.  West   Virginia.  .  . 

32.  Maryland 

33.  Montana 

34.  Idaho 

35.  New  Jersey 

36.  Maine 

37.  Massachusetts . .  . 

38.  Vermont 

39.  Wyoming 

40.  Florida 

41.  Connecticut 

42.  New  Mexico 

43.  Utah 

44.  New  Hampshire . . 

45.  Arizona 

46.  Nevada 

47.  Delaware 

48.  Rhode  Island 


$851,910,000 

394,710,000 

642,720,000 

626,340,000 

523.560,000 

473.880,000 

393,180,000 

431.190,000 

411.360.000 

345.570,000 

357.360,000 

99.630,000 

244.290,000 

256,740,000 

237,870,000 

92,100,000 

274,920,000 

213,690,000 

216,180,000 

75,960.000 

42,960.000 

102,990,000 

150,780,000 

155,970,000 

79.680,000 

72,840,000 

100,980,000 

77,160.000 

39,090,000 

95,190,000 

90,630,000 

61,170,000 

102,960,000 

61,530,000 

68,730,000 

66,030,000 

83,790,000 

66,750,000 

73,290,000 

22,470,000 

44,940,000 

47,790,000 

36,720,000 

38,700,000 

19,980,000 

20,130,000 

12.750,000 

12,420,000 


$861,338,000 

1,076,163,000 

813,164,000 

549.105,000 

631.784.000 

567.643,000 

543,482,000 

498,179,000 

503.940.000 

467.351,000 

433,039,000 

683,168,000 

522,565,000 

497,736,000 

476,863,000 

613,240,000 

415,615,000 

475,251,000 

355,912,000 

494,192,000 

620,522,000 

39.5,226,000 

341,052,000 

321,292,000 

385,791,000 

270.981,000 

204,576,000 

196,461.000 

231.506.000 

139,060,000 

152,071,000 

132,743,000 

81.991,000 

114.430.000 

105,303,000 

99,200.000 

76,191,000 

63,318,000 

56,237,000 

91,893,000 

68,012,000 

63,098,000 

48,476,000 

40,260,000 

56,248,000 

20,622,000 

26,339,000 

8,660,000 


1,713,248,000 

1.470,873,000 

1.455.884.000 

1.175,445,000 

1.155.344.000 

1,041,523,000 

936.662,000 

929,369,000 

915,300,000 

812,921,000 

790.399,000 

782,798,000 

766,855,000 

754,476,000 

714,733,000 

705.340,000 

690,535,000 

688,941,000 

572,092,000 

570,152,000 

563,482,000 

498,216,000 

491.832.000 

477,262,000 

465,471,000 

343,821,000 

305,556,000 

273,621,000 

270,596,000 

234,260,000 

242,701,000 

193,913,000 

184,951,000 

176,960,000 

174,033,000 

165.230.000 

169,981,000 

130,068,000 

129,527,000 

114,363,000 

112,952,000 

110,888,000 

85,196,000 

78,960,000 

76,228,000 

40,752,000 

39,089,000 

21,080,000 


$7,895 
3,627 
6.781 
4.240 
6.497 
3,829 
7,260 
4,314 
4.267 
3.712 
4,466 
3,094 
4,036 
4,836 
2,795 
2,423 
3,352 
7,819 
2,325 
2,080 
3,201 
2,328 
2,673 
6,150 
1,776 
4,646 
6,628 
4,877 
2,254 
5,148 
2,510 
3,964 
7,059 
5.712 
5,273 
2,763 
4,335 
3,977 

11,863 
2,287 
4,214 
3,114 
3,944 
2,919 
8,286 

15,166 
3,619 
4,053 


Fia.  6. 


Farm  Journal 


554 


THE  ADVERTISING  HANDBOOK 


SECTION  23 
TRADE-PAPER  ADVERTISING 

Strictly  speaking,  trade  papers  are  those  that  appeal  to 
groups  of  merchants.  Sometimes  papers  or  magazines  that 
appeal  to  professional  or  other  occupational  groups  are 
referred  to  as  ** trade  papers/'  but  it  is  more  accurate  to 
classify  these  latter  mediums  as  technical,  professional, 
occupational  or  business  publications. 

Unfortunately,  trade-paper  advertising  has  been  more  or 
less  neglected  by  many  advertisers  whose  work  in  the  general 
mediums  is  of  a  high  order.  The  mediums  may  be  used,  but 
the  advertiser  or  his  agency  is  Ukely  to  feel  that  the  general 
publications  appealing  to  the  consumer  will  be  seen  to  such  a 
large  extent  by  the  wholesale  or  retail  trade  that  the  advertis- 
ing in  the  trade  papers  is  of  relatively  small  importance,  and 
therefore  it  does  not  matter  how  the  space  is  used.  In  other 
words,  space  is  often  used  as  a  duty  or  merely  to  maintain 
the  editorial  good  will  of  the  publications. 

While  it  is  true  that  the  general  publications  do  reach 
wholesale  and  retail  merchants  to  a  considerable  extent,  and  in 
some  cases  to  a  large  extent,  this  does  not  lessen  the  importance 
of  making  the  best  possible  use  of  the  trade-paper  space. 
There  are  good  mediocre  trade  papers  and  high-class  ones — 
the  latter  being  watched  closely  by  merchants  for  information 
relating  to  the  lines  that  they  handle.  Such  merchants 
appreciate  the  special  attention  given  to  them  through  copy 
written  especially  for  the  trade  press. 

The  advertiser  may  have  a  mailing-list  covering  most  of 
the  wholesalers  or  retailers  with  whom  he  is  doing  business 
or  hopes  to  do  business,  and  work  on  this  list  may  be  the  most 
effective  method;  but  here  again  we  encounter  the  principle  or 
fact  that  no  one  class  of  advertising  is  likely  to  accomplish  the 
entire  work  that  the  advertiser  has  to  do.  The  good  trade 
paper  may  do  its  part  effectively,  and  warrant  its  full  cost, 

555 


556  THE  ADVERTISING  HANDBOOK 

even  though  the  advertiser's  appeal  in  any  one  issue  may  not 
catch  the  attention  of  5  or  10  per  cent,  of  the  readers. 
Direct  Uterature  may  also  fail  in  a  large  proportion  of  in- 
stances to  reach  the  man  that  the  advertiser  should  reach, 
and  the  sending  of  direct  literature  to  a  large  mailing-list  is 
rather  too  expensive  except  for  matter  of  a  very  important 
character.     Many  of  the  people  missed  by  other  means  may 

New  York,  NY.  THE  HABERDASHER 


RaU)  Card  No.  3 

Issued  April  I,  1920 

In  Effect  April  IS,  1920 


1— GENERAL  ADVERTISING 

(a,)    Do  not  contract  by  line.  Back  cover,  when  available,  two  colors, 

(b.)    Time  Discount,  none.  per  issue $175,00 

(c.)    Rates  per  issue:  Second  and  third  covers  under  contract. 
_  .                       '^1"'     iTiMs   •  Tints   tTiMis  It  TIMES  InscTts  chaTgod  for  as  two  pages  according  to  con- 
Full  page        .$130.00  $115.00  $95.00  $90.00  $85.00  tract,  must  be  furnished  complete,  ready  to  insert. 

Ha"  page ".00      65.00    55.00    50.00    45.00  size,  12  S'x  9,S'.  stock  not  heavier  than  25x38- 120  lbs. 

Quarter  page...  45.00      42.00    40.00    37.00    35.00  Centre  spread  $50.00  extra.         Tip-ins  $20.00  extra. 

Eighth  page  ....30.00      27.00    25.00    22.00    20.00      Color  printing. one  page, per  color,  $45  00 

24  pages  or  more,  used  within  1  year  at  $65.00  per  page  Each  additional  page,  same  fSrm  and   same  color. 

(d.)    Front  cover  not  for  sale. $20.00  extra. 

2-WANT  ADVERTISEMENT  SECTION 

Four  lines,  36  words  or  less  (plain  face)     -    -    $2.00  Minimum    accepted    $2.00       Payable  in  advance. 

Over  four  Unes.  a  line .50  ^'"^"^    ^t^T*?^    without    extra    charge,    when 

"box  number     is  used;  no  extra  charge  for    Tjox 

Displayed,  an  inch 4.00  number"  address. 

3— READING  NOTICES  None 

4-COMMISSION  AND  CASH  DISCOUNT  None 

Fig.  1. — Typical   rate   card   of   a   trade   publication. 

be  caught  by  the  trade-paper  messages,  and  in  other  cases 
the  trade-paper  message  will  supplement  and  emphasize  the 
message  received  through  some  other  avenue. 

COPY  FOR  TRADE-PAPER  ADVERTISING 

Obviously,  copy  written  for  trade  papers  must  be  written 
from  the  wholesaler's  or  retailer's  point  of  view.  Keen 
merchants  are  to  some  extent  interested  in  the  selling  points 
of  an  article  from  the  consumer's  point  of  view,  for  in  reselling 
the  article  they  use  the  same  material  that  the  advertiser 
uses  in  addressing  the  consumer,  but  the  primary  interest  of 
the  trade,  whether  the  merchant  is  a  broker,  wholesaler,  or 
retailer,  is  the  merchandising  side,  profits,  poUcies,  plans,  etc. 

The  following  is  a  summary  of  the  various  types  of  appeal 
that  an  advertiser  can  appropriately  incorporate  in  his  trade- 
paper  copy,  according  to  conditions. 

Announcements  about  new  merchandise  to  be  put  before  the  trade 
and  the  public. 


TRADE-PAPER  ADVERTISING 


557 


A  Real  Coaster 

For  REAL  BOYS  and  GIRLS 


Coaster  toys  are  daily  increasing  In  favor  with  the 
yonngsUrs.  The  SKYPALONG  is  a  REAL  coaster 
toy.  Thafafsihy  the  SKYPALONG  has  proved  such  a 
ready  seller  among  furniture  dealers  everywhere.  It  is 
most  attractive  in  appearance  and  gives  the  youngster 
what  he  wants — SPEED.  And  it  is  smooth-running 
because  of  the  self-contained  ball  bearing  vvheels. 

will  open  np  fields  of  greater  profits  for  you, 
boys   and   girls   are  quick  to   recognize   its  : 
Write  us  for  further  information. 
Made   by  the   builders   of  the  famous   KOKOMO 


[^LIBERTY  PRESSED  METAL 
'        COMPANY 
Kokomo.  Indiana.  US.A. 
Ntw  York  Ofiet—Biuk  TermbuU  SaU»BuUdi»g 


c^nnouncement 


The  completion  of  our  new  plant  by  July  1st  gives  us  inr:reased 
facilities  for  manufacturing  and  we  have  decided  to  solicit  a  lim- 
ited amount  of  business  in  July. 

Our  third  birthday  comes  with  this  Midsummer  Market  and  we 
desire  to  thank  our  friends  most  sincerely  for  the  kindly  consid- 
erations shown  us  during  three  very  strenuous  years. 

We  will  show  a  limited  number  of  suites  at  our  space 


Third  Floor  1411  S.  Michigan  Ave.,  Chicago,  IIL 

FBED  W.  SCULLEY  IN  CHARGE 


Imperial  Furniture  Company 


Manufacturers  Bed  Room  Furniture 


ROCKFORD.  ILLINOIS 


Fig.  2. — Tw^o  types  of  trade-paper  publicity.  Both  convey  a  message, 
but  the  Liberty  Pressed  Metal  Company's  message  has  decidedly  more  newsi- 
ness.  The  real  information  of  the  Imperial  Furniture  announcement  is 
buried  in  the  text.  While  there  are  occasions  on  which  the  "  Announcement " 
type  of  advertising  may  be  appropriate,  the  trend  is  decidedly  away  from  such 
advertising. 


558 


THE  ADVERTISING  HANDBOOK 


Setting  a  New  Standard  of  Style 
In  Rubber-Soled  Fabric  Footwear 


The  KEDS  line  U  continually 
being  enlarged  and  improved 
with  new  styles — new  types — 
new  achievements. 

No  other  invention  has  so 
complet^y  increased  the  appeal 
of  KEDS  as  the  application  of 
the  Welt  form  of  construction  to 
the  sole.  This  process,  which  is 
used  in  no  other  rubber-soled 
fabric  footwear  but  KEDS, 
creates  a  smartness  rivaled  only 
by  the  highest  grade  of  leather 


One  variety  of  KEDS  which 
has  recently  become  popular  is 
the  white  leather-trimmed  sport 
shoe  for  women.  In  addition  to 
the  comfort  and  durability  which 
is  characteristic  of  all  KEDS, 
this  shoe  has  the  requisite  style 
to  please  the  most  particular 
trade.  But  this  is  only  one  of  the 
KEDS  line,  which  includes  a  type 
for  every  hunlan  activity  and  is 
registering  plus  business  for  deal- 
ers all  over  the  country. 


Keds 


United  States  Rubber  Company 


Fig.  3. — Page  of  a  national  advertiser  in  the  trade  press.  It  shows  that 
the  United  States  Rubber  Company  believes  that  such  copy  calls  for  as  much 
care  as  the  advertising  addressed  to  the  consumer.  This  is  simple,  strong 
copy  that  gives  the  trade  real  information. 


TRADE-PAPER  ADVERTISING 


559 


Plans  for  promoting  old  and  new  merchandise. 

Data  relative  to  advertising  to  be  done,  list  of  mediums,  dates  of 
insertions,  reproductions  of  general-publication  advertising,  etc. 
Announcements  of  dealer  aids,  window-trims,  fixtures,  etc. 


.-^"^^ 


Fig.  4. — Reproduction  of  a  page  advertisement  in  a  shoe-trade  magazine. 
The  "Stylish  Spats"  are  illustrated  in  a  striking  manner.  This  adver- 
tisement could  hardly  fail  to  catch  the  attention  of  shoe  dealers. 

Experiences  of  trade  with  the  goods,  interesting  letters,  etc.,  photo- 
graphs of  successful  displays,  etc. 

Production  and  shipping  facilities. 

Profit  side  of  handling  adv  rtiser's  goods. 

Policies  of  advertiser  with  respect  to  trade. 

Announcements  concerning  advertiser's  representatives  designed  to 
aid  them  in  their  calls  on  the  trade. 


SECTION  24 
RELIGIOUS  PUBLICATIONS 

The  religious  publication  is  a  class  medium,  and  most  of  the 
points  that  apply  to  the  class  medium  apply  to  this  particular 
type  of  publication. 

The  peculiar  value  of  the  religious  publication,  however,  is 
based  on  reUgious  faith,  which  is  a  motive  or  attribute  of  great 
potency.  It  is  something  that  the  man  outside  of  the  field 
of  religious  journalism  who  does  not  himself  read  a  religious 
paper  is  likely  to  overlook  or  underestimate. 

There  are  many  religious  papers  of  small  circulation  and 
poor  quality  editorially — publications  that  have  a  hard 
struggle  to  exist.  Some  are  negligent  of  the  kind  of  advertising 
they  publish  and  give  space  to  announcements  that  are  no 
credit  to  the  religious  press.  On  the  other  hand,  there  are  a 
good  number  of  strong  circulation,  well  edited  and  attractively 
published,  with  the  prestige  of  years  behind  them,  and  ex- 
ceedingly careful  of  the  quality  of  the  advertising  they  insert. 

This  group  of  publications  cover  all  denominations  and 
faiths.  Types  of  denominational  papers  are  found  in  The 
Christian  Advocate  (Methodist),  The  Churchman  (Episcopal) 
New  Era  Magazine  (Presbyterian),  Watchman-Examiner 
(Baptist),  Truth  (Roman  Catholic),  Hebrew  Standard  (Jewish). 

Then  there  are  publications  of  religious  origin  but  which  are 
conducted  along  broad  general  lines  with  no  denominational 
leanings.  These  might  well  be  called  semi-religious  publica- 
tions. The  Christian  Herald  is  an  example,  and  The  Outlook 
might  be  classed  in  this  group.  Both  have  strong  hold  on 
their  readers.  The  Sunday  School  Times  is  a  strong  medium 
appealing  to  the  workers  of  all  Protestant  Sunday  Schools, 
and  was  one  of  the  first  publications  of  America  to  guarantee 
its  readers  against  fraudulent  representation  on  the  part  of 
advertisers  in  its  columns. 

560 


RELIGIOUS  PUBLICATIONS  561 

Space  in  Groups  of  Religious  Publications. — There  are  a 
number  of  religious  papers  assembled  in  groups  so  far  as  the 
advertiser  is  concerned.  The  publishers  of  these  make  a 
gross  rate,  and  a  single  order  covers  the  placing  of  the  contract 
in  all. 


SECTION  25 
POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS 

Principal  Forms. — Outdoor  advertising  comprises  a  number 
of  forms,  ranging  from  the  simplest  of  signs  or  bulletins 
telling  the  automobilist  that  he  is  only  '^  Ten  Minutes  from 
Smith's  Service  Garage"  to  the  expensive  electric-feature 
display,  which  may  be  viewed  by  a  million  or  more  readers  a 
month  and  cost  the  advertiser  several  thousand  dollars  a 
month  to  operate. 

The  principal  forms  or  classifications  of  outdoor  advertising 
are  the  following: 

1.  Posters,  printed  on  paper  in  sections  and  pasted  up  on  standard 
frames  or  spaces. 

2.  Painted  boards,  which  may  consist  of  metal  or  wooden  frames  and 
backgrounds. 

3.  Painted  wall  spaces. 

4.  Electric  signs,  which  may  be  still  life  or  plain  letters,  or  may  be 
features  that  move  or  change,  thus  giving  motion  to  the  sign. 

5.  Small  signs  or  bulletins  occupying  too  Httle  space  to  appear  on  the 
regular  boards  used  by  the  bill  posters,  but  which  may  be  put  up  in  some 
other  way.  These  range  down  to  signs  which  are  placed  on  posts,  trees 
or  fences  or  possibly  on  wagons  or  trucks. 

Features  of  Outdoor  Advertising. — The  features  of  poster 
and  sign  advertising  are : 

1.  Striking  display  that  compels  attention. 

2.  Representation  in  color. 

3.  Opportunity  of  advertiser  to  concentrate  his  publicity  and  to 
"localize"  argument  or  information. 

4.  Opportunity  to  give  name  of  local  dealer  or  agent. 

5.  Appearance  before  reader  when  he  is  outdoors  and  likely  to  have 
attention  free. 

6.  In  the  case  of  electric  signs,  opportunity  to  use  Ught  and  motion  as 
a  means  of  getting  attention. 

Bill-Posting  Service. — The  greater  part  of  the  bill-posting 
service  in  America  is  controlled  by  an  organization  known  as 

562 


POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS     563 

the  Associated  Bill  Posters  and  Distributors.  This  national 
organization  is  merely  a  combination  of  many  separate 
concerns  or  individuals  operating  in  various  parts  of  the 
country.  The  national  organization  makes  it  possible  for  the 
advertiser  to  simplify  his  outdoor  campaign.  The  Associated 
Bill  Posters  and  Distributors  operate  under  standard  regula- 
tions and  insure  fairly  uniform  service,  accurate  checking,  etc. 
Service  in  about  7,000  cities  and  towns  is  given  by  the 
Associated  Bill  Posters  and  Distributors. 


Send  that  Suit  or  Gown  to 


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Fig.  1. — The  picture  of  the  good-natured  messenger  lends  life  to  this 
poster.  The  message  is  a  well-rounded  example  of  effective  outdoor  ad- 
vertising. 

Service  from  organized  bill  posters  includes  (1)  the  placing 
of  posters  for  an  agreed  time  on  boards  or  spaces  either  owned 
by  the  bill  poster  or  controlled  by  him,  (2)  the  replacing, 
without  extra  charge,  of  posters  that  may  be  mutilated  or  have 
their  efficiency  seriously  impaired  during  the  time  of  the  con- 
tract by  such  causes  as  storms  and  (3)  a  definite  list,  furnished 
promptly  after  the  placing  of  the  posters,  of  the  locations. 

In  order  that  the  bill  posters  may  carry  out  this  service, 
it  is  necessary  for  the  advertiser  to  furnish  extra  copies  of  all 
posters.  Advertisers  usually  figure  on  furnishing  25  per  cent, 
extra  in  case  service  is  for  only  one  month.  If  the  posters 
are  to  stand  three  or  four  months,  it  is  desirable  to  ship  a 
double  quantity  of  posters,  as  there  is  a  possibility  that  every 
poster  may  have  to  be  renewed  during  that  period. 

"  Chance  may  offer  posting"  refers  to  a  service  that  is  given 
only  where  boards  may  be  vacant — that  is,  there  is  no  regular 
schedule  guaranteed.     This  service  is  charged  for  on  the  basis 


564 


THE  ADVERTISING  HANDBOOK 


of  so  much  a  poster,  and  the  bill  posters  do  not  undertake 
renewals  in  case  posters  are  damaged. 

''Sniping"  is  a  term  used  for  indiscriminate  posting  of 
small  posters  on  fences,  barrels,  doors,  wall  spaces,  etc.  that 
are  not  under  the  control  of  the  bill  posters. 

Costs  of  Poster  and  Painted  Board  Advertising. — The 
list  at  the  end  of  this  chapter  shows  the  principal  cities  and 
towns  in  the  United  States  with  the  number  of  regular  and 
special  poster  locations  in  each  city  or  town  and  the  cost  of  a 


Fig.  2. — Good  type  of  the  educational  type  of  poster.  The  designer's 
method  of  showing  the  rubbers  alone  with  a  suggestion  of  their  use  as  a 
background  is  ingenious. 


full  month's  showing  on  these  spaces.  In  consulting  these 
figures,  it  should  be  borne  in  min,d  that  they  are  subject  to 
continual  change  and  give  only  an  approximate  idea  of  spaces 
and  costs.  In  the  column  headed  ''No.,  of  Posters,"  "r" 
means  regular  spaces  and  "s"  refers  to  special  locations. 

"Average  costs"  of  bill  posting  run  at  present  from  $6.80 
to  $7.20  per  board  for  a  month's  showing.  The  poster  stock  is 
extra  and  will  represent  in  the  neighborhood  of  $1.50  per  stand 
extra.  This  refers  to  regular  boards.  Special  boards  will 
average  about  $30  per  stand  per  month,  or  about  four  times 
the  cost  of  regular  boards. 

One  large  outdoor  advertising  company  figures  that  to 
cover  the  United  States  thoroughly  with  poster  advertising 
would  cost  in  the  neighborhood  of  $190,000  a  month  exclusive 
of  the  cost  of  paper.     This  would  include  about  7,000  cities 


POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS     565 

and  towns  in  the  Bill  Posting  Association  and  about  1,000 
others  not  in  the  Association. 

Tl^e  cost  of  outdoor  painted  signs  will  run  all  the  way 
from  $4  a  month  for  wall  spaces  in  small  towns  to  as  high  as 
$100  a  month  for  large  railroad  bulletins,  20  by  96  feet,  and 
up  to  $200  a  month  for  illuminated  bulletins.  City  bulletins 
will  run  from  as  low  as  $15  a  month  to  several  thousand  dollars 
a  month,  the  latter  figure  applying  to  spectacular  electrical  dis- 
plays. These  costs  usually  include  the  original  design  and 
sketch. 

The  contracts  ordinarily  run  from  one  to  three  years,  with 
repainting  of  painted  signs  at  least  once  every  six  months 
and  the  change  of  copy  once  a  year. 

The  Appeal  of  Color. — Various  forms  of  advertising  •  give 
the  manufacturer  and  the  merchant  opportunity  to  use  color 
in  his  appeal.  Posters  and  painted  signs  give  this  opportunity 
in  a  large  way.  The  most  striking  effects  may  be  used  in 
portraying  food,  clothing,  household  equipment  and  the  like. 

Too  much  color  may,  however,  prove  to  be  a  detriment  even 
in  poster  advertising.  Small  striking  posters  are  simple 
combinations  of  two  or  perhaps  three  colors.  Unless  carefully 
handled,  a  mass  of  color  may  turn  out  to  be  a  hodge-podge 
that  is  far  from  being  effective  advertising. 

Advertising  the  Local  Dealer. — Every  keen  advertiser 
appreciates  the  importance  of  being  able  to  tell  the  reader, 
while  he  has  his  attention,  the  store  or  supply  station  from 
which  the  product  may  be  secured.  In  poster  advertising 
the  name  of  the  dealer  is  announced  by  means  of  a  special 
strip  or  paster.     The  use  of  these  is  illustrated  by  Figure  3. 

In  the  case  of  painted  boards,  it  is,  of  course,  necessary 
to  paint  on  the  name  of  the  dealer,  agent  or  representative. 

In  national  advertising,  in  arranging  his  advertising  cam- 
paign, the  advertiser  can  make  a  point  of  the  fact  that  if  the 
local  dealer  will  undertake  certain  things,  the  advertiser  will 
arrange  for  certain  bill  posting  or  painted  signs  carrying  the 
dealer's  name.  How  this  expense  is  divided  must  depend  on 
the  conditions  of  each  particular  case.  In  some  cases,  the 
national  advertiser  pays  the  entire  bill.  In  other  cases,  the 
national  advertiser  pays  half  and  the  local  dealer  half. 


566 


THE  ADVERTISING  HANDBOOK 


Size  of  Posters. — The  24-sheet  poster  is  regarded  as  the 
standard  size  poster.  The  size  of  the  poster  sheet  is  28  by 
42  inches,  but  this  is  simply  a  unit  and  has  no  place  in  general 
campaigns,  although  the  1-sheet  poster  is  used  effectively  for 


atch  for- 


ehefoenin#eraia 

OECAXUR  S    NEW  EVENING     PAPER 


An  All- Day  News  Service  *  New  Features  New  Comics 

HORNING   NOON^EVENING, 

Ht^tlB  CENTS  A  WEEK  '< 


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HENRY  CLYTTON  «  SONS 


Fig.  3. — The  Decatur  Herald  sign  is  not  displayed  well  for  easy  reading. 
Compare  with  the  IngersoU  Watch  board,  which  is  admirably  arranged. 

The  Society  Brand  poster  illustrates  how  the  dealer's  name  may  be  put  on 
with  a  paster. 

locations  such  as  the  elevated  railroad  stations,  on  spaces  in 
the  entrance  to  buildings,  etc. 

The  24-sheet  board  gives  the  actual  printing  surface  8  feet, 
10  inches  high  by  19  feet,  8  inches  long.     Provision  is  made, 


POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS     567 

however,  for  a  margin  outside  of  this  dimension,  which  is 
usually  painted  green,  so  as  to  give  a  good  background. 

Many  of  the  boards  are  now  constructed  of  steel  sheeting. 

The  standard  size  painted  boards  provide  for  a  length  of 
35  feet,  although  where  space  is  limited,  the  board  may  be  25 
feet  or  less.  Very  often  it  is  50  feet  or  more.  The  height  is 
usually  10  to  11  feet.  There  are  instances  where  these  boards 
are  100  to  200  feet  long  and  of  unusual  height. 

DISPLAY  OF  OUTDOOR  ADVERTISING 

Outdoor  advertising  calls  for  methods  of  display  that  differ 
from  those  controlling  the  arrangement  of  advertisements 
that  are  held  in  the  hand.  Ordinarily  "  all  display  means  no 
display,"  and  yet  in  outdoor  advertising  all  lines  can  be 
displayed  if  judgment  be  used.  In  other  words,  most  outdoor 
advertising  is  planned  with  the  thought  that  it  is  to  be  read  at  a 
glance,  much  as  the  headline  of  a  magazine  or  newspaper 
advertisement  would  be.  The  amount  of  text  is  usually 
small,  at  any  rate  not  so  many  words  that  the  whole  cannot 
be  put  in  a  readable  display  if  care  is  used  to  prevent  the 
crowding  of  the  lines.  Figure  3  affords  an  example  of  a  poster 
— the  one  featuring  the  Decatur  Herald — that  is  not  very 
readable.  In  this  case  the  difficulty  lies  in  the  crowding  of 
the  lines.     The  result  is  rather  a  jumble  of  words. 

One  who  lays  out  an  advertisement  for  a  poster  or  painted 
board  need  not,  however,  leave  large  areas  of  space  open  with 
the  idea  that  such  areas  are  necessary  as  ''white  space  treat- 
ment"— as  in  some  cases  of  newspaper  or  magazine  advertis- 
ing. He  should  treat  the  entire  space  of  the  poster  as  a 
background  against  which  to  arrange  his  lines  and  possibly 
an  illustration  and  strive  for  that  arrangement  which  will  en- 
able the  eye  best  to  grasp  the  message  at  a  glance. 

There  are,  it  is  true,  some  posters  which  have  a  text-message 
in  addition  to  what  is  presented  by  display.  Figure  6  is  an 
example.  Here,  as  in  other  classes  of  advertising,  the  dis- 
cerning designer  will  strive  for  simplicity  of  arrangement  and 
for  clear  type  or  lettering.  Not  all  posters  or  painted  signs 
need  be  as  brief  as  this  one,  but  such  advertisements  have  the 


568 


THE  ADVERTISING  HANDBOOK 


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POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS      569 

advantage  that  they  are  practically  certain  to  be  read  by 
every  eye  that  falls  upon  them. 

NEW  TYPE  OF  OUTDOOR  DISPLAY 

Many  of  the  crude    outdoor  signs  are    passing.     In  their 
place  is  appearing  a  type  of  outdoor  sign  that  not  only  does 


I 


Fig.  5. — Two  good  examples  of  illuminated  signs  and  wall  spaces.     Both 
gain  in  effectiveness  by  their  simplicity. 

not  offend  but  may  be  distinctly  pleasing  to  the  reader.  A 
number  of  cities  now  have  ordinances  requiring  that  signs 
within  the  city  limits  be  placed  or  painted  only  on  boards 
conforming  to  certain  designs.     Figure  4  is  a  good  example  of 


570 


THE  ADVERTISING  HANDBOOK 


such  a  design.     These  are  a  real  credit  to  the  municipality, 
and  represent  the  work  of  high-class  designers. 

Such  bulletins  as  those  shown  in  Figure  5  are  illuminated 
at  night  from  dusk  to  midnight,  and  the  contract  with  the 
advertising  company  calls  for  three  paintings  a  year.  Such 
bulletins  are  located  where  they  command  the  attention  of  a 
constant  stream  of  readers.  They  are  referred  to  ordinarily 
as  "De  Luxe  Illuminated  Boulevard  Bulletins."  These  artistic 
bulletins,  with  standard  moldings  and  artistic  pilasters,  often 


Ive  tried  them  all 
but  ^ive  MR  a- 


Fig.  6. — Unusually    fine    example  of  simple  lettering  und  effective  use  of 
human  figure.     Observe  the  strong  lettering  of  the  name  of  the  product. 


fenced  with  ornamental  caps,  may  be  made  very  attractive. 
Usually  the  main  surface  of  the  bulletin  is  painted  gray,  with 
the  trim  and  the  pilaster  in  buff. 

Regular,  Car  Line,  Automobile  Highway,  Suburban,  and 
Railroad  Bulletins. — The  terms  "regular,"  "car  line,"  "auto- 
mobile highway,"  "suburban,"  and  "railroad  bulletins" 
obviously  apply  to  bulletins  located  along  regular  lines  of 
travel,  but  not  in  selected  spots  in  city  districts  where  the 
largest  crowds  pass.  These  bulletins  are  located  on  principal 
streets,  along  city  and  suburban  car  Unes,  along  the  principal 
highway  lines  and  railroad  lines,  and  are  so  faced  as  to  get 
the  largest  possible  amount  of  attention.  Ordinarily  they 
are  not  illuminated,  but  they  may  be  illuminated  for  special 
locations.  In  the  case  of  railroad  bulletins  or  those  placed 
along  fast  surface  lines,  the  boards  are  placed  sufficiently  far 
from  the  tracks  so  as  to  be  read  from  swiftly  moving  trains 


POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS      571 

or  cars.     Such  bulletins  are  usually  not  painted  more  than 
twice  a  year. 

Wall  Spaces. — Considerable  outdoor  advertising  appears 
on  wall  spaces  that  are  so  located  that  the  advertising  is  seen 
by  thousands  of  people.  As  in  the  case  of  painted  boards, 
the  wall  space  is  usually  laid  out  with  a  band  or  mat  so  as  to 
give  a  good  background  for  the  advertisement.  Very  often 
the  wall  sign  is  on  the  store  of  the  dealer  carrying  the  adver- 
tised commodity,  which  naturally  gives  the  sign  particular 
value.     Many  of  the  wall  signs  are  illuminated. 


Fig.  7. — Good  example  of  the  animated  or  continuous-picture  electric  sign. 
Only  two  of  the  six  views  are  shown. 


Motion  and  Continuous-Picture  Signs. — Figure  7  is  a  good 
example  of  the  continuous-picture  electrical  sign.  This  sign 
is  flashed  on  in  five  or  six  different  stages  until  the  message 
is  complete.  Figure  7  shows  only  two  of  the  stages.  Such 
signs  have  the  great  advantage  of  motion  and  a  continued  pic- 
ture. This  type  of  sign  is  of  almost  unlimited  variety,  many 
of  them  showing  pictures  in  color  and  ingenious  developments 
of  the  picture  story.  Perhaps  the  most  famous  of  all  such 
signs  was  the  chariot  race  design  originally  displayed  at 
Herald  Square,  New  York,  under  the  title  of  ''Leaders  of  the 
World."  The  main  feature  was  a  galloping  team  of  horses 
hitched  to  a  chariot.  Different  advertisers'  names  were 
rotated. 

A  sign  of  this  character  may  cost  all  the  way  from  a  few 
hundred  dollars  a  month  to  several  thousand  dollars  a  month, 
or  more,  according  to  character  and  location.  As  such  signs 
are  rather  expensive  for  one  advertiser,  it  is  becoming  general 


572  THE  ADVERTISING  HANDBOOK 

practice  to  arrange  for  some  attractive  general  feature  and  to 
have  a  nun\ber  of  different  advertisers'  names  appear  in 
turn,  as  was  the  case  with  the  ''Leaders  of  the  World" 
sign. 

Circulation  for  Outdoor  Advertising. — The  only  way  in 
which  circulation  for  outdoor  advertising  can  be  reckoned 
is  to  take  figures  showing  the  number  of  people  who  use  the 
street,  highway  or  railroad  line  daily.  This,  of  course, 
does  not  mean  that  every  passenger  sees  every  sign.  No 
advertiser  could  hope  to  get  the  attention  of  more  than  a 
percentage  of  the  passing  crowd  unless  his  poster  or  sign  is  of 
extraordinary  value.  Advertisers  who  invest  large  amounts 
in  posters  and  signs,  frequently  go  so  far  as  to  get  an  approxi- 
mate count  of  the  number  of  people  passing  a  certain  point 
within  a  given  time.  Tire  advertisers,  for  example,  have 
counts  made  of  the  number  of  automobiles  passing  over  a 
highway  daily.  Such  advertisers  aim  to  place  their  an- 
nouncements so  that  they  may  be  read  by  passengers  going  in 
both  directions — thus  doubling  the  circulation  that  would  be 
had  if  the  sign  could  be  read  from  only  one  direction. 

Legislation  Affecting  Outdoor  Advertising. — In  addition 
to  municipal  ordinances  requiring  signs  to  be  erected  in 
accordance  with  requirements  that  make  for  beauty  and  safety, 
various  states  have  passed  laws  with  reference  to  the  posting 
or  erecting  of  signs  on  highway  property.  A  number  of 
states  now  forbid  the  tacking  of  signs  to  trees,  fences,  etc.,  on 
public  property.  This  does  not  affect  the  rights  of  the  ad- 
vertiser who  arranges  for  the  erection  of  signs  on  private 
property  within  the  view  of  the  highway  or  street.  As  a 
matter  of  good  sense,  however,  every  advertiser  will  seek  to 
conform  with  laws  that  are  aimed  at  offensive  advertising. 
The  advertiser  who  risks  public  indignation  by  painting  signs 
on  natural  scenery  reaps  the  proper  reward  for  his  neglect  to 
observe  the  tendencies  of  the  times. 

Style  of  Copy. — The  poster  and  the  painted  board,  of  neces- 
sity, can  carry  only  a  brief  message.  Because  of  this,  it  is 
sometimes  said  that  outdoor  advertising  is  of  the  reminding 
style.  But  this  is  not  necessarily  true.  Even  a  brief  adver- 
tisement may  inform.     Take  the  brief  statements,   "Every 


POSTERS,  PAINTED  BOARDS,  BULLETINS,  SIGNS      573 

two  seconds  a  human  being  in  the  United  States  dies  of  tuber- 
culosis," "Food  will  win  the  war.  Don't  waste  it."  Both  of 
these  messages  transmit  definite  information  of  great  value, 
although  both  messages  also  have  reminding  value.  Figure  8 
is  an  example  of  the  fact  that  the  poster  bulletin  may  give 
even  historical  information.  These  boards  have  been  erected 
throughout  the  United  States  generally. 

Miscellaneous  Points  about  Outdoor  Advertising. — Out- 
door advertising  covers  a  very  great  variety  of  commodities 
— one  company  alone  placing  advertising  covering  119  different 
lines  of  business. 


fewRochelle        Sli 
-„...  2  MILES  moM  Htm      U  *£•  -  ^ 

in  1686  Thomas  P^"^  ^»*^   .    ij      ^EJ^  ^"^^  ^ 


m. 


Fig.  8. — One  of  the  historical  signs  of  the  United  States  Tire  Company. 


In  figuring  the  cost  of  outdoor  advertising,  it  does  not  fol- 
low that  the  advertiser  should  use  all  of  the  regular  boards 
available  in  a  given  territory.  In  fact,  it  is  unlikely  that  he 
could  secure  all  of  the  postings.  What  constitutes  a  good 
showing  for  a  given  territory  is  largely  a  matter  of  judgment. 
Some  advertisers  content  themselves  with  half  of  the  available 
boards;  others  use  only  one-fourth  of  the  available  spaces. 

One  specialist  in  outdoor  advertising  says:  '^In  most 
instances,  a  half  run  of  posting  will  give  a  most  excellent  show- 
ing— in  fact,  with  few  exceptions,  the  advertisers  in  the  larger 
cities,  such  as  Chicago,  use  a  half  run  of  posting."     He  adds: 

'*In  estimating  a  painted  outdoor  display,  we  usually 
base  our  cost  at  the  rate  oiy^^i-  ^^%i  P^i"  capita,  in  towns  of  a 
population  of  two  milUon  and  over,  and  li  per  capita  in  towns 


574 


THE  ADVERTISING  HANDBOOK 


having  a  population  between  500,000  and  2,000,000,  and  in 
towns  under  500,000  population,  l}/^^  per  capita.  This  is 
just  a  general  basis,  but  serves  in  the  presentation  of  a  plan." 

The  large  advertising  concerns  figure  that  one  city  of  about 
half  a  million  population  can  be  fairly  well  covered  with  from 
125  to  150  24-sheet  boards. 

Advertisers  who  need  only  a  few  posters  can  often  secure 
stock  posters  that  meet  their  needs.  These  may  deal  with 
clothing,  racing  events,  or  other  subjects  that  can  be  treated 
well  with  stock  designs.  The  name  of  the  advertiser,  dates, 
etc.,  can  be  advertised  by  means  of  special  posters.  Many 
national  advertisers  furnish  their  dealers  with  stock  posters 
of  good  quality. 

Signs  for  the  dealers  often  form  an  important  part  of  any  ad- 
vertising campaign.  Such  signs  are  treated  in  the  section  of 
this  book  devoted  to  dealer  aids. 

Regular  and  Special  Bill   Posting   Boards  and   Cost  of  Using 
("r"  Means  Regular;  "s,"  Special;  "ill., "Illuminated) 


City — town 


Full  showing 


No.  of 
posters 


Per 
month 


Alabama 

Birmingham 

Mobile 

One  other  city  with  a  population  of  25,000  to  50,000. 

Arkansas 
Little  Rock — N.  Little  Rock 

One  other  city  with  a  population  of  25,000  to  50,000. 

California 
Berkeley 

Long  Beach 

Los  Angeles 

Oakland 

Pasadena-So 

Pasadena 

Sacramento 

San  Diego 

San  Francisco 

Four  other  cities  with  a  population  of  25,000  to 

50,000 

Colorado 
Denver 

Pueblo 

One  other  city  with  a  population  of  25,000  to  50,000 

Connecticut 
Bridgeport 

Hartford 


$432.00 
201.60 
129.60 


330.40 
115.20 


300.00 
115.20 

2250.00 

775.00 

209 . 60 
240.00 

390.00 

2000.00 

955.00 

682.00 

244.00 
132.60 

567.60 
380.40 


POSTERS,  PAINTED  BOARDS,  BULLETINS 


575 


Regular  and  Special  Bill  Posting  Boards  and  Cost  of  Using 

Continued 


City — town 

Full  showing 

No.  of 
posters 

Per  month 

Connecticut 
New  Britain 

20 
40r 
8s 
32 
68 

32r 

68 

56r 
12s 

36r 
8s 

36. 

34 

48r 

68 

20 
24 
44 
16 

252r 
60s 
36 
36r 
4s 
20r 

48 

24 

262 

48 
36 
40 

80r 
12s 

$156.00 

Waterbury 

570.00 
276.00 

Five  cities  with  a  population  of  25,000  to  50,000. . . 

Delaware 
Wilmington 

514.80 

District  of  Columbia 
Washington 

Florida 
Jacksonville  District.       

380. 40 
703.20 

459.20 

So  Jacksonville                     .  .             

Tampa  District 

259 . 20 

Tampa                           

West  Tampa 

Two  other  cities  with  a  population  of  25,000  to 
50,000 

280 . 40 

Georgia 
Atlanta..                              

495.60 
144.00 

Macon 

172.80 

316.80 

One  city  with  a  population  of  25,000  to  50,000 

Illinois 

115.20 

East  St.  Louis 

3750.00 
259 . 20 

Peoria  District 

Rockf  ord 

399.20 

Springfield 

240.00 
172.80 

Eleven  cities  with  a  population  of  25,000  to  50,000.  . 

Indiana 
Evansville 

2125.80 
345.60 

Fort  Wayne 

259 . 20 

Gary  District.    .    . 

406.00 

Lowell 

McCool 

Merrillville 

Miller 

New  Chicago  . 

Porter 

Ross 

St.  John 

Wheeler 

Willow  Creek 

Cedar  Lake 

Chesterton . 

Clark ; 

East  Gary 

Gary 

Gibson 

GriflBth 

Hessville 

Highlands 

Liverpool                      .                                                . 

876.00 

576 


THE  ADVERTISING  HANDBOOK 


Regular  and  Special  Bill  Posting  Boards  and  Cost  of  Using 

CorUinued 


Full  showing 

City — town 

No.  of 
posters 

Per  month 

Indiana 
South  Bend 

22r 
4s 
36 

108 
22r 

48 

28r 
12s 
24 
78 

32 
20r 

4s 
24 

24 
72 
40 

92r 

128 

16 

28 

22 

112r 
16s 

32 

160r 
40s 
28 
40 
40 
32 
20 
27 
32 
40 
36 
20 
40 
28 
48r 
6s 
50 

196 

128r 

32s 

24 

48 

24 
160 

28r 

4s 

72r 

168 

Terre  Haute  District 

$258.40 
259 . 20 

North  Terre  Haute 

Terre  Haute 

West  Terre  Haute 

Six  cities  with  a  population  of  25,000  to  50,000 

Iowa 

929.60 

Des  Moines 

258.40 

Sioux  City 

621.60 
201   60 

Four  cities  with  a  population  of  25,000  to  50,666 .  .  . 

Kansas 
Kansas  City r 

593.20 
230  40 

Topeka 

Wichita 

244.00 
230  40 

Kentucky 
Covington 

172  80 

620.80 

Two  other  cities  with  a  population  of  25,000  to  50,000 
Louisiana 

288.00 

One  city  with  a  population  of  25,000  to  50,000 

Maine 
Portland  District .    . 

962.40 
115.20 

304 . 80 

Portland 

South  Portland 

Two  cities  with  a  population  of  25,000  to  50,000 .... 

Maryland 
Baltimore 

158.20 

Two    other  cities  with  a    population  of  25,000  to 
50,000 

1206.40 
301.60 

Massachusetts 
Boston 

2432.00 
304.80 

Cambridge 

486 . 40 

Fall  River 

312.00 

335 . 60 

Haverhill 

243 . 20 

262.80 

Lawrence 

230 . 40 

Lowell                               ... 

288.00 

411.00 

Maiden             

243 . 20 

New  Bedford 

379.20 

304 . 80 

Springfield            

Worcester 

Twelve  cities  with  a  population  of  25,000  to  50,000 

Michigan 
Detroit 

525.60 

563.40 

2129.00 

Flint 

2200.00 
250.00 

Grand  Rapids 

403 . 20 

Saginaw 

250.00 

Eight  cities  with  a  population  of  25,000  to  50,000. . . 

Minnesota 
Dvduth 

1180.60 

Minneapolis             

301 . 60 

918.40 

POSTERS,  PAINTED,  BOARDS,  BULLETINS 


577 


Regular  and  Special  Bill  Posting  Boards  and  Cost  of  Using 

Continued 


City — town 


Full  showing 


No.  of 
posters 


Per 
month 


St.  Paul         .                          .                     

72r 
16s 

100 
40r 
4s 

200r 
10s 
44 

24r 

4s 

24 
40r 

8s 

36 
14 

28r 
4s 

24 

24r 
4s 

28r 

78 

36 

60r 

8s 

82r 

148 

6111 
20 
40r 

l8 

44 
164 

40r 

48 

28 
200 

40a 
104r 

12iU 

128 

30 
200r 
1248 

20 

60r 
8s 

44 

56 

28 

32 

44 

257 
100 

32r 

8s 

24 

100 

Missouri 

918.40 
720.00 

St.  Joseph ...                  

St.  Louis ...                   

388.00 

Two  cities  ydth  a  population  of  25,000  to  50,000.  .  . 

Monta7ia 
Butte                                                                         

1690.00 
316.80 

Nebraska 
Lincoln                                                                             •  • 

252.80 
172  80 

172.80 

New  Hampshire 
Manchester                         

488.00 
294.80 

One    other    city    with    a   population    of   25,000   to 
50  000 

117.60 

New  Jersey 
Atlantic  City                     

Bayonne       

601 . 60 
172  80 

Camden 

Elizabeth 

272.80 

Hoboken                  

386.00 
259  20 

Newark 

600.00 

Passaic 

1180.00 
144  00 

Paterson .          

Trenton   

309.00 
408  00 

Nine  cities  with  a  population  of  25,000  to  50,000.  .  . 

New  York 
Albany                           

1473.60 

Binghamton 

408.00 
292  80 

Buffalo 

2640.00 

1288.80 
216  00 

New  York  City 

Niagara  Falls 

6000.00 
179  60 

Rochester 

Schenectady 

632.00 
408  00 

Syracuse 

403  20 

Troy 

201   60 

Utica-Whitesboro 

230  40 

316  80 

Eleven  other  cities  with  a  population  of  25,000  to 
50,000 

2134.60 
720.00 

North  Carolina 

Four  cities  with  a  population  of  25,000  to  50,000 

Ohio 
Akron 

430.40 
172.80 
720.00 

578 


THE  ADVERTISING  HANDBOOK 


Regular  and  Special  Bill  Posting  Boards  and  Cost  of  Using 

Continued 


City — town 


Full  showing 


No.  of 
posters 


Per 
month 


Ohio 


Cleveland 

Columbus 

Dayton 

Springfield 

Toledo 

Youngstown 

Twelve  other  cities  with  a  population  of  25,000  to 

50,000 

Oklahoma 
Oklahoma  City 


Two  cities  with  a  population  of  25,000  to  50,000. 

Oregon 
Portland 


Allentown. 
Altoona. . . 


Pennsylvania 


Bethlehem  and  So.  Bethlehem. 

Chester 

Erie 


Harrisburg 

Johnstown  District. 


Bonair 

Brownstown 

Daisy  town 

Dale 

East  Conemaugh. 

Echo 

Ferndale 

Franklin  Borough. 

Geistown 

Johnstown 

Lorane  Borough . . 

Rosedale 

Stony  Creek 

Westmont 

Lancaster 

Philadelphia 


Pittsburgh  District. 


Carnegie 

Coraopolis 

Edgewood 

Etna 

McKees  Rocks 

Millvale 

Mount  Oliver 

Pittsburgh 

Sewickley 

Sharpsburg 

Swissvale 

Wilkinsburg 

Reading 

Scranton 

Wilkes-Barre  District  (including  8  suburbs) . 


120r 
328 
60r 
12s 
44r 

88 

20r 
4s 
60r 
12s 
32r 
8s 

180 

32r 

4s 

38 

28r 
288 


16r 

48 

22 
22 
40r 

48 

24r 

48 

44r 

48 


24 
160r 

408 
140r 

208 


48 
56 
50 


$1664.00 
7&2.00 
516.80 
224.00 
732.00 
430.40 
1489.20 


330.40 
249.60 


1100.00 

350.00 

215.20 
158.40 
158.40 

408.00 

272.80 

436.80 


172.80 
2352.00 
1608.00 


345.60 
403.20 
360.00 


POSTERS,  PAINTED  BOARDS,  BULLETINS 


579 


Regular  and  Special  Bill  Posting  Boards  and  Cost  of  Using 

Continued 


Full  showing 

City— town 

No.  of 
posters 

Per 
month 

Pennsyloania 
York                      

24 
134 

24 
72r 

8s 
44 

28 
16 

16 

44 
32 
40r 

68 

40r 

68 

40 
8s 
2ill 

20r 
8s 

40 

48 

48r 
4s 

102 

40r 

8s 
16 

30r 

10s 

20 

64 

24 

58 

32r 
32s 

28r 
12s 
12r 
12s 

32 

16r 

4s 
16r 

4s 

28 

90r 
lOs 

156 

172.80 

Seven  other  cities  with  a  population  of  25,000  to 
50  000 

948.00 

Rhode  Island 
Pawtucket 

264.00 

Three  cities  with  a  population  of  25,000  to  50,000 

South  Carolina 
Charleston              

758.40 
316.80 

201 . 60 

One  other  city  with  a  population  of  25,000  to  50,000. 
South  Dakota 

One  city  with  a  population  of  25,000  to  50,000 

Tennessee 
Chattanooga        .                                                 ..... 

115.20 
115.20 
388.00 

268.80 

Memphis 

NashviUe 

438.00 

Texas 
Dallas 

438.00 

El  Paso.    .  .                      .        . 

575.00 

Forth  Worth 

390.00 
445 . 20 

Houston 

482.40 

San  Antonio.  . 

Five  other  cities   with  a  population  of  25,000  to 
50,000. 

425.60 
845.60 

Utah 
Salt  Lake  City 

One  other  city  with  a  population  of  25,000  to  50,000. 

Virginia 
Norfolk 

488.00 
186.40 

516.00 
144 . 00 

Richmond 

460.80 

172.80 

Three  other  cities  with  a  population  of  25,000  to 
50,000 

417.60 

Washington 
Seattle 

Spokane 

1250.00 

501.60 

Two  other  cities  with  a  population   of  25,000  to 
50,000 

475.00 
450.00 

West  Virginia 
Huntington 

Wheeling 

215.20 

Two  other  cities  with  a  population  of  25,000  to 
50,000 

235.20 
201.60 

Wisconsin 
Milwaukee 

Eight  other  cities  with  a  population  of  25,000  to 
50,000 

1002.00 
1158.80 

SECTION  26 
STREET-CAR  ADVERTISING 

The  street-car  card  is  a  small  poster  that  is  carried  around 
in  a  medium  of  very  general  use — the  street  car,  which  may  be 
a  trolley  car,  an  elevated  train  or  a  subway  train.  As  only  a 
few  cities  have  elevated  or  subway  traffic  fines,  most  car 
advertising  is  planned  for  trolley  cars. 

Population  Reached  by  Car  Advertising. — There  are  about 
50,000  pubfic  cars  in  the  United  States  (this  embracing 
approximately  3,000  towns)  carrying  cards,  more  than  four- 
fifths  of  these  being  electric  surface  cars,  the  remainder  being 
elevated,  subway  and  suburban  steam  railway  lines. 

The  readers  that  the  street-car  reaches  are  of  a  very  general 
sort,  more  general  than  those  reached  by  newspapers,  for  even 
people  who  are  not  fond  enough  of  reading  to  buy  newspapers 
and  magazines  must  ride  on  the  street-cars.  The  extensive 
use  of  automobiles  has  taken  from  the  street-car  a  percentage 
of  this  high-priced  circulation,  so  to  speak. 

In  most  cities  the  street-car  trafl&c  during  a  day  will  amount 
to  about  one-half  of  the  population  of  the  community  served, 
and  equal  the  total  number  of  newspapers  issued  by  all  the 
papers  in  that  community.  Of  course,  there  is  a  great  deal 
of  duplication,  as  there  is  in  newspaper  circulation,  and  the 
number  of  people  riding  does  not  afford  any  assurance  of  the 
number  of  persons  whose  attention  is  attracted.  In  general, 
the  person  riding  on  a  car  will  ride  twice  the  same  day. 

The  number  of  passengers  carried  per  car  per  day  varies 
considerably,  being  larger  in  the  more  populous  centers  where 
the  cars  are  crowded.  In  small  towns,  the  number  per  day 
often  does  not  exceed  250  to  300,  while  in  cities  like  New 
York,  Chicago,  Detroit  and  Boston  a  car  may  carry  as  many 
as  175  a  trip.  In  figuring  the  country  as  a  whole,  about  500 
can  be  taken  as  the  average  traffic  per  day. 

580 


STREET-CAR  ADVERTISING 


581 


A  Great  Military  Disaster 

"  May  be  a  national  calamity,  a  severe  affliction 
to  those  to  whom  it  brings  bereavement,  and 
a  public  misiortune  that  means  adversity  for 
thousands.  Avoid  the  trials  of  those  who 
grope  for  the  right  word,  by  using 

THE  FUNK  &  WAGNAL.1.8 

New  Standard  Dictionary 


jauwcKi  Of 


DoMpeiaf) 

'    BEAUTY     POWDER 
Fragrant,  Lasting 
Beautifying 


Fig.  1. — Four  good  examples  of  different  types  of  street-car  cards.  The 
Funk  &  Wagnall's  card  carries  as  many  words  as  can  be  carried  with  fair 
display.  In  the  Colgate  card  the  name  Colgate's  is  ingeniously  worked  out 
with  the  ribbon  of  dental  cream.  The  Pompeian  and  Graham  Cracker  cards 
are  good  examples  of  poster  effects. 


582  THE  ADVERTISING  HANDBOOK 

Points  in  Favor  of  Car  Advertising. — There  are  some  excel- 
lent arguments  for  advertising  in  street  cars: 

The  medium  is  one  by  which  the  advertiser  can  reach 
the  general  public  of  all  cities  and  towns  of  good  size,  including 
the  surrounding  territory. 

The  standard  size  card,  21  by  11  inches,  will  fit  all  trolley 
cars,  and  therefore  an  advertiser,  advertising  broadly,  can  use 
one  set  of  designs.  Cards  in  the  elevated  trains  and  some  of 
the  suburban  lines  measure  16  by  24  inches.  Special  spaces 
over  the  doors  in  certain  types  of  cars  measure  16  by  48  inches. 

The  cards  come  before  readers  when  many  of  them  are  at 
leisure  mentally,  and  therefore  in  a  favorable  state  of  mind 
to  receive  impressions.  There  are,  of  course,  some  counter 
attractions — reading  that  people  may  bring  with  them, 
scenery,  other  people,  etc.,  but  even  at  that  the  attention  of 
many  passengers  on  street  cars  is  of  a  roving  type  and  will 
fasten  on  anything  interesting. 

From  the  local  advertiser's  point  of  view,  the  trolley  car 
often  presents  an  opportunity  to  impress  the  shopper  on  the 
way  down  town. 

Most  of  the  cards  being  of  equal  size,  one  advertiser  has  no 
advantage  in  size  of  space  over  another. 

Color  may  be  used  freely. 

Reduction  of  Interest. — Crowded  conditions  lessen  to 
some  degree  the  effectiveness  of  street-car  advertising.  While 
the  passenger  who  has  to  stand  may  read  the  card  directly  in 
front  of  his  eyes,  his  opportunity  to  gaze  at  other  cards  is 
restricted. 

With  most  street  cars  now  having  seats  arranged  across  the 
width  of  the  car  rather  than  along  the  length,  the  cards  that 
are  placed  in  a  frame  at  the  extreme  end  of  the  car  have  the 
advantage  in  the  way  of  position.  The  new  method  of  seating 
is  not  so  favorable  to  attention  to  advertising  along  the  side 
of  the  cars  as  the  old  method. 

Class  of  Advertising  Suited  to  Cars. — The  promoter  of  any 
kind  of  advertising  space  is  inclined  to  argue  that  his  space  is 
good  for  all  classes  of  advertisers.  The  truth  is,  however,  that 
most  mediums  are  much  better  adapted  to  certain  forms  of 
advertising  than  to  others.     The  car  card,  Hke  the  poster, 


STREET-CAR  ADVERTISING 


583 


Hit-  lc\U!!l"  iU.irk  llnluj)ri«)l 


ARROW^ 

Soft  Collar^ 

Gdhe  quality  that        ' 
put  these  collars 
in  premier. place 

IS  THE  QtJALrrY  YOU 
ARE  GETTING  TODAY 


As  Refreshing  as  it  Looks 
And  Nourishing  as  Well 


"The  Cream  mth  that 
Different  Taste" 


Where  Everyone  Dines  in  Comfort 

The  finest  and  most  perfectly  appointed  restaurant  ;. 
in  the  city.    Seasonable  Specialties.    Prompt  and 
Courteous  Service. 


South  3,J  S. 

Sea  Foods  Our  Specialty 


Fig.  2. — The  art  work  of  the  Holeproof  card  is  excellent.  The  Arrow  Collar 
example  shows  possibilities  for  effective  illustration  of  the  product  and  strong 
display  for  the  principal  wording. 

The  remaining  two  cards  are  good  examples  of  the  work  of  a  car  adver- 
tising service  bureau.  ^ 


584  THE  ADVERTISING  HANDBOOK 

is  best  adapted  to  those  forms  of  publicity  where  the  informa- 
tive or  reminding  point  can  be  compressed  into  a  sentence  or 
two.  Space  is  lacking  for  those  appeals  where  detailed 
explanation  is  necessary;  that  is,  unless  the  message  is  such 
that  the  various  points  of  the  appeal  could  be  judiciously 
separated  on  different  car  cards. 

The  car  card,  for  example,  cannot  do  for  the  dry-goods 
store  what  newspaper  advertising  will  do,  and  yet  it  may  prove 
very  effective  for  the  specialty  store,  the  local  business  college, 
the  bank,  or  a  restaurant. 

The  car  card  may  have  a  supplemental  value  for  an  adver- 
tiser even  when  it  cannot  be  used  as  the  principal  medium.  A 
large  dry-goods  store,  for  example,  may  use  car  cards  to  exploit 
its  delivery  service,  its  location,  its  size  or  some  other  special 
feature  that  may  be  expressed  in  a  sentence  or  two  and  which 
may  possibly  play  a  real  part  in  drawing  customers. 

Costs  of  Car  Advertising. — ^Taking  the  country  as  a  whole, 
the  cost  of  street-car  advertising  will  run  about  50^  per  car 
per  month  on  the  basis  of  a  year's  contract.  On  contracts 
running  less  than  a  year,  the  rate  is  usually  increased  25  per 
cent,  for  a  month's  run,  20  per  cent,  for  a  two  months'  run, 
15  per  cent,  on  a  three  months'  run,  and  10  per  cent,  increase 
for  any  other  period  less  than  a  year. 

In  New  York,  for  example,  the  rate  runs  from  70j;f  to 
$1.25  per  car  per  month,  but  in  certain  lines  a  higher  rate — 
running  from  $2.50  to  $3  per  car — is  charged. 

In  Chicago,  where  some  5,000  cars  are  operated  on  all  lines, 
the  cost  for  a  year's  advertising,  running  one  card  in  each  car, 
will  run  to  approximately  $3,000  a  month. 

In  a  city  of  150,000,  where  125  cars  are  operated  during  the 
winter,  with  a  slight  increase  during  summer  months,  rates 
at  present  are  $75  a  month  for  one  card  in  each  car,  on  the 
basis  of  a  5-year  contract.  Some  advertisers  are  operating 
in  this  territory,  at  the  time  of  publishing  this  volume,  on 
contracts  that  are  $15  to  $20  a  month  under  the  current  rate 
asked. 

In  a  small  city  of  the  size  of  Easton,  Pa.,  the  cars  reaching 
a  city  territory  of  about  50,000,  the  cost  is  $31.50  a  month  for 
one  card  in  each  car,  and  60  cars  are  operated. 


STREET-CAR  ADVERTISING 


585 


Some  car-advertising  companies  will  accept  business  for  one 
week.  Most  controllers  of  this  form  of  space,  however,  work 
for  yearly  contracts  only  and  are  not  desirous  of  taking 
shorter  orders. 

Some  55,000  to  60,000  cards  per  month  would  be  required 
to  place  a  card  in  every  car  in  the  United  States  that  carries 
advertising  space.  This  quantity  of  cards  could  hardly  be 
printed  at  less  than  Ijzf  or  l}i^  each,  and  might  cost  con- 
siderably more. 


^^H  "^  \ . 'I^^^^a^^^w  r#i 

H^  ^  EL  spo<7i^ljr"±SLSty 
B           -^^^^f      ^^^  oPthe  eleven 

P^CHIIRHS 

1^^^^              FRUIT  TABLETS^  "^ 

■  MadebyCHARMS  CO.NewarkJ|^ 

Fig.  3. — One  specimen  of  a  remarkable  series  of  street-car  cards.  The 
eleven  different  flavors  of  Charms  were  advertised  in  cards  of  this  style 
with  the  fruit  and  the  tablets  in  natural  colors. 

The  figures  given  here  cover  a  full  run;  that  is,  a  card  in 
each  car  and  provision  for  a  monthly  change  of  copy.  Some 
advertisers  have  adopted  the  plan  of  running  two  cards  in  a 
car,  one  on  each  side,  but  this  plan  is  unusual. 

Central  Organization  for  Handling  Car  Advertising. — In 
most  cities  of  good  size,  car  advertising  may  be  placed  by 
the  local  advertisers  with  a  resident  representative  or  office 
controlling  the  car  space  for  that  community  and  perhaps 
adjacent  communities. 

The  national  advertiser  may  place  an  order  through  a 
central  organization,  controlling  by  far  the  larger  part  of  the 
street-car    advertising   throughout    the    United    States.     In 


586 


THE  ADVERTISING  HANDBOOK 


this  way  a  great  many  smaller  contracts  may  be  avoided,  and 
the  accounting,  placing,  checking,  etc.,  greatly  simplified. 

Hints  on  Preparation  of  Street-Car  Cards. — While  some 
fairly  readable  cards  contain  as  many  as  fifty  words,  the 
advertiser  who  has  copy  consisting  of  from  20  to  40  words 
will  have  a  much  better  setting. 


The  Best  You  Ever  Tasted 

WARD'S 
POUND  CAKE 


fVAilETIES  1 

LADY  WHITE  I 

WALNUT  I 

RAISIN  I 

GOLDEN  i 

ARK  FRUIT  i 


Fig.  4. — Good  example  of  the  small  posters  run  in  subway  cars  in  special 
end  position.  This,  in  the  original  colors,  was  very  attractive.  The  general 
background  was  light  blue  with  dark  blue  used  as  the  background  of  the  panel 
in  the  center.  The  top  line  was  in  white,  and  orange  was  used  for  "Ward's 
Pound  Cake."     The  cake  itself  was  in  natural  colors. 

If  the  card  is  so  laid  out  that  a  heading  is  provided  for, 
then  there  will  be  room  for  only  three  or  four  lines  of  body 
matter  set  in  a  good  size  of  type.  If  the  setting  of  the  card  is 
to  be  in  a  uniform  size  of  type — no  headline  set  in  a  larger 
size — there  will  be  ample  room  for  five  or  six  lines  of  text  and 
a  signature  line. 


STREET-CAR  ADVERTISING  587 

Among  the  types  that  are  particularly  suitable  for  car  cards 
are  the  following:  Cheltenham  Bold,  Caslon  Bold,  Post, 
John  Hancock,  Blanchard,  DeVinne,  Foster,  Webb,  Gothic. 

It  is  better  to  use  sizes  from  48-point  up  to  124-  and 
144-point.  Smaller  sizes  may  look  readable  when  the  proof 
of  the  card  is  held  in  the  hand,  but  they  will  look  weak  when 
the  card  is  in  place  in  the  cars.  Sometimes  a  single  line  of  a 
size  as  small  as  36-  or  42-point  will  suffice  as  a  detail  under 
a  main  display.  Proof  of  street-car  cards  should  not,  by  the 
way,  be  judged  at  arm's  length.     View  it  across  a  room. 

Cards  on  tinted  stock  give  excellent  results  when  color  is 
used  for  the  type.  A  rich  brown  ink  on  India  color  board, 
for  example,  will  be  distinctive. 

Many  advertisers  print  their  cards  on  both  sides  so  they 
may  be  reversed  and  a  change  of  copy  afforded  with  one  card. 

Where  an  advertiser  is  using  a  large  number  of  cards,  he 
should  have  a  number  of  different  pieces  of  copy  shown  during 
the  same  week  or  month,  so  that  a  reader  does  not  see  the 
same  advertisement  every  time  he  notices  the  appeal. 

Most  advertisers  using  street-car  cards  hold  to  the  plan  of 
having  a  card  present  only  a  single  idea.  There  is  strength  in 
this  concentration,  and  yet  the  rule  to  use  only  one  idea  to  a 
card  need  not  be  an  invariable  one,  as  there  are  occasions 
when  a  card  may,  with  advantage,  make  several  good  points. 

Writing  advertisements  for  car  cards  is  the  finest  kind  of 
training  in  the  preparation  of  copy.  There  is  no  room  for 
useless  introductions  or  twaddle.  With  a  sentence  or  two 
the  advertiser  must  put  before  the  reader  a  telling  thought — 
something  that  will  arrest  attention,  make  an  impression,  be 
remembered.  There  is  room,  at  the  same  time,  to  plant  a  real 
selUng  point  or  possibly  several  if  the  copy-writer  is  capable. 

Because  a  street-car  advertisement  must  be  concise  is  no 
reason  for  making  the  appeal  a  mere  generality.  A  cigar 
advertisement  that  has  run  for  a  long  time  in  the  cars  reads 
as  follows:  "Ask  for  Bowman's  Cigar.  They're  right." 
This  is  hardly  more  than  name  publicity  and  probably  has 
little  effect  on  the  cigar  buying  public. 

If  there  is  nothing  of  an  educational  or  interest  appeal  to  the 
article,  nothing  that  can  be  put  before  the  public  that  it  will 


588  THE  ADVERTISING  HANDBOOK 

remember,  then  the  advertiser  will  do  well  to  consider  the 
advisability  of  saving  his  money  rather  than  to  buy  space  at 
all. 

Street-car  advertising,  just  like  other  forms  of  advertising, 
requires  a  purpose,  a  program.  The  advertiser  who  merely  runs 
a  card  or  two  containing  his  name,  or  the  name  of  his  product 
and  perhaps  a  slogan,  will  fail  to  get  the  benefit  that  should  be 
his.  His  argument  should  be  laid  out  in  a  connected  series 
of  advertisements,  so  planned  that  they  will  sustain  the 
interest  of  the  reader  and  be  remembered. 


lEiNZBAKEDIiS 

4  Kinds-All  oven  baked  ^=— 


Fig.  5. — This  example  from  the  Heinz  series  of  street-car  cards  shows 
how  four  related  products  can  be  efifectively  advertised  on  one  card,  along 
with  a  good  name  display  and  a  bit  of  information  about  the  beans. 


Illustrations  on  car  cards  must  be  simple  and  strong. 
There  is  no  room  for  frills,  fancy  backgrounds  and  the  like. 

Teaser  Advertisements. — The  street-car  has  been  the 
favorite  medium  of  a  number  of  advertisers  for  carrying  out 
campaigns  in  which  'leaser  advertisements"  were  used.  A 
preliminary  card  will  be  used  with  some  such  copy  on  it  as 
"Don't  use  your  neighbor's,"  and  after  some,  three  or  four 
curiosity-  and  interesting-stimulating  advertisements  are 
used,  the  plain  argument  for  the  product  will  be  given.  A 
variation  of  this  is  a  style  of  copy  introduced  by  one  of  the 
street-car  companies  for  an  undertaker.  The  first  card  came 
out  as  an  announcement  made  by  the  local  representative  of 
the  street-car  advertising  company  in  about  the  following 
style: 


STREET-CAR  ADVERTISING  589 


I  have 

about  talked 

my  head  off  trying 

to 

convince 

Fred    Fullmer 

that    it    is  ethical 

to 

advertise 

the  undertaking  business.     He  can't 

see  it. 

But  I'll 

convince  him 

yet. 

J.  B.  Alexander, 

Representative  Street  Railways  Advertising  Co. 

Miscellaneous  Points. — A  number  of  national  advertisers 
furnish  excellent  car  cards  to  their  dealers,  leaving  space 
for  the  imprint  of  the  dealer's  name  and  address,  or  even 
going  so  far  as  to  do  this  imprinting  for  him. 

The  service  departments  of  street-car  advertising  companies 
make  up  some  excellent  series  of  cards  adapted  to  various  lines 
of  local  businesses — banks,  ice-cream  parlors,  business  schools, 
drug  stores,  tailor  shops,  laundries,  restaurants,  etc.  These 
cards  are  in  many  instances  fine  examples  of  copy  and  illus- 
tration. Though  it  is  often  desirable  to  make  the  copy  apply 
a  little  more  specially  to  the  type  of  advertiser  using  the  cards, 
the  fact  remains  that  the  local  advertiser  could  hardly  afford 
to  go  to  the  expense  of  making  up  as  well  illustrated  and  well 
printed  cards  as  the  syndicate  series  afford  him. 

Many  advertisers  make  good  use  of  the  opportunity  that  the 
street-car  affords  to  present  their  package  or  their  product  to 
the  public  in  actual  colors.  In  this  way  street-car  advertising 
may  be  made  strongly  supplemental  to  black-and-white  adver- 
tising in  the  newspapers  or  the  magazines. 

Color  in  car-advertising  is  something  to  be  used  with  judg- 
ment. Often  it  happens  that  the  advertiser  using  three  or 
four  colors  for  his  car  cards  winds  up  with  a  very  unsatis- 
factory color-muddle  that  is  not  as  effective  as  simple  black 
and  orange  printing  would  have  been.  The  Charms  card, 
Figure  3,  was,  in  the  original,  a  fine  example  of  effective  color. 


590  THE  ADVERTISING  HANDBOOK 

Gray  unless  very  light  should  not  be  used  as  a  background. 
This,  and  other  such  colors  as  light  blue,  etc.,  are  very 
effective  as  borders. 

Orange  is  one  of  the  very  best  selections  for  the  color  lines, 
but  a  line  set  in  small  type  will  be  stronger  in  black  than  in 
orange. 

It  is  well  to  remember  that  in  reading  cards  the  eye  is 
traveling  from  below  upward  as  a  rule,  and  gives  its  first 
attention  to  the  lower  half  of  the  card. 


SECTION  27 
'  MOVING  PICTURES 

The  moving  picture  has  grown  rapidly  in  favor  as  a  medium 
of  education  and  of  advertising.  It  is  not  Hkely  to  replace 
such  mediums  as  magazines  or  newspapers,  but  has  won  its 
place  and  is  apparently  destined  to  take  a  larger  place,  for  it 
informs  while  entertaining,  it  has  the  concentrated  attention 
of  the  reader  or  observer  to  a  high  degree,  and  the  audience 
may  be  provided  for  the  advertiser  with  little  effort  on  his 
part. 

Moving  pictures  are  used  successfully  in  the  following  ways : 

1.  Shown  in  the  general  type  of  moving-picture  theater 
or  house  from  film  provided  by  the  advertiser  and  circulated 
through  some  picture-distributing  agencj^,  which  may  or  may 
not  furnish  the  advertiser  with  a  schedule  showing  where  and 
when  the  picture  is  to  be  run,  the  audience  present,  etc. 

2.  Shown  in  moving  picture  theater  or  house  by  a  local 
dealer  or  agent,  who  secures  the  film  from  the  advertiser  and 
makes  the  necessary  arrangement. 

3.  Film  prepared  by  the  advertiser  and  sent  out  only  by 
request  to  schools,  boards  of  trade,  engineering  societies, 
employers  having  entertainment  halls,  etc. 

4.  Film  provided  by  the  advertiser  for  his  own  representa- 
tives, who  carry  their  apparatus  and  run  the  film  before  pur- 
chasing committees,  boards  of  directors,  or  other  groups — 
even  general  audiences. 

The  present  distribution  of  industrial  or  advertising  films 
is  probably  in  the  order  named.  There  are  now  a  good 
number  of  reliable  organizations  that  will  undertake  to  help 
an  advertiser  to  prepare  a  suitable  film  and  to  secure  a 
broad  distribution  of  a  number  of  copies.  Some  of  these 
organizations  are  prepared  to  notify  the  advertiser  weeks  in 

591 


592 


THE  ADVERTISING  HANDBOOK 


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Fig.  1. — Letter  used  by  national  advertiser  in  introducing  short  moving 
picture  to  dealer.  One  of  the  cards  shown  is  to  be  used  by  dealer  in  requesting 
the  use  of  the  film.  The  other  card  is  a  sample  of  the  invitation  card  sent 
out  by  dealers  to  their  mailing  lists. 


MOVING    PICTURES  59S 

advance  of  the  showing  of  his  film  so  that  he  may  in  turn  notify 
his  local  dealers  or  representatives  and  take  full  advantage  of 
the  exhibition.  Usually  the  better  class  of  moving-picture 
houses  object  to  the  distribution  of  advertising  matter  of  any 
kind  in  connection  with  the  showing  of  the  film,  but  there  are 
instances  in  which  a  magazine  or  house  organ  connecting 
with  the  picture-story  may  be  distributed  at  the  door  of  the 
theater. 

Working  through  Dealers. — Figure  1  shows  the  method 
by  which  one.  industrial  advertiser  presents  a  moving  picture 
to  his  local  dealers  and  the  card  furnished  the  dealer  to  use  in 
advertising  the  picture.  The  dealer  arranges  with  the  moving- 
picture  theater  to  honor  all  the  invitation  cards  that  are  pre- 
sented, and  pays  the  theater-proprietor  for  these.  The  plan  is 
effective  as  far  as  it  goes,  but  considerable  correspondence  is 
required  in  order  to  get  dealers  to  arrange  for  the  showing  of 
the  film,  to  have  the  film  returned,  etc.  The  advertiser 
here  referred  to  merely  furnishes  the  film  and  pays  the  express 
charges  on  it  both  ways.  If  he  asks  the  dealer  to  forward  the 
film  to  another  dealer,  the  express  charges  are  learned  and 
the  first  dealer  given  credit  for  the  amount.  One  advantage 
of  this  method  is  that  the  dealer  takes  more  interest  in  the 
showing  of  the  picture  where  he  plays  an  active  part  in  the 
showing  of  it.  On  the  other  hand,  unless  the  dealer  has  a 
great  deal  of  interest  in  the  product  that  is  the  subject  of  the 
picture,  he  will  not  bother  with  the  trouble  and  expense  of 
arranging  for  a  showing. 

Where  the  Advertiser  Provides  His  Audience. — Plan  3  has 
good  possibilities.  The  advertiser  can  make  known  by 
indirect  methods  the  existence  of  his  interesting  film  and  have 
it  shown  by  request.  Many  societies  and  other  assembhes 
are  looking  for  interesting  features  for  their  meetings,  and  the 
pubHcity  that  a  good  moving  picture  secures  on  such  occasions 
is  worth  all  that  it  costs. 

The  objection  to  Plan  4  is  that  if  the  advertiser  or  his 
representative  has  to  rent  a  hall  or  a  room  in  which  to  show 
the  picture  and  advertise  for  an  audience,  the  expense  is 
considerable.  Such  advertisers  as  the  National  Cash  Register 
Company,    Eastman    Kodak    Company    and    others    have, 

38 


594  THE  ADVERTISING  HANDBOOK 

however,  carried  out  such  programs  successfully,  providing  a 
good  evening's  entertainment  and  attracting  large  audiences. 

Costs. — The  cost  of  producing  and  showing  moving  pictures 
has,  like  other  advertising  costs,  advanced  considerably.  The 
following  items  should  be  taken  only  as  a  general  guide. 

One  advertiser  had  prepared  a  series  of  fifty-two  one-reel 
educational  pictures  to  be  distributed  through  twenty-five 
offices  of  a  distributing  corporation,  reaching  2,500  theaters 
and  giving  approximately  5,000  showings,  day-exhibitions, 
and  audiences  totaling  about  8,000,000,  for  the  cost  of  $15,000. 

Another  film  corporation  offers  to  produce  one-reel  pictures, 
1,000  feet  long,  supplying  these  to  about  3,500  theaters  through 
state  organizations,  the  negative  of  the  picture  to  cost  not 
less  than  $2,000  nor  more  than  $4,000,  sixty  copies  to  be 
produced  at  the  cost  of  $100  each,  making  an  additional 
$6,000,  and  to  give  a  circulation  of  approximately  6,000  theater- 
days  at  an  average  of  $4  per  theater-day. 

Another  film  corporation  estimates  a  cost  of  $7,500  for 
producing  a  1,000-foot  negative  and  $2,500  for  a  100-foot 
negative,  known  as  a  ''trailer."  Prints  from  these  negatives 
are  estimated  to  cost  nine  cents  a  foot  on  orders  of  fewer 
than  five,  and  eight  cents  a  foot  on  orders  of  five  or  more. 
Distribution  is  charged  for  on  a  cost-plus  basis. 

A  third  organization  charges  $1.50  per  foot  for  the  produc- 
tion of  a  negative  and  does  not  attempt  distribution. 

Still  another  concern  charges  one  dollar  a  foot  for  negative 
work,  with  extra  for  traveUng  expenses.  Prints  are  made  on 
non-inflammable  stock  at  ten  cents  a  foot. 

Another  producer  takes  contracts  for  the  production  of 
pictures  on  the  basis  of  $5  per  day  per  reel  per  moving-picture 
house,  guaranteeing  high-class  theater  distribution  through 
independent  exchanges. 

Finally,  a  concern,  one  of  the  largest  in  the  country,  quotes 
from  $1.50  to  $2  per  running  foot  for  production  of  negative, 
with  extras  for  traveling  expenses,  professional  actors,  etc., 
and  charges  from  $4  to  $5  a  day  per  reel  per  theater  for 
showings,  guaranteeing  the  showings. 

Character  of  Picture. — Moving  pictures  designed  for 
publicity  or  promotion  purposes  range  all  the  way  from  very 


MOVING    PICTURES  595 

short  films,  of  from  one  hundred  feet  to  several  reels  of  one 
thousand  feet  each.  Unless  the  picture  is  unusually  entertain- 
ing, it  is  manifestly  easier  to  have  a  short  film  shown  in  the 
high-class  theaters  than  a  longer  one. 

Many  of  the  pictures  have  been  of  the  comic-cartoon  type, 
a  little  business  sense  or  business  message  being  skilfully 
interwoven. 

Still  more  pictures  have  been  of  the  educational  type, 
showing  the  origin  of  raw  materials,  interesting  methods  of 
manufacture,  etc. 

Some  advertisers  have  been  very  successful  in  weaving 
a  good  human-interest  story  into  the  educational  story. 

Advertisers  are  often  so  anxious  to  secure  direct  advertising 
value  from  their  moving  pictures  that  they  make  them  too 
commercial  and  thus  defeat  their  own  purposes.  Theater 
managers  will  probably  refuse  to  run  pictures  that  advertise 
certain  products  openly.  It  is  possible  to  bring  in  the  adver- 
tiser's name  in  a  casual  way.  For  example,  in  a  picture 
showing  the  making  of  automobile  tires,  the  factory  scenes 
could  be  such  as  to  make  it  clear  to  the  reader  that  the  build- 
ings are  those  of  a  certain  company.  It  is  not  necessary  for 
any  statement  to  be  made  about  the  quality  of  the  product. 
It  is  much  better  to  let  the  story  be  such  a  natural  one  that 
the  audience  does  not  realize  that  there  is  a  commercial 
motive  behind  the  production  or,  at  least,  does  not  object. 

Whether  professional  actors  should  or  should  not  be  engaged 
depends  on  the  character  of  the  picture  to  be  produced. 
Good  actors  will  be  necessary  with  some  stories.  In  factory 
scenes  and  the  like,  the  regular  workers  will  make  a  more 
realistic  picture  than  professional  people  who  would  have 
great  difficulty  in  performing  the  operations  or  tasks  to  be 
pictured. 

There  should  be  some  central  or  chief  motive  behind  every 
moving  picture.  This  may  be  a  safety-first,  sanitation, 
efficiency,  economy,  or  some  other  prominent  thought. 
Unless  there  is  this  central  idea,  the  picture  as  a  whole  will 
not  leave  a  deep  impression. 

The  Cartoon  Movie. — A  type  of  short  moving  picture  that 
has  proved  popular  from  the  advertising,  industrial  or  edu- 


596 


THE  ADVERTISING  HANDBOOK 


cational  points  of  view  is  that  known  as  the  ''cartoon"  style. 
By  the  use  of  a  continuous  series  of  cartoons  into  which  real 


^P^"-' 


Fig.  2. — Page  of  circular  used  in  exploiting  the  Goodrich  Tire  picture.     Also 
two  cartoons  adopted  from  the  picture  itself. 

humor  is  introduced,  an  entertaining  feature  is  introduced 
that  makes  possible  the  presentation  of  a  story  that  would 
otherwise  be  commonplace. 


MOVING   PICTURES  597 

A  tire  company,  for  example,  wishes  to  put  before  the 
public  information  as  to  the  care  of  tires,  and  yet  if  this  is 
done  in  the  ordinary  way,  it  is  not  likely  that  the  patrons  of 
a  moving-picture  theater  will  welcome  the  feature.  Accord- 
ingly, the  information  is  set  forth  in  the  form  of  a  humorous 
story.  Tires  are  shown  leaving  automobiles  and  going  on  a 
strike.  They  roll  up  the  steps  into  an  assembly  hall,  and 
a  number  of  crippled  and  decrepid  tires  take  their  place  on 
the  stage.  One  by  one  they  come  to  the  center  of  the  stage 
and  tell  their  sad  stories  of  misuse  to  the  chairman  of  the 
meeting,  who  writes  their  complaints  on  a  blackboard.  The 
blackboard  talks  are  then  shown  in  closer  views,  so  as  to  be 
readily  readable.  The  tire  that  was  used  under-inflated 
tells  his  story,  and  then  his  ''interior"  is  shown  to  the  audi- 
ence so  his  cracked  sides  may  be  seen.  A  comical  figure  of  a 
woman  is  shown  coming  down  the  street,  and  an  equally 
comical  figure  in  an  automobile  is  shown  craning  his  neck  to 
see  her,  while  he  drives  his  automobile  straight  into  a  curb. 
The  machine  comes  to  a  stop  with  a  smash,  and  the  driver 
catapults  over  the  front,  but  he  gets  up,  kicks  the  tire  and 
says  it  is  all  right.  A  view  of  the  tire  is  then  shown  from  the 
inside. 

Another  view  is  shown  of  a  temporary  patch,  with  advice  as 
to  a  permanent  patch,  but  the  permanent  patch  isn't  put  on. 
In  a  later  view,  the  tire  is  shown  blowing  up.  The  "cartoon 
ambulance"  arrives,  but  they  look  at  the  tire  sadly,  say  ''Too 
late"  and  carry  the  stretcher  off  softly.  The  car-owner 
drops  over  in  despair,  and  winged  dollars  leap  out  of  his 
pocket  and  fly  away. 

Nothing  about  the  manufacturer  appears  in  this  picture 
except  in  the  last  view  where  the  name  of  the  B.  F.  Goodrich 
Company  appears  on  the  envelope  into  which  all  the  black- 
board talks  are  slipped.  The  picture  as  a  whole  is  entertain- 
ing and  wins  considerable  applause.  Figure  2  illustrates 
something  of  this  movie  and  the  Goodrich  Company's  method 
of  presenting  it  to  the  trade. 

There  are  great  possibilities  in  the  direction  of  putting 
humor  and  other  entertainment  into  educational  and  pro- 
motional moving  pictures. 


SECTION  28 
DIRECTORIES  AND  CATALOGS 

Directory  advertising  may  be  effective  advertising  if  the 
directory  used  is  one  that  the  advertiser's  purchasers  or 
prospective  purchasers  really  consult  in  large  numbers. 

Legitimate  and  valuable  directories  have  been  injured  as 
advertising  mediums  by  the  publication  of  numerous  large 
books  that  are  not  really  consulted  to  any  noteworthy  degree 
by  the  consumers  or  buyers  who  are  supposed  to  use  them  and 
whose  value  exists  to  a  large  extent  in  the  minds  of  the  publish- 
ers or  solicitors. 

Study  of  Reader  Habit. — Arriving  at  the  value  of  a  directory 
calls  for  a  good  knowledge  of  the  buying  habits  of  people  and  a 
close  investigation  of  the  standing  of  the  directory  in  question. 
It  is  idle  to  expect  buyers  of  certain  products  to  consult  a 
directory.  A  great  many  classes  of  goods  are  bought  through 
habit  at  retail  stores  or  direct  from  manufacturers,  and  even  if 
the  buyer  had  a  directory  of  such  products,  he  or  she  probably 
would  not  consult  it.  Yet  in  certain  trades  and  professions 
there  are  directories  or  catalogs  that  serve  a  very  useful 
purpose  and  are  consulted  regularly  by  purchasing  agents, 
buyers,  engineers,  architects,  storekeepers,  etc.  Some  of  these 
directories  consist,  for  a  large  part,  of  technical  information 
that  is  valuable  and  which  induces  those  who  have  the  volume 
to  consult  it  more  regularly.  Works  of  this  type  exist  in  the 
architectural,  mechanical,  mining,  and  chemical  fields. 

Standing  of  Volume. — A  directory  to  be  of  much  value  to  an 
advertiser  must  be  fairly  representative  of  the  field  it  purports 
to  cover.  If  it  lists  only  those  manufacturers  or  dealers  who 
can  be  induced  to  purchase  extra  advertising  space,  its  value 
is  very  limited  and  probably  far  below  the  price  charged  for 
representation.  On  the  other  hand,  if  it  is  an  entirely  new 
book,  unless  its  first  edition  is  a  remarkable  one  from  the 

598 


DIRECTORIES  AND  CATALOGS  599 

utility  point  of  view,  the  advertiser  will  simply  be  taking  a 
gamble  if  he  purchases  representation.  It  takes  time  to  get  a 
large  number  of  buyers  of  any  group  into  the  habit  of  consult- 
ing a  general  catalog,  a  directory  or  a  guide  before  making 
their  purchases.  Such  a  book  is  likely  to  be  lost  or  become 
misplaced  or  forgotten. 

In  general,  it  may  be  said  that  directory-advertising  is  use- 
ful mainly  to  those  advertisers  whose  goods  or  products  are 
wanted  by  the  buying  public  at  irregular  intervals.  Where 
purchases  are  made  regularly  or  locally,  the  informative  kind 
of  advertising  in  mediums  that  people  give  attention  to  natur- 
ally, in  their  ordinary  habits  of  living,  is  the  more  logical 
method. 

One  may  consult  a  directory  to  see  where  the  various  steam- 
shovel  manufacturers  are  located,  or  he  may  go  to  the 
telephone  directory  to  locate  the  antique  furniture  stores  of 
the  city.  But  such  a  buyer  would  not  look  up  a  clothing 
store  in  a  directory,  nor  seek  the  announcement  of  a  paint 
manufacturer  there. 


SECTION  29 
CALENDARS 

Calendars  fall  in  the  "reminding"  class  of  advertising, 
though  they  may  inform  in  a  brief  way.  The  calendar  is 
really  an  indoor  poster,  as  it  were,  and  may  be  treated  as 
such  from  the  advertising  point  of  view. 

It  is  said  occasionally  that  so  many  calendars  are  sent  out 
that  it  is  difficult  for  an  advertiser  to  get  a  large  proportion 
of  his  calendars  posted.  But  this  waste  or  failure  is  also  true 
of  other  forms  of  advertising,  and  if  an  advertiser  can  design  a 
calendar  so  beautiful,  unique  or  useful  that  it  is  put  up  by  a 
good  proportion  of  the  people  to  whom  it  is  sent,  the  medium 
may  be  an  efficient  one. 

Sale  of  Calendars  to  Retailers. — A  large  advertiser  of  cream 
separators  finds  that  the  distribution  of  from  one  million  to 
two  million  calendars  every  year  through  his  dealers  is  the 
best  method  he  has  of  letting  people  know  the  dealer  in  their 
community  who  sells  his  separator.  This  advertiser  is  a 
large  user  of  farm-magazine  space,  but  he  has  so  many  dealers 
that  it  is  out  of  the  question  to  advertise  a  list  of  them  in  the 
farm  papers  used,  and  yet  it  is  vital  to  let  prospective  pur- 
chasers of  this  high-grade  separator  know  who  in  the  commu- 
nity represents  the  advertiser.  These  calendars  are  designed 
and  published  by  the  advertiser  and  offered  to  dealers  at  about 
two-thirds  of  the  cost.  The  dealer,  being  required  to  pay 
two-thirds  of  the  cost,  acquires  a  real  interest  in  the  effective 
distribution  of  the  calendars.  Other  advertisers,  following 
this  same  plan,  have  required  dealers  to  pay  the  full  cost  of 
the  calendars,  but  in  at  least  one  case  the  advertiser  has 
not  put  his  own  advertising  on  the  calendars  unless  the 
dealer  desires  to  have  the  advertiser's  product  named  in  his 
card  as  one  of  the  commodities  he  sells.  What  the  advertiser 
gains  in  this  case  is  that  the  dealer  distributes  a  quantity  of 

600 


CALENDARS  601 

calendars  that  advertise,  in  a  general  way  at  least,  what  the 
manufacturer  sells.  One  large  cement  company  distributes 
yearly  in  this  way  about  fifty  thousand  "concrete  construc- 
tion'' calendars,  and  most  dealers  when  they  buy  these, 
voluntarily  name  the  advertiser's  cement  as  one  of  the 
commodities  they  exploit  in  the  business  card  on  the  calendar. 

Plans  for  Distributing  Calendars. — It  is  customary  for 
firms  issuing  calendars  to  maintain  a  mailing  list  for  effective 
distribution.  This  mailing  list  may  consist  of  purchasing 
agents,  professional  buyers,  engineers,  chemists,  farmers, 
architects,  county  officials,  or  whatever  group  the  advertiser 
appeals  to. 

One  large  user  of  calendars  has  a  Spanish  and  a  Portuguese 
translation  of  his  calendar  made  every  year  and  sends  these 
editions  to  all  of  the  engineers,  construction  companies  and 
building-material  dealers  of  South  America. 

The  monthly  calendar  sent  out  every  thirty  days  has  been 
used  by  a  number  of  advertisers  with  apparent  success. 
Dealers  in  talking  machine  records  have  used  a  dainty  desk 
calendar,  sent  out  every  thirty  days,  each  number  featuring 
a  popular  musical  artist  and  a  selected  list  of  that  artist's 
records  carried  by  the  dealer. 

Some  concerns  distributing  calendars  locally  have  found  it  a 
good  plan  to  send  out  a  notice  to  their  mailing  list  to  the 
effect  that  a  handsome  or  useful  calendar  is  being  held  at  their 
store  or  office  for  the  addressee  and  asking  that  a  call  be 
made  soon.  This  plan  works  well  in  small  towns  and  cities, 
and  a  large  proportion  of  the  calendars  will  be  called  for,  in 
some  cases  eighty  to  ninety  per  cent,  of  the  list. 

The  real  advertiser  needs  a  calendar  that  is  more  than  a 
pretty  picture.  The  text  and  art  work  ought  to  be  suggestive 
of  his  business  or  associated  with  it.  Calendar  salesmen 
eager  to  sell  stock  designs  usually  argue  against  this,  but  the 
business  firm  that  sends  out  a  mere  pretty  picture  will  find 
himself  competing  with  many  other  firms  for  a  place  for  his 
calendar.  His  opportunity  is  much  better  if  he  has  a  dis- 
tinctive type  of  calendar,  useful  to  the  recipient  and  so  de- 
signed as  to  be  ever  reminding  the  household  or  office  of 
what  the  advertiser  sells. 


SECTION  30 
HOUSE  PUBLICATIONS  OR  MAGAZINES 

It  has  been  recommended  nationally  that  those  publications 
formerly  known  as  ''house  organs"  be  referred  to  as  ** cor- 
poration magazines,"  but  as  many  of  these  publications 
are  issued  by  business  firms  that  are  not  corporations,  the 
name  ''house  publication"  seems  more  appropriate. 

Types  of  Publications. — House  publications  are  of  the 
greatest  variety  as  to  style  of  contents,  purpose,  mechanical 
form,  and  circulation.  But  they  are  alike  in  one  particular — 
they  have  a  commercial  purpose  and  are  not  for  general 
instruction  or  entertainment,  as  are  the  general  magazines 
and  newspapers.  Most  house  publications  are  issued  in 
behalf  of  one  business  firm.  However,  a  number  are  issued 
by  associations  of  business  firms,  and  there  is  at  least  one 
issued  by  four  non-competing  firms  in  one  line  of  business. 

The  house  publication  is  frankly  a  promotion  publication. 
What  it  promotes  depends  on  the  business  and  purpose  of  the 
firm  publishing  it.  Following  are  some  of  the  classes  reached 
by  house  publications  of  different  types : 

1.  Retail  salespeople  and  other  employes  of  large  stores. 

2.  Traveling  representatives  or  agents  of  manufacturers. 

3.  Retail  dealers  selling  the  manufacturer's  products  or 
prospective  dealers  for  such  a  manufacturer. 

4.  Purchasing  agents  and  purchasers. 

5.  Special  groups  using  the  advertiser's  products,  such  as 
engineers,  chemists,  architects,  advertisers,  printers,  laundry- 
men,  etc. 

Many  well  known  house  publications  are  for  retail  sales- 
people, traveling  salesmen  or  dealers  only.  But  there  are 
many  that  are  circulated  to  a  varied  group  of  readers. 

The  Dutch  Boy  Painter,  the  publication  of  the  National 
Lead  Company,  is  sent  to  architects,  dealers  and  painters,  and 

602 


HOUSE  PUBLICATIONS  OR  MAGAZINES 


603 


ALPHA  AIDS 


iVo  18- Issued    in  the  interest 

oi"  Ruyei-s  ,  Sel1ri-s    and    Users 

Portland     C.  mcnt     \yy^ 

LPflA  PORTLAMD  CEMENT  O 

EASTON.PA 


Tick  Talk 


^^stern  Clock  Cb 
September:   1 920 


Fig.  1. — Three  cover  pages  of  house  publications  sent  to  the  dealer  trade, 
to  agents,  technical  readers,  etc. 


604  THE  ADVERTISING  HANDBOOK 

all  of  the  articles  are  written  along  such  broad  lines  as  to  be 
interesting  to  the  readers  in  these  three  groups. 

Alpha  Aids,  the  house  publication  of  the  Alpha  Portland 
Cement  Company,  was  started  as  a  publication  for  dealers  in 
Alpha  Cement  and  prospective  dealers,  whose  names  were 
reported  from  time  to  time  by  the  traveling  sales  force,  but 
after  the  magazine  had  been  published  for  a  year,  separate 
mailing-lists  were  built  up,  covering  (1)  architects  and 
engineers,  (2)  contractors,  (3)  city,  county  and  road  officials 
likely  to  be  interested  in  such  concrete  improvements  as 
roads,  streets,  comfort  stations,  wading  and  swimming  pools, 
etc.,  and  finally  (4)  large  regular  users  of  cement. 

The  Houghton  Line  is  sent  to  a  selected  mailing  list  of  the 
customers  and  prospective  customers  of  the  E.  F.  Houghton 
Company,  including  not  only  presidents  of  companies,  but 
engineers,  secretaries,  etc. 

The  Kodak  Salesman  is  a  special  house  publication  of  the 
Eastman  Kodak  Company,  sent  only  to  retail  salespeople 
whose  names  and  home  addresses  are  furnished  by  dealers  in 
kodak  supplies. 

Store  Chat,  issued  by  Strawbridge  and  Clothier  of  Philadel- 
phia, is  sent  to  the  entire  list  of  employes,  but  its  evident 
purpose  is  to  promote  good  will  and  efficiency  among  the 
salespeople  in  particular. 

Most  store  magazines,  papers  or  bulletins  are  issued  by  an 
editorial  staff  created  out  of  the  employes,  and  the  publication 
is,  in  a  way,  run  apart  from  the  supervision  of  the  firm,  though 
obviously  the  firm  exercises  an  indirect  supervision.  This 
separation  from  the  direct  supervision  of  the  firm  is  carried  out 
in  order  to  create  a  more  general  interest  in  the  publication 
and  to  remove  from  employes'  minds  the  thought  that  the 
firm  is  using  the  paper  or  magazine  for  paternalistic  messages. 

The  House  Publication  as  a  Medium. — The  paper  or 
magazine  circulated  among  employes  only  is  hardly  an  adver- 
tising medium,  but  rather  a  sales  bulletin  or  a  medium  for 
cultivating  cooperation  and  good  will.  It  may  well  warrant 
its  cost  for  such  work. 

But  the  well  written,  well  printed  house  publication,  or 
organ,  circulated  among  dealers,  representatives,  agents,  or 


HOUSE  PUBLICATIONS  OR  MAGAZINES  605 

consumers,  may  become  a  powerful  medium,  as  productive 
of  sales  and  good  will  as  any  other  form  of  medium  open  to 
the  advertiser.  Some  advertisers  have  gone  so  far  as  to  put 
down  their  house  publication  as  the  most  valuable  medium  of 
advertising  they  have. 

The  issuing  of  a  good  publication  is  costly,  but  the  value  to 
the  advertiser  is  that  the  publication,  in  the  first  place,  is 
solely  about  his  firm  and,  in  the  second  place,  the  advertising 
is  of  the  unconscious  or  indirect  kind  secured  through  the  read- 
ing of  good  articles  rather  than  mere  display  advertising. 

Points  in  Favor. — A  publication  in  the  form  of  a  magazine  or 
paper  permits  a  freer  kind  of  information  than  is  likely  to  get 
into  the  display  space  of  newspaper,  magazine  or  poster. 

Then,  too,  there  is  the  value  of  constantly  reaching  a  body 
of  readers.  No  one  reader  is  likely  to  see  all  the  issues  of  a 
house  publication  perhaps,  but  he  is  more  likely  to  do  so  than 
he  is  to  see  consecutive  advertisements  put  out  by  the  adver- 
tiser in  the  general  publications  where  he  competes  with 
hundreds  of  other  advertisers  for  attention. 

The  opportunity  for  good  advertising  through  house  publica- 
tions is  excellent.  And  yet  dozens  of  these  ventures  are 
started  every  year  only  to  wear  themselves  out.  No  adver- 
tiser should  start  a  publication  of  his  own  until  convinced 
that  he  has  a  great  deal  to  say  to  customers  or  prospective 
customers  that  he  can  say  regularly  in  a  publication  of  his 
own  more  effectively  than  in  any  other  way. 

Building  up  the  House  Publication  Mailing  List. — In  those 
cases  where  a  publication  is  to  go  only  to  salespeople,  all  em- 
ployes, retail  dealers,  or  traveling  representatives,  the  making 
up  and  keeping  of  the  mailing-list  is  a  comparatively  simple 
matter. 

Where  the  publication  is  to  be  sent  also  to  prospective  deal- 
ers, it  is  generally  better  to  have  these  names  reported  from 
time  to  time  by  traveling  representatives,  if  the  firm  uses 
traveling  representatives.  If  a  mailing  list  is  built  up  from 
commercial  registers  or  other  directories,  the  dealer  will 
often  be  a  poor  selection,  and  furthermore  the  salesman  will 
lack  interest  in  a  name  that  he  did  not  select  or  recom- 
mend himself.     Where,  also,  the  advertiser  follows  the  plan 


006 


THE  ADVERTISING  HANDBOOK 


Great  Tr»nKontioenl«l  SdWt  Kac*  FiwJ»  Announced  in  Ne»t  luue  of  Syrtem 


SeUing  Toledo  System  &^U^ '  ^ 


ft!  Dutch  Boy  Painter 


Arc  Color>  Artoctcd 
1...  w  ),;,,.J  ,-i>l.' 


KODAK 
SALESMAN 


Fig.  2. — Four  examples  of  first  page  treatment.  The  Toledo  Scale 
System  is  prepared  exclusively  for  the  advertiser's  salesmen.  The  other 
publications  shown  in  this  exhibit  are  sent  to  the  trade  generally  or  to  tech- 
nical readers. 


HOUSE  PUBLICATIONS  OR  MAGAZINES  607 

of  giving  dealers  certain  territory  in  which  they  have  exclusive 
sale  of  the  advertiser's  products,  the  making  up  of  a  general 
list  and  sending  out  such  a  solicitation  as  a  good  publication 
regularly  may  make  some  friction  with  old  customers. 

Where  the  publication  is  to  be  sent  to  users  of  the  product, 
inquiries  may  form  the  basis  of  a  good  mailing  list,  or  perhaps 
dealers  may  be  urged  to  send  selected  names  and  addresses. 
In  building  up  the  list  of  Alpha  Aids,  dealers  were  asked  to 
send  in  selected  lists  of  from  a  dozen  to  fifty  names.  A  blank 
for  this  purpose  was  forwarded,  the  blank  bearing  different 
classifications — architects,  engineers,  city  and  county  officials, 
industrial  firms  using  large  quantities  of  cement,  owners  or 
managers  of  farms  where  considerable  concrete  work  is  under- 
taken, etc.  Also  in  this  case,  along  with  the  first  issue  of 
Alpha  Aids,  went  a  postal  card  notifying  the  addressee  that 
the  magazine  was  being  sent  to  him  with  the  compliments  of 
the  local  dealer  in  Alpha  Portland  Cement,  the  dealer  being 
named. 

Remington  Typewriter  Company  Method. — Following  is  the 
Remington  Typewriter  Company's  description  of  its  method 
of  building  up  and  maintaining  the  mailing  list  of  Remington 
Notes. 

^^  Remington  Notes  has  an  approximate  circulation  at  present 
of  220,000  copies.  This  circulation  is  composed  of  the  follow- 
ing items: 

Foreign  List  25,000 

Domestic  School  List  45,000 
General  Mailing  List  150,000 

''The  foreign  circulation  is  apportioned  among  our  different 
foreign  branches  and  other  representatives  and  the  distribution 
among  the  stenographers  and  the  schools  of  their  territories  is 
attended  to  by  them. 

*'The  copies  circulated  on  our  domestic  school  list  are 
apportioned  and  shipped  to  the  different  schools  of  the  country 
and  are  distributed  by  the  school  principals  to  their  pupils 
who  are  taking  the  typewriting  course. 

"The  general  mailing  list  is  the  main  item  of  Remington 
Notes'  circulation.     This   mailing  list  is   maintained   at  the 


608  THE  ADVERTISING  HANDBOOK 

Home  Office  and  is  supposed  to  contain  the  names  of  stenog- 
raphers and  typists  exclusively,  although  other  names  are  added 
on  special  request.  The  characteristic  of  this  mailing  list  is 
that  no  names  are  placed  on  it  except  by  request. 

''As  a  means  of  bringing  Remington  Notes  to  the  attention 
of  stenographers  and  typists,  we  have  what  we  call  a  free 
subscription  card.  These  cards  are  carried  by  all  of  our 
domestic  salesmen,  some  800  in  number,  and  handed  to  typists 
in  the  course  of  their  canvassing  calls.  The  main  portion  of 
our  general  mailing  list  is  obtained  in  this  manner  although 
the  voluntary  correspondence  with  typists  who  have  seen  or 
heard  of  Remington  Notes  and  wish  to  be  placed  on  the 
mailing  list  is  very  large. 

''  Our  general  mailing  list  is  kept  territorially  and  also  accord- 
ing to  the  age  of  the  subscription.  Our  practice  is  to  send 
a  notice  of  discontinuance  after  the  subscription  is  two  years 
old  on  the  assumption  that  the  recipient  may  have  retired 
from  business  or  changed  her  address.  Although  the  per- 
centage of  renewals  is  large,  the  fact  that  every  subscription 
automatically  cancels  itseK  in  two  years  unless  renewed,  makes 
it  necessary  for  us  to  secure  a  constant  flow  of  new  subscrip- 
tions in  order  to  maintain  a  general  mailing  list  at  an  average 
of  150,000  names. 

''In  this  way  we  keep  the  dead  wood  on  our  general  mailing 
list  down  to  a  reasonable  minimum. 

''Remington  Notes  does  not  circulate  among  prospective 
purchasers  unless  especially  requested.  The  purpose  of  the 
publication  is  to  'Remingtonize'  the  typist  and  the  student  of 
typing." 

Houghton  Company  Methods. — The  E.  F.  Houghton  Com- 
pany, manufacturers  of  lubricants,  belting,  etc.,  a  concern 
selling  to  industrial  concerns  and  which  issues  several  publi- 
cations, gives  the  following  explanation  of  its  methods: 

"Our  mailing  lists  have  been  valued  at  upwards  of  $150,000. 
They  comprise  approximately  sixty  lists,  maintained 
up-to-date. 

"In  size  they  range  from  lists  of  moderate  size,  to  one  of 
nearly  60,000  individual  names  receiving  our  Houghton  Line, 
with  home  and  business  addresses  of  that  number  of  live  in- 


HOUSE  PUBLICATIONS  OR  MAGAZINES  609 

dustrial  executives.  We  have  also  nearly  40,000  such  men  on 
our  Houghton  Industrial  Digest  list. 

*'A11  of  these  are  personal  names,  as  our  publications  all 
go  directly  to  individuals — never  to  firms. 

*' These  lists  are  the  result  of  many  years*  development, 
working  consistently  toward  the  ideal  of  'all  personal  names 
with  buying  power.' 

"Our  sales  agents  and  their  men,  in  all  the  principal 
industrial  centers,  check  and  approve  every  name  that  goes  on 
our  publication  lists.  The  sales  agents  also  pay  a  substantial 
part  of  the  cost  of  our  regular  publications,  thus  insuring 
their  complete  cooperation. 

"Our  Digest  slogan  is:  Free — if  you  ought  to  get  it  free. 
To  all  others,  $1.50  a  year. 

"We  have  only  a  small  paid  list,  and  we  do  not  care  for 
paid  circulation.  The  price  we  ask  is  far  more  valuable 
than  the  ability  to  pay  a  mere  money  charge." 

Checking  Up  the  List. — Many  house  publication  managers 
send  out  a  card  once  a  year  for  the  purpose  of  verifying  the 
name  and  address  of  the  reader  and  ascertaining  whether  or 
not  he  is  sufficiently  interested  in  the  publication  to  receive 
it  further.  This  does  not  imply  that  a  name  should  necessar- 
ily be  dropped  from  a  house  publication  mailing  list  because 
the  reader  does  not  return  the  card  and  say  that  he  wishes  to 
have  the  publication  continued  but  the  sending  out  of  such 
a  card  gives  some  indication  of  how  the  magazine  is  being 
received. 

Selecting  a  Name  for  the  Publication. — ^The  selection  of  a 
good  name  for  a  house  publication  is  important.  Too  often 
a  "smart"  name  is  selected  that  does  not  wear  well.  The 
name  should  be  attractive,  possibly  indicate  the  purpose  of 
the  publication,  or  at  least  suggest  the  name  of  the  concern 
issuing  it.  The  Dutch  Boy  Painter  connects  well  with  the 
National  Lead  Company,  because  this  advertiser  uses  the 
Dutch  Boy  as  a  trade-mark.  The  Voice  of  the  Victor  (Victor 
Talking  Machine  Company)  is  a  good  name,  because  it 
suggests  that  the  publication  is  the  Company's  mouthpiece 
to  the  trade.  It  is  also  associated  with  the  trade-mark 
"His   Master's   Voice"   and   incorporates   the   word   Victor. 

39 


610 


THE  ADVERTISING  HANDBOOK 


Store  Choi 


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VACATION  NUMBER  j 

JUNE-JULY  I 

19  20 


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*««  you  wiU  be  able  10  do     iTS^iT^      "taotalelv  ejjenual— 
r>  back,  ,,1110,  10  wait  umI  Ihe, 


Fig.  3. — Four  pages  from  two  well  known  magazines  published  by  large 

retail  stores. 


HOUSE  PUBLIC  A  TIONS  OR  MAGAZINES  611 

Alpha  Aids  is  good  also;  the  two  words  go  well  together  and 
suggest  the  idea  of  helpfulness.  This  name  was  adopted  as 
the  result  of  a  contest  among  the  Alpha  employes.  Tick 
Talk  is  appropriate  as  the  name  of  the  publication  of  the 
Western  Clock  Company,  makers  of  the  Big  Ben  clocks. 
The  Salt  Seller  is  very  appropriate  as  the  name  of  a  little  pub- 
lication issued  by  the  Diamond  Crystal  Salt  Company, 
devoted  mainly  to  improved  selling  ideas  as  applied  to  salt. 

House  publication  names  can  be  trade-marked,  so  an 
examination  of  a  list  of  names  of  existing  publications  should 
be  made  before  a  name  is  finally  adopted. 

Size  and  Mechanical  Style. — Fixing  on  a  size  as  on  an  appro- 
priate mechanical  typographical  style  for  a  house  publication 
calls  into  play  most  of  the  principles  discussed  in  the  section 
of  this  volume  devoted  to  Catalogs,  Booklets,  Folders  and 
Cards.  Many  house  publications  are  in  the  style  of  a 
booklet. 

There  are  advantages  in  a  small  size  such  as  can  be  put  in 
the  usual  size  of  business  envelope  or  slipped  into  the  reader's 
pocket  to  be  read  at  leisure.  The  larger  size  of  page,  up  to 
the  type  page  of  7  by  10,  has  advantages  in  the  way  of  showing 
illustrations,  and  this  size  will  carry  plates  that  many  adver- 
tisers have  made  for  general  advertising,  thus  making  possible 
some  economies  in  the  way  of  art  and  plate  work. 

The  specimen  pages  here  reproduced  give  some  suggestions 
as  to  mechanical  form  as  well  as  to  literary  make-up. 

Handling  of  Copy. — It  is  advisable  to  give  the  printer  a 
general  dummy  with  each  issue  of  a  house  publication,  indicat- 
ing the  place  of  the  leading  article  and  all  illustrations.  It  is 
generally  desirable  to  give  the  printer  some  liberty  in  the 
placing  of  small  items,  unless  the  advertiser  desires  to  get 
galley  proofs  and  to  make  up  all  pages  from  a  duplicate  set 
of  proofs.  Many  house-publication  editors  save  themselves 
some  trouble  and  delay  by  giving  the  printer  some  liberty  in 
make-up  and  getting  their  first  proofs  as  page-proofs. 

It  is  advisable  for  the  editor  to  keep  a  number  of  small 
items  standing  in  type  continually,  carrying  the  matter  over 
from  one  issue  to  another.  Then  he  always  has  proper 
material  to  fill  short  pages. 


612 


THE  ADVERTISING  HANDBOOK 


:M-  BLAW-KNOX    LIFE 


[T^^mJ 


ii^ 


>ihou(  itw  Srft  Siattet 


Fig.  4. — Inside  page-arrangement  of  two  well  known  publications. 


HOUSE  PUBLICATIONS  OR  MAGAZINES  613 

Distribution  and  Mailing. — It  is  the  general  practice  to 
distribute  house  publications  largely  from  the  office  of  the  publi- 
cation, though  branch  offices  frequently  have  stocks  of  all 
issues  to  distribute  freely  among  those  likely  to  be  interested. 

Unless  the  distribution  is  limited  to  a  few  hundred  copies, 
stencils  of  names  and  addresses  and  an  addressing  machine 
will  be  necessary.  Name  and  address  should,  of  course,  be 
classified  according  to  locality  or  according  to  the  group  of 
readers,  so  that  changes  may  be  readily  made. 

The  two  methods  most  used  in  mailing  are  the  *' permit 
stamp"  on  the  envelope  and  the  use  of  pre-canceled  postage 
stamps.  If  as  many  as  300  copies  of  a  publication  are  mailed 
at  once,  the  Post  Office  Department  allows  the  use  of  a  permit 
stamp  on  the  envelope  similar  to  the  example  shown  in 
Figure  5.  The  postage  bill  may  then  be  paid  in  cash. 
The  passage  of  the  publications  through  the  mails  will  be 
facilitated  by  bundling  the  copies  according  to  states  or  in 
whatever  other  manner  may  be  preferred  by  the  local  post 
office. 


3c.  Paid 

EASTON,  PA. 

Permit  No.  13. 


Fig.  5. — Permit  imprint  which  may  be  used  on  envelopes  for  house 
publications. 

House  publications,  unless  issued  by  an  educational  institu- 
tion, must  be  mailed  as  third-class  matter,  just  as  any  other 
advertising  or  promotional  material. 

Costs  of  House  Publications. — A  house  publication  may 
be  a  very  simple  affair,  costing  only  four  or  five  cents  a  copy, 
or  it  may  be  much  more  elaborate  and  cost  as  much  as  twelve 
to  twenty  cents  a  copy  in  fairly  large  editions.  With  present- 
day  costs  of  paper  and  printing,  it  is  not  easy  to  publish  an 
attractive  house  publication  without  getting  into  an  expense 
of  at  least  ten  or  twelve  cents  a  copy.  Costs  may  be 
lowered,  however,  by  making  a  publication  a  plain  but  neat 


614  THE  ADVERTISING  HANDBOOK 

affair  of  four,  eight  or  twelve  pages,  printed  in  black  on  plain 
white. 

Methods  of  Securing  Material. — Usually  the  advertising 
manager  or  the  sales  manager  has  direct  responsibility  for 
the  getting  out  of  a  house  publication,  and  these  have  a  point 
of  contact  with  the  advertiser's  dealers,  his  traveling  repre- 
sentatives, resident  agents,  consumers,  etc.  From  corre- 
spondence and  salesmen's  reports,  considerable  in  the  way  of 
interesting  articles  and  items  can  be  secured.  Salesmen 
should  be  encouraged  to  look  out  for  items,  photographs,  etc. 
It  is  not  usual  that  a  salesman's  writing  ability  is  such  that 
he  can  turn  in  a  good  article,  but  often  the  tip  that  he  gives 
about  some  interesting  happening  in  a  dealer's  office  or  in  the 
customer's  use  of  the  goods,  will  enable  some  one  from  the 
home  office  to  make  a  trip  to  the  point  and  secure  an  article 
that  will  be  worth  all  it  costs. 

In  the  case  of  store  papers,  an  effort  is  usually  made  by 
the  editorial  staff  to  get  cooperation  from  everybody,  but  this 
is  more  easily  said  than  done.  After  a  few  issues  of  the 
paper,  the  job  is  left  largely  to  the  editorial  staff  unless  some 
inducements  are  made  to  get  steady  contributors. 

The  importance  of  the  house  publication  may  warrant  the 
employment  or  appointment  of  a  very  capable  person  as 
editor,  who  will  give  the  work  his  entire  time.  He  may 
find  it  expedient  to  go  out  into  the  open  market  and  buy 
articles,  photographs,  etc.  But  the  needs  of  house  publi- 
cations are  of  such  a  particular  nature  that  it  is  not  easy  to 
buy  suitable  material  from  general  writers.  Through  editorial 
zeal,  however,  a  list  of  writers  who  can  furnish  what  is  wanted 
can  be  located. 

It  is  usually  advisable  for  many  of  the  articles  in  house 
publications  to  be  written  by  company  men — the  editor  of 
the  magazine  itself,  the  sales  manager  (if  he  does  not  happen 
to  be  the  editor  of  the  publication),  the  engineers,  chemists, 
treasurer,  president,  superintendent,  branch-office  managers, 
etc. 

Dealers  are  not  usually  prolific  or  particularly  capable  in 
the  writing  of  articles,  but  if  questions  are  "put  to  them  skil- 
fully, they  will  write  interesting  letters  which  can  be  whipped 


HOUSE  PUBLICATIONS  OR  MAGAZINES  615 

into  shape  as  articles.  It  may  sometimes  be  necessary  to 
submit  the  material  finally  to  the  dealer  for  his  approval — 
especially  if  it  is  to  appear  as  having  been  essentially  written 
by  him. 

USE  OF  AUTOMOBILES  AND  TRUCKS 

Recently  I  saw  a  very  interesting  report  made  up  from 
the  experiences  of  a  number  of  manufacturers  relative  to  the 
use  of  automobiles  by  their  salesmen. 

This  report  made  me  wonder  if  it  would  not  be  well  for  a 
number  of  dealers  to  compare  experiences  as  to  the  use  of 
automobiles  in  attending  to  sales  and  other  business,  and  the 
use  of  trucks  for  deliveries.  I  am  accordingly  addressing  this 
letter  to  a  selected  hst  of  dealers.  I  should  like  very  much  to 
have  you  answer  the  questions  on  the  attached  sheet  as  fully 
as  5'ou  can,  mentioning  any  special  experiences  or  incidents  that 
would  Ukely  be  of  interest  to  other  dealers. 

If  you  will  do  this  and  allow  us  to  quote  your  experiences 
we  will,  of  course,  send  you  a  summary  of  all  the  facts  we  get 
from  other  dealers.  This  exchange  of  ideas  and  experiences 
may  prove  very  profitable. 

Truly  yours, 

S.  Roland  Hall, 
Editor,  Alpha  Aids. 

Fig.  6. — A  letter  to  dealers  that  brought  enough  interesting  replies  to  make 
up  a  good  "experience"  article. 

Figure  6  is  an  example  of  a  letter  written  to  a  number  of 
dealers.  From  the  replies  to  this  letter,  one  of  which  is  repro- 
duced in  Figure  7,  it  was  possible  to  construct  an  interesting 
summary  of  the  experience  of  building-material  dealers  with 
trucks. 

It  is  better  to  keep  within  bounds  in  the  use  of  clipped 
material.  Readers  lose  interest  if  they  see  that  the  items 
are  mainly  reprints.     This  is  also  a  reflection  on  the  magazine. 

The  needs  and  purposes  of  house  publications  vary  so  widely 
that  it  is  not  possible  to  lay  down  any  specific  suggestions  as 
to  the  character  of  matter  that  should  be  used  or  sources  from 
which  it  may  be  obtained.  The  publishing  of  a  good  magazine, 
though  it  be  small  in  size,  is  a  real  editorial  undertaking.  It 
is  better  to  start  conservatively,  with  a  few  pages,  and 
gradually  increase  the  size  than  to  make  a  start  with  a  16-  or 


616 


THE  ADVERTISING  HANDBOOK 


USE  OF  AUTOMOBILES  AND  TRUCKS 

Question  1.  Have  you  found  that  the  use  of  the  automobile  in  looking 
after  business — new  or  old — has  enabled  you  to  do  your 
work  with  a  fewer  number  of  men  and  has  thus  effected 
a  real  saving? 

Answer.  The  automobile  saves  time  in  delivering  material,   and 

it  is  therefore  unnecessary  to  have  as  many  men  to  do 
the  same  amount  of  work. 

Question  2.  How  far  from  headquarters  has  the  automobile  permitted 
you  to  go,  as  a  rule,  in  looking  up  business,  city  or  rural? 

Answer.  The  entire  county  and  in  some   instances   business  trips 

over  the  entire  state. 

Question  3.  How  many  trucks  are  you  using  and  what  are  their  capa- 
cities? Have  they  proved  profitable,  considering  your 
investment,  as  compared  with  the  use  of  teams? 

Answer.  1 — One-ton  truck.        These  trucks  have  proved  very  profit- 

1 — 13^ -ton  truck.  able  with  an  overhead  comparatively 
2 — Four-ton  trucks,  small  as  compared  with  the  use  of 
teams. 

Question  4.  How  far  as  a  general  rule  do  you  undertake  to  make  truck 
dehveries? 

Answer.  Within  a  radius  of  10  miles  from  the  city  limits. 

Question  5.  Do  you  set  any  hmits  as  to  the  size  of  a  cement  order  that 
you  will  undertake  to  deliver? 

Answer.  An  order  of  one  sack  of  cement  is  held  until  other  dehveries 

of  larger  quantities  are  to  be  made  in  the  same  neighbor- 
hood— or  an  extra  cartage  charge  is  made  on  dehveries 
of  small  amounts. 

Question  6.  In  general,  do  you  feel  that  the  use  of  automobiles  and 
trucks  gives  you  any  additional  prestige  that  is  worth 
something? 

Answer.  We  feel  that  it  is  a  known  fact  that  the  use  of  trucks  for 

deliveries  will  give  any  dealer  a  prestige  that  he  does  not 
have  if  he  continues  the  slow  process  of  delivering  with 
teams. 

From  T.  D.  Eichelberger's  Sons,  Dayton,  Ohio. 

Fig.  7. 
A  dealer's  reply  to  questions. 


32-page  magazine  with  colored  covers,  publish  all  of  the  most 
essential  information  in  the  first  few  numbers  and  then  be 
forced  to  publish  a  number  of  commonplace  issues. 

Humor. — The  question  of  humor  is  a  debatable  one.    Liveli- 
ness is  often  in  order,  and  a  page  of  humor  may  not  be  out  of 


HOUSE  PUBLICATIONS  OR  MAGAZINES 


617 


Letters  from  the 
Cub  Reporter 


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•Jold  aU  the  »a^^'*:,""'  't  heed  to  £ 

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Fig.  8. — Three  pages  that  illustrate  the  use  of  humor  in  house  publications. 


618  THE  ADVERTISING  HANDBOOK 

place,  but  the  house-publication  editor  who  starts  off  with  the 
idea  of  competing  with  Life  is  fairly  certain  to  become  tired 
of  the  job  soon,  and  the  readers  are,  too.  Lively  treatment  is 
more  in  order  where  the  publication  goes  only  to  Company 
employes  than  where  the  magazine  is  for  other  readers. 
A  magazine  for  salesmen  or  agents  may  very  properly  have 
considerable  humor  in  it  if  this  material  is  written  with  tact 
and  skill.  Good  photographs  and  thumb-nail  cartoons  are 
very  helpful. 

The  Editor  and  His  Files. — Whoever  the  editor  of  the  house 
organ  may  be,  he  has  need  for  all-round  ability.  He  should 
be  able  to  write  entertainingly  and  helpfully,  be  a  skilful 
investigator,  have  a  keen  "nose  for  news,"  know  the  selling  and 
advertising  fields,  be  a  good  correspondent,  and  have  some- 
thing of  the  teacher  in  him,  especially  if  the  publication  he  is 
to  edit  is  for  home-office  employes,  traveling  representatives, 
community  agents,  or  dealers.  He  must  also  have  a  good 
fund  of  tact — not  publish  anything  that  may  offend,  know  how 
to  turn  down  contributions  gracefully,  when  he  must  do  so, 
and  how  to  play  up  personalities  without  gushing. 

He  should  maintain  extensive  files,  for  much  appears  in  the 
public  and  trade  press  and  in  correspondence  that  will  suggest 
articles  for  his  own  publication. 

In  those  cases  where  a  house  publication  is  sent  to  dealers, 
the  range  of  helpfulness  is  wide.  The  articles  may  deal  with 
better  store  methods,  better  salesmanship,  effective  collecting, 
laws  that  every  one  should  know,  treatment  of  insurance 
topics,  dealer's  experiences,  etc. 

Not  every  house  publication  has  a  real  editorial  page,  but 
some  have  this  feature  and  occasionally  publish  an  editorial 
signed  by  the  president  of  the  firm  or  some  other  executive. 
Articles  on  the  origin  of  raw  materials,  methods  of  manufac- 
turing, interesting  examples  of  use,  etc.,  are  fertile  topics. 

Syndicated  House  Organs  and  Syndicated  Articles. — Several 
firms  produce  syndicated  publications  that  an  advertiser 
may  purchase  more  cheaply  than  he  can  produce  an  entirely 
original  publication.  By  the  printing  of  special  material  on 
the  cover  pages  and  perhaps  also  on  the  two  center  pages, 
the  publication  can  be  made  to  have  a  measure  of  individuality. 


HOUSE  PUBLICATIONS  OR  MAGAZINES  619 

Such  publications  are  purchased  mostly  by  local  advertisers, 
and  they  fill  a  need  for  those  who  need  only  a  few  hundred  or 
perhaps  a  thousand  copies  of  a  readable  little  publication  and 
are  content  with  a  little  matter  that  is  distinctively  their  own. 
The  national  advertiser  would  not  find  a  syndicated  publica- 
tion suited  to  his  needs. 

There  are  now  a  number  of  writers  who  send  out  syndicated 
articles  on  salesmanship,  collections,  and  business  subjects 
generally,  offering  house-publication  editors  the  exclusive 
right  in  a  particular  field.  These  fill  a  certain  purpose  and 
lessen  the  cost  of  buying  exclusive  material. 

Miscellaneous  Points. — It  is  not  customary  for  advertising 
space  in  house  publications  to  be  sold  to  advertisers  generally. 
A  notable  exception  to  this  is  the  publication  known  as 
Business  published  by  the  Burroughs  Adding  Machine  Com- 
pany, and  the  DuPont  Magazine,  both  of  which  are  circulated 
broadly.  Most  publishers  of  such  magazines  seem  to  be- 
lieve that  it  is  better  that  the  entire  impression  of  the 
publication,  whatever  it  may  be,  should  be  connected  with  the 
firm  behind  the  publication. 

There  are  good  possibilities  in  cooperative  house  publi- 
cations. From  four  to  six  non-competing  advertisers,  no  one 
of  whom  would  care  to  stand  the  full  expense  of  circulating 
a  first-class  publication  broadly,  could  cooperate  to  good 
advantage  if  the  list  or  lists  they  wish  to  cover  would  be  about 
the  same.  At  the  time  of  publishing  this  Handbook,  a  group 
of  United  States  advertisers  are  planning  the  publication 
of  a  cooperative  house  publication  to  be  circulated  in  South 
America  in  their  interests. 

Once  a  month  is  the  usual  publication  schedule  for  house 
publications.  Some  publishers  issue  every  week  or  as  fre- 
quently as  issues  may  be  required.  There  is  one  publica- 
tion issued  only  every  sixty  days.  The  publishers  of  this 
feel  that  it  is  better  to  make  a  strong  impression  with  an 
unusually  attractive  number  every  sixty  days  than  to  bring 
the  magazine  out  monthly.  This  publication  is  not  dated 
but  bears  merely  a  serial  number  on  its  cover. 


SECTION  31 
THEATER  PROGRAMS  AND  CURTAINS 

NOVELTY  AND  SPECIALTY  ADVERTISING 

The  Program. — As  in  the  case  of  other  mediums,  the  value 
of  the  theater  program  depends  largely  on  the  character  of 
the  program  and  the  audience  to  which  it  is  distributed. 
Some  programs  are  horrible  examples  of  printing.  Others 
are  very  attractive  little  books  that  get  considerable  attention 
from  the  audience  in  the  spare  minutes  before  the  opening 
act  and  in  the  intervals  between  acts.  While  it  is  true  that 
people  go  to  the  theater  to  be  entertained  rather  than  to 
read,  the  mental  attitude  is  usually  that  of  leisure  and  recep- 
tiveness,  and  if  the  article  advertised  is  one  that  appeals 
particularly  to  the  theater-goer,  the  medium  may  be  well 
worth  its  cost. 

The  theater  curtain,  like  the  moving  picture,  has  its  prin- 
cipal advantage  in  that  it  is  where  attention  is  centered.  A 
space  on  the  theater  curtain  is  a  small  indoor  poster,  so  to 
speak,  with  unusual  opportunity  for  attention — more  than 
a  poster  ordinarily  receives.  Such  advertising  should  be 
classed  as  poster  advertising.  The  postel*  must  be  artistic 
or  the  audience  may  resent  having  it  forced  on  them.  If 
the  cost  is  reasonable,  considering  the  audience  before  which 
the  poster  will  be  shown,  there  is  no  reason  why  the  advertising 
may  not  be  profitable.  It  is  likely  that  audiences  often  feel 
the  inappropriateness  of  certain  advertising  on  the  theater 
curtain,  as  they  do  with  respect  to  certain  outdoor  poster 
advertising  and  this  is  something  that  the  wise  advertiser 
should  guard  against. 

Novelty  and  Specialty  Advertising. — Perhaps  the  most 
difficult  of  all  advertising  mediums  or  methods  to  judge 
accurately  are  those  consisting  of  novelties  or  specialties. 
Where  the  advertiser  can  easily  deceive  himself  is  in  the  fact 

620 


THE  A  TER  PROGRAMS  AND  CURTAINS  621 

that  it  is  very  easy  to  give  away  novelties  or  specialties  of 
any  kind.  One  is  likely  to  conclude  that  because  an  article 
is  well  received,  it  has  proper  advertising  value.  But  this 
may  not  necessarily  be  true.  It  would  be  easy  to  give  away 
diamond  rings,  automobiles,  handsome  pocket-knives  and  the 
like,  but  few,  if  any,  advertisers  could  do  this  with  assurance 
of  proper  advertising  return. 

Salesman  Attitude. — Salesmen  generally  are  favorably 
inclined  toward  novelty  advertising.  They  give  out  material 
of  this  kind,  and  since  it  is  connected  with  their  personal 
work  and  they  have  a  chance  to  see  the  effect,  they  are  likely 
to  overvalue  this  advertising  as  compared  with  the  value  of 
advertising  in  publications  which  has  its  effect  unseen  to  a 
large  extent. 

This  should  be  considered  with  respect  to  novelty  or  spe- 
cialty advertising — that  the  same  medium  cannot  be  used 
to  reach  all  groups  of  users  that  an  advertiser  may  wish  to 
reach — nor  is  it  always  true  that  any  one  group  of  mediums 
will  do  all  that  an  advertiser  may  desire  to  accomplish.  There 
is  room  for  educational-advertising  as  well  as  reminding- 
advertising. 

Instances  of  Successful  Use. — An  advertiser  of  Portland 
Cement,  while  depending  on  periodicals  for  most  of  his  educa- 
tional work,  found  that  a  fob  featuring  his  trade-name  and 
a  selling  point  of  his  product  was  very  popular  with  yard-men, 
drivers,  small  contractors,  cement  inspectors,  etc. 

The  most  logical  type  of  novelty  or  specialty  is  one  made  of 
the  advertiser's  product,  or  else  of  such  a  nature  that  it 
connects  readily  with  his  name  or  business.  The  Norton 
Grinding  Company,  for  example,  makes  up  desk  and  pocket 
match-holders  out  of  its  abrasive  material,  as  well  as  small 
pocket-knife  and  carving-knife  sharpeners.  These  are  exceed- 
ingly useful,  and  as  long  as  they  last  are  constant  reminders  of 
the  Norton  products. 

The  H.  J.  Heinz  Company  uses  effectively  a  watch  charm 
in  the  style  of  a  little  green  cucumber  pickle. 

A  unique  pencil  would  be  a  more  appropriate  novelty  for  a 
stationer  than  for  a  coal  yard.  A  bill  folder  or  a  pocket 
savings  bank  is  more  attractive  for  a  bank  than  for  a  bakery. 


622  THE  ADVERTISING  HANDBOOK 

In. following  this  principle  the  advertiser  is  merely  taking 
advantage  of  the  association  of  ideas. 

A  manufacturer  of  shoe  leather,  anxious  to  get  the  names  of 
all  shoe  stores  handling  shoes  made  of  his  product,  found  that 
the  shoe  manufacturers  were  in  many  cases  reluctant  to  give 
this  information.  While  they  were  at  that  time  perhaps 
using  this  particular  kid  leather  exclusively,  they  surmised 
that  they  might  not  be  doing  that  every  year,  and  conse- 
quently were  not  keen  for  helping  the  leather  manufacturer 
to  impress  his  product  on  the  retail  trade.  This  manu- 
facturer, knowing  the  fondness  of  the  shoe  manufacturers' 
salesmen  for  giving  out  novelties,  submitted  to  all  the  shoe- 
makers a  key  case  made  of  his  leather.  He  offered  to  supply 
each  manufacturer's  salesmen  with  these  key  cases,  and  said 
that  he  would  stamp  each  retailer's  name  on  the  case  in  gold 
if  the  names  were  sent  in  by  the  salesmen.  As  a  result,  the 
key  cases  were  offered  liberally  to  the  retail  merchants,  and 
an  extensive  mailing  list  was  built  up  from  the  names  sent 
in  by  the  shoe-manufacturer's  salesmen.  In  many  cases  a 
plan  of  this  kind  can  be  worked  up  whereby  specialties  can 
be  distributed  to  advantage  and  by  a  real  advertising  method. 
If  this  is  not  done,  an  attractive  novelty  may  be  scattered 
around  carelessly  and  not  get  into  the  hands  of  any  large 
number  of  people  whose  patronage  or  good  will  could  benefit 
the  advertiser. 


SECTION  32 
ADVERTISING  THE  LARGE  RETAIL  STORE 

One  prominent  department-store  advertising  man  holds 
that  the  six  important  divisions  of  large  retail-store  advertis- 
ing are:  Policy,  Budget,  Media,  Annual  and  Semi-annual 
Sales  Events,  and  Institutional  Publicity. 

Determining  the  Audience. — An  early  problem  to  be 
solved  by  the  man  handling  the  advertising  of  the  large 
retail  store  is  the  type  of  audience  that  the  store  reaches 
or  wishes  to  reach.  This  is  a  phase  of  policy.  Some  de- 
partment stores,  dry-goods  stores  and  other  general  stores 
frankly  appeal  to  what  is  known  as  the  popular  class  of 
buyer.  Other  stores  appeal  to  the  well-to-do  class.  A 
still  larger  group  of  such  stores  appeals  to  the  great  m'iddle 
class  and  reaches  up  or  down,  as  it  were,  to  the  other  classes. 
In  deciding  this  important  question  of  what  is  the  proper 
appeal,  the  merchant  or  the  advertising  man  must  do  as  every 
advertiser  does,  pick  certain  types  of  buyers  as  the  typical 
prospective  consumer  and  be  guided  by  this  standard. 

Appropriation. — The  appropriations  for  advertising  of  the 
large  retail  stores  are  usually  j&xed  on  the  basis  of  the  year's 
business,  and  they  run  all  the  way  from  2  per  cent,  to  5  per 
cent.,  according  to  the  character  of  the  store.  Many  large 
stores  operate  on  3  per  cent.  As  has  been  pointed  out  in  other 
chapters  of  this  volume,  certain  lines  of  goods,  furniture,  for 
example,  will  stand  a  larger  advertising  expense  than  many 
other  classes  of  goods  carried  by  the  dry-goods  and  depart- 
ment stores.  Hence,  what  would  be  the  proper  advertising 
expense  for  a  large  store  depends  on  the  size  of  those  depart- 
ments carrying  goods  that  will  permit  of  a  liberal  advertising 
expense,  and  others  that  permit  of  a  very  small  advertising 
expense. 

It  is  best  to  lay  out  a  budget  even  if  it  cannot  be  strictly 

623 


624 


THE  ADVERTISING  HANDBOOK 


followed — so  much  for  newspaper  advertising,  art  work,  cir- 
cular advertising,  etc. 

Responsibility  of  Advertising  Manager. — The  advertising 
manager  of  a  large  store  is  usually  responsible  to  either  the 


TJie  Mans  Shop 

Atop  the  Lord  &  Taylor  Store 

/"VNE  should  not  look  «  glh  hotx  in  the  mou 

drcanng  (own,  or  a  box  of  ihtra,  or  eotf  Kodclr 
or  any  a'  tboae  thins*  a  man  reaOr  cat«i  about 


Express  Elevators  to  Gifts  Which 
Express  Men's  Natural  Preferences 


rSL-rss,-; 


Lord  &  Taylor 

SSthScitct  FIFrHAVENUE  39diSti«t 


3»:ejC3:^LSP-^^^  ^'yrr^SLgg  j-sj  j 


Fig.  1. — A  distinctive  page  from  Lord  &  Taylor  featuring  the  Men's  Sliop. 
The  arrangement  is  extremely  simple  and  very  readable. 

general  manager  of  the  store  or  to  an  official  known  as  the 
merchandising  manager,  who  is  also  the  superior  of  the 
various  department-buyers  or  department-managers.  Where 
the  store  has  a  merchandising  manager,  his  approval  is 
necessary  for  all  purchases  and  all  sales.     He  is  also  a  court  of 


ADVERTISING  THE  LARGE  RETAIL  STORE  625 

final  resort  in  many  questions  relating  to  the  value  of  goods, 
how  they  must  be  advertised,  sold,  etc.  In  some  stores  a 
member  of  the  firm,  who  is  neither  the  general  manager  nor 
the  merchandising  manager,  has  the  responsibility  of  the  ad- 
vertising and  must  be  consulted  by  the  advertising  manager 
or  writer. 

Department  Buyers  or  Managers. — In  large  stores  the 
various  departments  are  in  charge  of  some  one  usually  known 
as  a  "  buyer,"  who  is,  at  the  same  time,  general  manager  of  that 
department  and  responsible  for  its  success  or  failure.  All 
such  departments  are  charged  with  a  fixed  proportion  of  the 
rent,  light,  heat,  etc.,  and  each  department  bears  its  own 
advertising  expense. 

The  buyer  or  manager  of  a  department  is  one  with  whom 
the  advertising  man  must  work  closely.  The  buyers  are  of 
varying  types.  Some  are  very  progressive  in  advertising 
matters,  others  are  lacking  in  initiative,  so  far  as  advertising 
is  concerned,  and  expect  the  advertising  man  to  supply  them, 
to  a  certain  extent,  with  sales  ideas  and  arguments. 

Sources  of  Information. — In  advertising  the  large  store, 
it  is  obvious  that  the  advertising  manager  cannot  have 
first-hand  information  about  the  great  variety  of  goods 
handled.  Therefore,  he  cannot  specialize  in  his  studies  as 
can  the  advertising  man  who  is  advertising  only  one  class  of 
products.  There  are,  however,  various  sources  of  information 
open  to  the  big-store  advertising  man: 

1.  Information  supplied  direct  by  manufacturers. 

2.  Information  from  trade  journals. 

3.  Information  gathered  in  his  own  visits  around  the  store, 
observing  the  sale  of  goods  to  customers,  etc. 

4.  Information  from  buyers  or  heads  of  departments. 
Occasionally  the  advertising  man  will  deal  with  a  buyer 

who  is  not  only  ready  with  go©d  information  but  is  perhaps 
also  a  fair  writer  of  copy.  In  other  cases  the  advertising 
writer  must  get  his  information  by  getting  in  touch  with  the 
buyer,  finding  out  what  he  wishes  to  advertise,  etc.,  asking 
him  questions  about  the  product  in  much  the  way  that  a 
reporter  would  ask  questions  of  people  who  have  knowledge 
of  some  news  event. 

40 


626 


THE  ADVERTISING  HANDBOOK 


It  is  sometimes  difficult  for  the  advertising  man  to  reconcile 
his  views  with  those  of  the  department  manager.  While 
the  buyer  may  be  responsible  primarily  for  statements  made 


I      oj^tti..*     I    WANAMAKER'S    |      -~o~«»  ~f   WANAMAKER-'S    |      —.«—«■     |     Wa'nAMAKER'S    |  •*/»"*         | 

rr  LOOKS  AS  IF  PHIlJU)£LPm  WERE  LEADING  M  WHOIi  COUmY  IN  OPTIffiSM 


i  Splendid  New  Lot  of  Irish 

l-Loomed  Tabli 

uid  Napkins 


131-^™.- 


$4S  -FOR    A    MAN^    FUR- 
COLLAR    SHEEP-UNED 
OVERCOATI 


News  dispatches  from  Grand  Rapids  and 
other  large  centers  of  manufacture  state  that  the 
public  will  have  to  be  content  for  the  present  year, 
at  least,  with  the  recent  small  reduction  in  the  fur- 


These  dispatches,  which  are  as  reliable  as  any 
lan  forecasts  can  be,  must  be  accepted  a*  true 
o  far  as  the  general  furniture  market  is  ceo- 


But  the  Wanamaker 

Great  February  Sale  of  Furniture, 

Starting  Next  Friday 


dapMchta  uid  ■  not  contrallcd  by 


that  we  ban  hera  aa  tlM  Fifth  and  SixUi  Floon 


aO  lhi>  fumitiira  and  harint  < 
I  please  with  it.  we  arvgoins  to  ( 
t  Funiiture  Sale,  ttartinc  next  Friday. 


We  han  made  a  deTmile  and  unquaUriedpccmiM  that  thil 


—At  Wanamaker's 
—January  28 


Fig.  2. — A  good  example  of  the  newsiness  of  the  Wanamaker  advertising. 
Note  the  absence  of  the  introductory  paragraphs  and  the  use  of  a  headline 
in  their  place.  The  display  matter  under  the  furniture  illustration  is  timely 
and  interesting. 

about  goods,  it  will  not  do  for  the  advertising  writer  to  publish 
advertising  that  may  be  of  doubtful  accuracy  and  value. 
Consequently,  there  is  considerable  occasion  for  checking  up 
statements  and  for  examining  goods  themselves.     Some  stores 


ADVERTISING  THE  LARGE  RETAIL  STORE 


627 


SUNDAY.      MARCH     7.    1820. 


L  BAMBERGER  &  CO.;  NEWARK.  N.  J. 

SILK  Sale 


A  silk  sale  this  year  is  of  far  more  than  ordinary  importance.  You  will 
be  gratified  to  know  that  in  all  this  great  sale  assemblage  are  only  those 
items  that  Fashion  i«>proves— taffetas,  foulards,  georgettes,  crepe  de 
chines,  all  the  smart  satin  weaves,  fiber  satins,  silkfailles  and  the  most 
popular  of  the  exquisite  sports  weaves  that  certain  famous  manufactur- 
ers have  produced.  Every  item  an  event  in  itself,'-so  substantial  is  the 
saving  it  holds.  Bamberger  prestige  as  a  silk  center  is  as  old  and  sub- 
stantial as  the  Bamberger  ho)»se  itself. 

3.50  Titfrta  at  2.95  Yard 


)  to  CtLZn  DP.  CHIN'E  AT  i  9t  YAtO 


•aft  ■WIU  •!,»<  Uric.  >(..t(lT  M™*  "W 
•M  dart*  hi  tb.  wanUd  apMtS  cd«ffa<«. 


4»  NOV  elTT  SMAOTCT.C  AT  .  AYA«D 
l«JNCH  SOVFI.tY  TRICOLfTTKS  OX  SALE 

j^JNCH  fLAlN  ASD  FANCY  TWCOLCTTCS 


ffi   BOSDERED   KAINANT  tILK 


-.."JS.'^i,' 


4fl»«-KlT£  TREPE  BE  CHINE  AT  ■  i>  YARD 
40   >iKbt«  «i4^  .»«x   wluii.  &  \   fM4 


I.BAMB£MG£R&€0. 
K£WARK^.J. 

"Oik  •/  Amtrka't  Crcal  Stom" 


Fig.  3. — Another  very  simple  advertisement  that  gains  in  interest  from 
the  fact  that  the  entire  announcement  is  devoted  to  one  class  of  merchandise. 
The  separate  items  would  have  shown  up  more  attractively  had  a  light  display 
line  been  used  over  each  io  place  of  the  all-capital  lines. 


628  THE  ADVERTISING  HANDBOOK 

maintain  a  merchandising  room,  to  which  all  advertised  goods 
are  sent  for  careful  study. 

Sense  of  Proportion. — The  advertising  man  of  the  large 
store  must  develop  his  sense  of  proportion.  He  must  not  be 
tempted  into  using  a  page  of  space  if  an  advertisement  could 
be  handled  very  well  in  a  half-page.  Nor  should  he  allow  a 
very  enthusiastic  buyer  to  use  three  columns  of  space  nine 
inches  deep  for  an  item  that  could  be  handled  properly  in 
two  columns  of  space  six  inches  deep.  He  will  find  that  the 
various  department  heads  are  zealous — and  naturally  so — to 
have  their  departments  well  presented.  They  will  even  argue 
for  large  space,  position  at  the  top  of  the  advertisement,  special 
panel  treatment,  etc.,  when  what  they  are  offering  does  not 
warrant  that  much  prominence  and  when  the  percentage  of 
goods  that  might  actually  be  sold  would  be  too  small  to 
balance  the  cost  of  the  advertising. 

Even  in  his  own  work,  the  advertising  man  must  look  out 
for  proper  proportion.  For  example,  an  advertising  man 
once  wrote  a  long  introduction  to  a  sale  of  silk  petticoats  only 
to  have  a  woman  writer  tell  him  afterwards  that  it  was  entirely 
unnecessary  to  write  argument  for  the  ownership  of  such 
an  article — that  women  were  already  convinced  of  this  and 
that  all  he  need  have  done  was  to  describe  the  merchandise 
attractively. 

The  Advertising  Staff. — In  some  fairly  large  stores  the 
advertising  work  is  done  by  one  man  or  one  woman  with  only 
clerical  assistance.  Many  large  stores,  however,  have  a  staff 
of  three  or  four  people  and  sometimes  more. 

In  such  cases  the  assisting  writers  work  much  like  the 
reporters  on  a  newspaper,  the  advertising  manager  occupying 
the  position  of  "city  editor"  and  doing  only  the  most  impor- 
tant parts  of  the  work.  If,  for  example,  the  staff  includes  one 
or  two  women  writers,  these  would  be  assigned  to  such  goods 
or  departments  as  they  could  write  up  to  the  best  advantage. 
The  advertising  man  soon  learns,  as  an  editor  does,  just 
what  type  of  work  each  of  his  assistants  can  handle  best. 

Sales  Events. — The  better  stores  have  gradually  decreased 
their  number  of  regular  sales  events,  it  being  the  opinion 
of  good  retail   advertisers  that  those  events   which  really 


ADVERTISING  THE  LARGE  RETAIL  STORE 


029 


have  no  logical  reason  for  existence  are  not  as  effective  in 
producing  trade  as  they  once  were.     Some  of  the  well  estab- 


THE    NEW    Y08K    TIMW.      81'KDAY.      FEBRIARV     ai.    ISJO. 


^M^CREERHSAimiM  SPREVGSALE^ 

Embracing  Ei)ery  Department 

Monday  Starts  the  Great  March  Housefumishing  Event 
Lower-Priced  Housewares!  \\t^        2 

that  wili'mjke -This  fhe  bigim  o<  alt  our.  \-    I      "ff^       i^TJ^i 

wchjve  iMinatmcteoKforiMtinlhat  J       J  ^W 

a  lowCT  ptict  buildsTulti  in  our -w«n."  i     V_j»  \^W 


^  -=i^  I  -:mM  '^M^  ^^a41   O-  O.' 

/^     VjJf '       [  l"';';:r',l;::,*»T''^ij»    «L^Sl:?'ir!;?iS  ssi^'^viisr-'w:;;      „-—-<■ 


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»nUHj  a^a^M  IJS  r^.  a  Ma  s-i(  t^mj.  V*c>TtiMa  ••npt  Uutt.  Mi 

J^iXiZ'^t^.    ».X^'.i"cr^  tevi:„';lr;.':i,i^ 

t>»^   iMiMfa    p«fr«nt<a  um  c»Ur.  Km  .of  1m>*t  t««ti|.  Sv«M  laMO 

W.  A.~»  r-a  ca«        „  <.~t   AlaM»   T-  w-a*,  ii.,b»»  ^.  ■•( 


0"8 


an 


,A'i?'""-'^-"  T^W*-^  TSr!^.^- 


Fig.  4. — Unusual  arrangement  of  illustrations  but  the  very  novelty  of 
the  arrangement  makes  the  advertisement  stand  out  in  distinction  to  the 
pages  where  many  small  illustrations  are  mixed  up  with  the  text. 

lished  sales  events,  such  as  the  January  White  Goods  Sales, 
the  August  Furniture  Sales,  etc.,  continue,  and  some  stores 


630  THE  ADVERTISING  HANDBOOK 

even  continue  the  "Anniversary  Sales,"  though  there  seems 
to  be  no  more  reason  why  a  store  should  have  any  more 
attractive  prices  on  its  anniversary  than  it  should  on  any 
one  of  a  score  of  other  events.  Such  other  sales  as  "Pre- 
Inventory  Sales"  are  also  continued  by  a  number  of 
stores. 

In  general,  however,  the  tendency  is  to  have  special  events 
only  as  season  and  fortunate  purchase  warrant  the  event,  or 
some  other  plausible  cause,  make  them  possible.  At  the 
vacation  season,  for  example,  it  is  logical  for  a  store  having 
a  large  supply  of  vacation  supplies  to  have  some  special 
event  that  will  center  attention  on  such  goods.  This  same 
principle  would  apply  to  children's  supplies  at  the  beginning 
of  the  school  season,  etc. 

News  in  Big-Store  Advertising. — The  advertising  man  of 
the  large  store  soon  learns,  if  he  has  not  already  learned  it, 
the  value  of  the  ''nose  for  news."  There  is  so  much  of  the 
commonplace  in  retail  advertising  that  the  store  has  much 
to  gain  if  it  can  lay  hold  of  some  seasonable  affair  or  news 
event  as  a  basis  for  its  advertising.  There  is  ample  oppor- 
tunity for  this,  and  many  stores  are  showing  themselves  very 
resourceful  in  picturing  holiday  events,  historical  events,  etc. 
For  example,  on  the  anniversary  of  the  landing  of  the  Pilgrims 
it  is  easily  possible  for  a  store  in  its  advertising  and  window 
displays  to  have  something  of  unusual  educational  interest. 
During  the  last  year  or  two  a  number  of  stores  have  been 
unusually  successful  in  educating  the  public  as  to  the  origin 
of  furs,  cotton  goods,  silks,  etc. 

The  Advertising  Man  as  a  Merchandising  Man. — The 
advertising  man  will  find  it  necessary  to  make  suggestions  as 
to  how  slow-moving  goods  can  be  disposed  of.  Suppose,  for 
example,  a  store  has  a  large  amount  of  kitchen  utensils  that 
have,  for  some  reason  or  other,  proved  to  be  poor  sellers, 
though  of  satisfactory  quality.  Unless  the  buyer  of  the 
department  has  some  other  suggestion,  it  might  be  possible 
for  the  advertising  man  to  feature  these  goods  as  outfits 
for  camping,  just  at  the  camping  season,  and  by  grouping 
them  in  outfits  and  making  special  prices,  dispose  of  the 
stock. 


ADVERTISING  THE  LARGE  RETAIL  STORE 


631 


Bargain  Advertising. — Though  bargain  advertising  is  gradu- 
ally becoming  less  sensational,  it  is  likely  that  reduced  or 
bargain  prices  must  always  be  a  part  of  each  large-store 
advertising.     Every  large  store  errs  sometimes  in  its  pur- 


Annual  February  Sale  ol  Curtains  and  Materials 

Mammoth  AMSortmenti  and  Most  ExtTaordinnry  Values 

A  typical  Mandelbaum  Sale  Event— with  "oceans"  of  merchandise  to  choose  from— aJUines  complete  and  richly  var4ed.  More  so 
than  ever,  the  values  are  the  (treat  feature  and  mark  this  an  occasion  of  tremendous  economic  importance.  Whatever  curtains  and 
draperies  tiiat  are  to  be  purchased  this  season  for  the  home  siiouid  be  selected  at  this  ti  mt?— that  ie.  if  you  aftj  interested  in  savings. 


«-25c 


"39c 


atnUM 

89c 


^onuigiiani  Cnilali 


P-,  79c 


$9.85 


5s=S?£s 


>*  S5.95 


-  $1.39 


«-  $2.97 


Marqaiselle  Curtains 

To  t3M  Valiam 

"■^'.$i»59; 


$2.95 


FUel  Net  Curtains- 

VtUnnteUMPttr- 

»"-  $4.98 


For  Overdraperies 

PM  It  UM  ralatt 

^•"$1.98 


KnuUrtUiQwUlt 

»"-$1.49 


^  T"^  39c^  ^ 


and  Marquisettes 

Trt  47c 


Beanlllul  Filel 


T,S»cYalun 

^^29c  ^ 


In  Sopberb  Quail 

Y.H49C 


^J_"HI5c 


SSSSn'^^ 

RenlartieQiuilUy 

^"'  59c 


Curtain  Marquisettes 

'"^59c 


Fine  QuaUty 
Curtain  Marqulsett 


»"*49c 


..^I'l^?*- 


Fig.  5. — This  Mandelbaum  page  is  rather  strongly  displayed  but  the  various 
panels  make  a  good  appeal  for  attention. 


chases,  buys  goods  that  do  not  sell  well,  or  buys  more  than 
can  be  sold  during ,  a  given  season.  Furthermore,  a  keen 
buyer  is  able  to  make  many  fortunate  purchases.  All  such 
situations  permit  special  prices  and  good  argument  for  the 


632 


THE  ADVERTISING  HANDBOOK 


sale  of  goods  at  new  figures.  No  live  store  likes  to  carry 
goods  indefinitely  but  prefers  to  get  rid  of  slow-moving 
goods,  shop-worn  stuff,  odd  sizes,  etc.,  at  prices  that  bring 
back  at  least  the  original  cost  of  the  merchandise. 


CHICAGO  DAILY  TRIBUNB 


Carson  PirieScott&Co 


U  tbe  N<fw  Modo,  Yet  Whh  •  OunBtaK  DSmtact 

These  SuitSi  G)ats  and  Frocks  for  Women 


A»rtn(fi|[.    Tipp*d  wiih  that  touch  at  dainltnn* 

JU  CMla  «t  SV.7S.  inSO  »ai  SHJO 
•tyfca  wTttcvrivn  wcSS^  ftnd  here  •»«. 


^B5"n^f; 


MARSHALL  FIELD  &  COMPANY 


"^'^^^^''^X^ 

.  '^^5^^' 

'^'w£^^ 

Flower-decked  Hals  of 
Fine  Straw  and  Lace 

pjTE  .>-^ia-_ra_^jr— — 

svtr-»:2:""j:i?: 


An  Exceptional  Sptcial  Purchase^ 

Maids"  Black  Uniforms— a/  Great  Savings  — $3  50 


I         The  March  Sale  of  Household  Uiilities 


Fig.  6. — Two  good  examples  of  Chicago  large-store  advertising.     Both  show 
effective  illustration   and   simple  arrangement  of  panels. 


At  the  same  time,  there  has  been  a  marked  tendency  in 
large-store  advertising  toward  rational  description  and  the 
building  up  of  a  distinct  store  policy. 

Elimination  of  Introductions. — Ten  to  twenty  years  ago, 
almost  all  large  retail  advertisements  began  with  an  elabo- 


ADVERTISING  THE  LARGE  RETAIL  STORE  633 

rate  introduction.  The  present  practice  is  to  omit  this 
general  introduction  unless  there  is  some  very  special  event 
requiring  it. 

The  difficulty  with  these  introductions  is  that  where  they 
form  a  regular  part  of  an  advertisement,  they  are  often 
written  whether  or  not  there  is  anything  to  write  about. 
Space  is  too  costly  for  anything  except  necessary  messages 
about  store  policy,  store  news  or  merchandise. 

Store  Editorials. — A  style  of  copy  that  John  Wanamaker 
and  others  have  made  popular  is  the  brief  store  editorial, 
which  may  deal  with  a  large  variety  of  subjects.  This  is 
undoubtedly  superior  to  the  old  general  introduction,  but 
if  all  stores  adopted  the  store  editorial  plan,  the  feature  would 
soon  become  commonplace. 

As  in  other  lines  of  advertising,  the  unusual  and  the  dis- 
tinctive commands  attention.  A  number  of  stores  have 
introduced  a  special  column  in  their  pages  written  by  some 
shopper  who  once  or  twice  a  week  goes  through  the  store 
and  notes  everything  interesting  in  the  way  of  vacation 
goods.  Such  a  feature,  if  carried  out  by  only  a  few  stores, 
proves  very  attractive. 

Women  in  Large -Store  Advertising. — Another  tendency 
that  has  become  marked  in  the  last  dozen  years  is  the  large 
increase  in  the  number  of  women  writers  in  large-store  adver- 
tising. It  seems  generally  recognized  that  the  woman's 
point  of  view  in  retail-store  advertising  is  particularly  valu- 
able, because  of  the  fact  that  a  large  proportion  of  the  mer- 
chandise is  sold  to  women.  It  is  not  uncommon  today  to 
find  a  store  having  several  women  writers  on  its  staff.  In 
many  cases  these  come  from  the  ranks  of  the  saleswomen  or 
from  the  assistant  department  managers. 

Charging  of  the  Advertising  Expense. — The  large  store 
practice  is  for  each  department  to  be  charged  with  the  cost 
of  the  advertising  space  it  uses.  The  space  occupied  by 
store  editorials,  introductions,  and  such  general  features 
as  the  principal  headline,  the  signature,  etc.  is  divided  up 
among  the  various  departments  in  accordance  with  the 
space  they  use. 

Records. — The  records  of  a  large  store  should  show  not 


634 


THE  ADVERTISING  HANDBOOK 


only  the  cost  of  advertising  and  the  results  from  all  of  the 
special  events  but  should  include  scrap-books  showing  com- 
plete proofs  of  all  advertisements.     Some  stores  maintain 


m^i^  Spring  Opening  ^*^iw 


With  a  full  apniTciadon  of  our  patroni^reicr«ice»,-jre  aav«  c^ih-^  ^••hion*  which  ben  ^xpreu  ih«  rollickine  tficmi  of  this  1930  season.  In  »wts. 
c«nr,  iktfm'  btiMi«r«nd  miHiner/  fo^Aeroea  tod  quHCt.  i*  w<?n  as  in  apparri  vid  mitbnrn  lor  chiMixn.  one  iind*  cxprrtscJ.  here,  (He  bihions 
(rom  lourcc*  wbicA.  ^cknowledfiag  no    rtsftieHort    Dot  that  oi  good  u«e.  emit  modn  ihorouehir  orieinJ  and  dcbghtfuHr  becoming- 


y/  Representative  Display  of  Apparel,  Millinery  and  Accessories 


.M.«i-..>UrW.  Til 


l'..    't\'''F".htn>i. 


r"Jufw' 


A  Fashion 
Promenade 

Lioirig 
Modds 


ff^omen's  Spring  Suits,  $39.50  to  $225.00 

Women's  Spring  Coats.  $29.50  to  $150.00 

Original  "Milgrim"  Suits 

Comprehensive  Collections  of       ExQUisitC   SbrinS  AIUHnerV        ^^^  Blouses  and  Exquisite 
Apparel  for  -Misses  .  3^^  J„^  ,^„^,^ ,  ^  £  „  ^*  .  .„     „^  ^^        Negligees  Are  Included 

and  Girls  •  A  rii,»n.,«i«^rf„i*«.w^«..^„.i~KV^^^  jn  the  Style  Show 


Women's  Spring  Frocks.  $35.00  to  $225 

Women's  Separate  Skirts,  $19. 75  to  $39.50 

Original  "Milgrim"  Frocks 


be  daifed  ■■  »  mmnal,  ihi5e  tnd  Myte,,  Tfc< 
B  Iht  men  chttminf  w«  fetvc  ever  diiplnvd,  i 


(M.tta.  hJ.  Smm  ,mJ  f  4*He  ( 

Dufiaef^  Sferrl  aW  r«Veeerf  KM 
tiri  all  te  «.o««  ken  *'"  '*'  "'""  '."^ '*"■♦  C»«r™ 


«WrflralU~J~ki'be»klt^I«««Jeredlib.j.        «'■*   j£"' 'JI^Tf"  J™  "■'|«?^'^^  All  in  dl.  *.•  d.ipl.y  .1  .        l.'.'S^'SfclV'SSlS'*.  el*— i?S«iT.  "jlSS^ 


lotOtranKope    Ther  •»  lilk  Iue4 


Fig.  7.— Example  of  attractive  Spring  Opening  page  by  a  Cleveland  store. 
The    general    effect   is   very    good. 


scrap-books  also  of  their  principal  competitors'  advertisements. 
The  records  should  also  show  proofs,  costs,  results,  etc.,  of  the 
store  paper,  package  circularization,  and  the  Uke. 


ADVERTISING  THE  LARGE  RETAIL  STORE 


635 


Informing  Salespeople  of  Advertisements. — ^A  dangerous 
weakness  of  large-store  advertising  is  the  lack  of  information 
on  the  part  of  salespeople  about  the  advertised  goods.  When 
a  customer  reads  an  enthusiastic  description  of  attractive 


MCREERVS  AimiML  SPRING  SALES 

Embracing  Every  Department 


^ 


Annual  Spring  Sale 
"McCreery  Silks' 


Fowa  Omt  HtU  •  CM^  he  Slyk.  0«i£(r  «W  Vai 


Fig.  8. — Example  of  a  conservative  "Spring  Sale"  page. 


goods  and  goes  to  the  advertised  department  on  a  shopping 
tour  only  to  find  that  the  salesperson  greeting  her  has  a  very 
hazy  knowledge  of  the  goods  in  question,  her  enthusiasm  is 
likely  to  be  chilled  considerably. 


636 


THE  ADVERTISING  HANDBOOK 


Some  stores  content  themselves  with  merely  sending  to 
each  department  a  proof  of  the  .advertisement  that  is  to  ap- 
pear on  the  following  day,  and  having  these  proofs  posted  in 


iJSld^kkxfS^Sai^^Mm^Mt^ 


•l£^?ar»"5  •■.JKS'SSS.'SS    lUSiuky.u  tht  Fa*Uon 


Mihd/tHoneryMat'  ~  iVhit'CtmUt 


Fig.  9. — The  general  arrangement  of  this  early  spring  fashion  page  is 
good.  The  five  illustrations  at  the  top  are  arranged  artistically.  The  hand- 
lettered  line  at  the  top  is  a  good  style  for  a  signature  display  but  is  not 
especially  effective  for  headline  use. 

a  frame.     Other  stores  require  each  salesperson  to  initial  the 

proof,  so  that  no  one  may  say  that  he  or  she  did  not  see  it. 

Setting  a  Typographical  Style. — As  every  large  store  is 

seeking  distinctiveness  in  its  announcements,  it  is  customary 


ADVERTISING  THE  LARGE  RETAIL  STORE  637 

for  each  store  to  stick  to  a  certain  style  of  display  or  body 
type.  In  some  cases  the  store  either  buys  special  type  for 
its  display  or  asks  the  publishers  to  do  so.  The  various 
illustrations  of  this  chapter  indicate  the  wide  range  of  typo- 
graphical dress  adopted  by  large  stores.  There  is  no  such 
thing  as  laying  down  rules  as  to  what  constitutes  effective- 
ness. The  things  most  to  be  desired  are  distinctiveness  and 
easy  reading.  A  great  deal  of  large-store  advertising  is  so 
complicated  in  its  display  that  reading  is  difficult. 

Dealing  with  Publishers. — The  advertising  man  for  the 
large  store  will  find  it  an  advantage  to  have  a  number  of 
layouts  printed  on  large  sheets  of  paper,  page-size  if  he  uses 
page  advertisements,  and  half-page  if  he  uses  half-pages,  etc. 
He  will  also  do  well  to  request  publishers  to  assign  certain 
men  in  their  composing  rooms  to  handle  the  storeys  copy. 
Familiarity  with  the  desired  style  will  aid  in  getting  good 
proof  without  extra  work. 

Many  big-store  advertising  men  make  it  a  point  to  become 
acquainted  with  the  typographical  men  who  handle  their 
copy. 

Miscellaneous  Advertising  Eflfort. — The  work  of  the  big- 
store  advertising  man  is  not  confined  to  his  newspaper  adver- 
tising by  any  means.  The  list  of  charge  customers  affords 
a  fine  mailing  list  to  which  he  can  direct  letters  and  special 
circulars.  Some  stores  maintain  other  mailing  lists  of  newly 
married  couples,  young  children,  etc.,  so  that  special  appeals 
can  be  sent  to  these  classes. 

Many  of  the  large  stores  maintain  a  mail-order  department, 
which  calls  for  a  catalog  and  considerable  special  material. 
There  is  opportunity  for  the  distribution  of  much  effective 
advertising  matter  in  packages,  monthly  bills,  and  the  like. 

A  great  deal  of  news  interest  happens  in  a  large  store. 
While  the  newspapers  are  on  their  guard  against  deliberate 
press  agent  work,  they  are,  at  the  same  time,  receptive  to 
anything  that  is  of  real  news  value,  and  the  advertising  man 
should  lose  no  opportunity  to  bring  such  incidents  or  items 
to  the  attention  of  the  press.  One  example  will  suffice: 
some  years  ago  when  an  employe  of  Bloomingdale^s  store  in 
New  York  won  the  Marathon  race,  the  newspapers  printed 


638 


THE  ADVERTISING  HANDBOOK 


considerable  information  about  the  former  work  of  this 
young  man,  how  he  practiced  running  on  the  roof  of  Bloom- 
ingdale's  store  in  odd  hours,  etc.  As  might  be  expected, 
much  of  this  information  came  from  Bloomingdale's  pubHcity 
department. 


Fig.  10. — This  San  Francisco  advertisement  features  suits  and  coats  by 
means  of  a  striking  panel  arrangement.  The  balance  of  the  illustrations  and 
headings  is  good  throughout. 


Use  of  Newspapers. — Making  up  the  list  of  newspaper 
mediums  for  the  big  store  is  often  a  real  problem.  Where 
the  store  is  in  a  town  possessing  only  one  or  two  newspapers, 
the  problem  is  not  so  difficult,  but  in  large  centers  such  as 


ADVERTISING  THE  LARGE  RETAIL  STORE  639 

Chicago,  Boston,  or  New  York,  where  there  are  many  papers 
all  desirous  of  carrying  the  full  advertising  and  using  every 
possible  means  to  secure  it,  the  problem  is  not  so  easily 
settled.  Few  stores  can  afford  to  carry  their  full  adver- 
tisements in  all  of  the  available  newspapers.  The  advertising 
man  must  be  on  his  guard  against  undue  influence.  While 
he  may  never  be  able  to  prove  his  decisions  by  absolute 
calculation,  he  can  at  least  make  a  careful  study  of  the  different 
types  of  audiences  reached  by  the  various  papers  and  advise 
his  firm  accordingly. 

Preparation  of  Copy. — Department  store  copy  is  simply 
retail  copy  on  a  large  scale.  The  principles  of  copy-writing 
applying  to  good  advertising  in  general  apply  also  to  big-store 
work.  Because  of  the  size  of  the  advertisement,  it  is  neces- 
sary for  the  store  to  work  several  days  ahead.  The  general 
practice  is  for  stores  to  furnish  copy  for  a  Friday  advertise- 
ment on  Wednesday,  so  as  to  give  at  least  a  full  day  for 
handhng  the  composition. 

Most  stores  furnish  a  rough  layout  for  all  advertisements, 
but  as  the  style  of  display  type  desired  is  usually  understood 
by  newspapers,  it  is  unnecessary  to  stipulate  styles  and  sizes 
throughout  the  advertisement. 

The  following  data  is  typical  of  the  kind  of  material  that 
an  advertising  man  will  often  get  from  the  buyer  of  a 
department. 

New  Models  Parisienne  Corsets 

High-class  materials,  the  best  of  workmanship,  and  the  best  quaUty 
of  boning.     Very  distinctive. 

Topless  model  of  pink  coutil,  elastic  section  under  bust,  both  sides  well 
boned,  at  $10.50. 

Pretty  model  of  pink  broche,  topless,  elastic  in  waist,  boned  back  and 
front,  $12. 

Very  low  model,  fancy  pink  batiste,  long  skirt,  light  weight,  very 
comfortable  model,  $15. 

Another  very  low  model,  excellent  quality,  broche,  higher  over  shoul- 
ders, long  skirt,  heavily  boned.  Can  supply  in  girdle  top  in  pink  broche, 
strongly  boned,  at  $17.50. 

Model  in  white  broche,  dotted,  very  low,  full-bust,  very  long  skirt, 
elastic  gores  in  front,  good  boning,  $18.50, 


640  THE  ADVERTISING  HANDBOOK 

The  following  reproduction  of  a  corset  advertisement  shows 
how  the  message  appears  in  the  store's  page  when  the  advertis- 
ing man  has  given  the  data  his  attention  and  the  copy  has 
been  finally  approved. 

Presenting  the  New 

Models  of  Parisienne 

Corsets 

Though  a  woman  can  see  the  beautiful  materials  which 
make  these  fine  Parisienne  corsets,  she  cannot  see  the  best 
quality  boning  which  is  used  in  them  and  the  fine  workman- 
.ship,  but  it  is  these  which  help  make  the  Parisienne  distinctive 
and  give  it  just  the  right  lines. 

An  excellent  topless  -model  of  1  Of  an  excellent  quality  of  brochc 
pink  coutil,  clastic  section  undei-  and  very  low  and  full  in  front  and 
bust,  each  side .  strongly  boned,  is  slightly  higher  over  shoulders,  witli 
$10.50.  I  long  skirt,  heavily  boned,  is  another 

An    attractive    model    of    pink  i   style;  or  a  girdle-top  model  of  pink 
broche   is  topless,  with   elastic   in      broche,.  which  is  strongly  boned,  is 
■waist,  well  boned  in  back  and  front,      ?17.50. 
has  free  hip  and  is  $12.  A  model  of  dotted  white  broche, 

A  model  of  fancy  pink  batiste. i.s  j  very  low  full  bust,  very  long  skirt, 
•very  low,  long  skirt,  and  is  light  I  with  clastic  gores  in  front,  well 
and  comfortable;  it  is  $15.  I   boned,  is  !Sl8.5Qj 

.(liiirti    floor.    riic»lnul> 

Fig.   11. 

Figures  12,  13,  14,  15  and  16  are  reproductions  of  actual 
advertising  work  in  the  Dayton  store  of  Minneapolis. 

Figure  12  is  a  typical  sheet  of  copy  as  prepared  finally  for  the 
printer.  Inasmuch  as  the  newspaper  understands  the  style 
of  display  type  and  body  type  desired  by  the  advertiser,  it  is 
necessary  only  to  mark  sizes.  The  writer  has,  therefore, 
merely  indicated  the  size  for  the  general  heading  and  suggests 
12-point  for  the  opening  paragraph,  with  the  remainder  in 
10-point. 

Figure  13  shows  the  marking  of  the  writer  where  both  side- 
heads  and  figure  display  are  to  come  out  strongly.  In  this 
case  he  has  decided  to  have  his  side-heads  in  18-point  and 
his  prices  in  24-point  instead  of  letting  these  items  be  of  the 
same  size  as  the  text  type  as  illustrated  in  Figure  12. 

Figure  14  is  a  reproduction  of  the  Dayton  store  layout. 
This  is  typical  of  layouts  used  by  large  stores  in  order  to  give 
the  compositors  a  general  idea  of  the  effect  desired.  The 
layout  man  here  has  used  the  expression  ^'24  ems,"  *'26  ems," 
etc.  in  indicating  his  width  for  the  different  sections  of  the 


ADVERTISING  THE  LARGE  RETAIL  STORE  641 

advertisement.  While  this  is  common  practice,  it  is. somewhat 
more  precise  to  use  the  expression  ''picas/'  because  picas  never 
vary  in  width,  while  the  em  varies  with  the  style  of  type  used. 
"(A)"  and  ''(B)"  on  the  layout  sheet  simply  indicate 
small  pieces  of  copy  that  are  to  occupy  these  positions.  There 
being  no  headlines  by  which  to  identify  these  little  items,  they 
are  for  purposes  of  identification  and  convenience  marked 
"(A)"  and ''(B)." 


i 


Sports  PrtLVB 

In  Spring 'g  PopolarltT  ^f 


nhat  daleotalile  little  Springtia*  frooks 
T'll  fasMoa  —  and  yoa  can  choose  no  lovellei 
Silk  for  a  sldrt,  a  blouse,  a  Salt  or  eyen  a 


vestee.  Ual<iuo  of  weave,  rlolOy  hantonlous  la 
oolor  —  effebta  that  are  entirely  new  and  re- 
freshing. 


Tal-ly-ho.  •Xouthful  little  oheck  patterns; 
striking  new  stripe  effects  —  for  Instance,  Tangerln* 
oheclced  with  White;  King's  Blue  with  Oold;  Rose  with 
arey  —  and  all  White,  of  course.  40  Inches  wide. 
f7.>30 

Gordelle.  Another  Sports  Silk  of  rar*  beauty  - 
and  Ideal  for  separate  skirts.  White  Plaid  effects, 
Tangerine,  Lettuce  Greea,  and  Blue   i|0  and  U2   Inches 
wide.  ♦6.50 


Boshanara.  Crepes  and  Chinohllla.  Satlna.  So 
good  for  Sprlogtiae  froclcs  and  blouses.  Both  are 
heavy  qpallt;  Silks  with  a.  crinkly  weave,  in  thft 
favors4  8haa««  of  Brown,  Navy  and  Beige.  16   inohes 
•lie.  >7.50         -»    * 


Canton  Crepes.  Too  kaev  what  favorites  thogr 
are,  and  aney  do  sake'  suoh  adorable  afternoon  and 
evening  frocks  and  sport  blouses.  They  new  shades  sf 
Tangerine,  Havyin  Dove  Qr^y,   Brown,  Black  and  Beige. 
itoTnohes  wide.  |5_    '»     -» 


Frenob  Chiffon  Taffeta.  For  ohlc  little 
frocks  — no  Silk  lends  Itself  better  to  the  new 
bouffant  effeots.   A.  very  handsome  Ravy,  froa  Bonnet, 
3b  inohes  wide.  $^.95  And  Black  French  Taffetas  at 
♦5.50  and  »t.5q  ^^ 

DAYTOR  Silk  Store  ->  Mala  Floor 

Fig.  12. 


The  layout  man  has  wisely  saved  himself  time  by  pasting 
on  the  proofs  of  the  illustrations,  the  ornamental  initial, 
the  store  signature,  etc. 

Figure  15  is  a  reproduction  of  the  proof  as  it  came  back  from 
the  newspaper  and  after  a  number  of  changes  had  been  made 
by  the  advertiser. 

Figure  16  shows  the  page  as  it  finally  appeared  in  the  news- 
paper. 

41 


642  THE  ADVERTISING  HANDBOOK 

A  careful  comparison  of  all  these  exhibits  will  give  the 
student  of  big-store  advertising  a  very  good  idea  of  the 
progress  of  an  idea  from  the  time  the  information  is  secured 
from  the  head  of  a  department  to  its  appearance  in  the  printed 
newspaper  page. 


1^^  <. 


aPBOIALl 

< 


IfT            ^  Blaok  Chitrm  Taffef.                              ^^.^ 

'  y    ^  "Oft  lurtroa«  qoalitj  wry  lovely  ?      ^    6^ J 

ga^  /    tor  puffy  Spring  frooka.  35  Inoha*    I  tl.96  1— ^J^ 

/V  *v   "Id*.  Ja«t  for  Tuesday,  Spaoial  at     J      / 

t  \  ♦1.95  yard.                      "^ 


a^ 


DMnoi  Sllka  —  Valm  Floor 


J^ortad  Pongeo 

Very  saart  for  blouBas,  lien'a  shlrtt 
—  and  a  desirable  quality  for  draperies,   96rf 
too.  This  la  the  natural  color  Pongee, 
33  Inobes  wide  —  and  free  froa  dust. 


OAYTOR  Silks  —  Mala  rioor 

Bew  patterns  you'll  like  for  house 
dresses,  aprons  and  Boys'  blouses  ■—  Tory 
good  quality,  too,  and  hundreds  of  yards    19^ 
to  choose  from.  Only  19^  yard. 

OAYTOH  Wash  Goods  —  Mala  noor 


r^  Polrst  tm\\\ 

On«  of  the  wst  popular  suit  fabrics 
this  Spring,  and  a  fln<  quality.  >avy,     >2.S5 
Taa,  0r«7  and  Blaok*  iia  Inches  wide, 

DAYTQK  Srssa  Ooods  ->  Main  noor 
FlQ.  13. 


ADVERTISING  THE  LARGE  RETAIL  STORE  643 

Journal  —  Mor\d*^   Rb-  ^d** 


W(»V»  ykrt  In  Affcrti..n 


Manch  IW(— Beaotifol  Fai^ri^iA^  Ready 
To  Obey  The  Calendars  v56Win9<2wfnarKi3 


(;t2-«""^ 


Arnorw  5pnrw4«>i«  VVoofcnV  Tlie 

New  Tw.tlr  Aw  (3oi+r  JXtiuyiiirf 


/53Vi'^»r 


0)ii4icrc»i»i  t«v|«r-T'*iB«er  ~ 


(31  ^"^^ 


^oor  Wew  &n'»^VVW 


U>4-w"t) 


^.^*,AY-y   g^ 


NOTIONS  5ALE 


'.        n^«"^)      :  f'^*^..) 


Fig.  14. — Layout  for  full  newspaper  page. 


644 


THE  ADVERTISING  HANDBOOK 


\Aarc\\  ]s\\ — Beautiful  Fabrics  Arc  Readi^ 
To  Obey  TKe  Calendar's  Sewing  G>mmancl: 


NOTIONS  SALE 


Fig.  15. — Page  proof  as  it  appeared  after  final  reading. 


ADVERTISING  THE  LARGE  RETAIL  STORE  645 


THE    taSKtJirOU*    JIOljRNAt. 


UITS- 


[  Trj~  from  »iO  to  (IS* 


The  'Dirtcb'ire  Poke  Is 
N«w  And  So  Becoming 


Wluft  New  In  Afternoon 
Frocks  For  Spring  Wcsr? 


BukM  Tu,  Ptwut  Oioi  Buul  CUSow 
<nfid  Is  Iba  liik  IMH  Itat  n  awtiai  • 
Sprint  tunriaPirliilbi  Mi  foradCuJoo 

FW  man  •(  <Mn>,  Iki  |»rk;  Tall<tu 
pl1rfri»»lNii.i»dBai«>»t«<ll(ecn«p 


Your  N*w  Sprmi  Wr«|iT 


Marcli  IsH — Bcaufiful  Fabrics  Are  Ready 
To  ObevjTVic  Calendar's  Scwm^  ComVnands 


Sports  Wcsves  Are  LcaiTin^ 
In  Spring's  PopuUrit^  yoU 


SPECIAL! 

BUkCl.l«^T.«rt. 


FiM  Pcr^W  '. 

jg^-^^Hj    19c    i 

f«ir.»'Tw|H  -"r~-"— , 

FraMli  •«(<'       •*~— — — ~ 

H  S*!^^srD^ !  $2.85 


Mmonj  S^rtnjtime  Woolens,  The 
Kew  TMiHji  ArrQ«ritc.D)stm{«nlM<t« 


rj-j 


r  Tri,..|i.,r.  »  Poun  Twill  r 


rot  ■imu  tbru  thw  Son**-  tenant    Slliir  Iwkur  ^  a  tt«  >••  lAi 
M*  ttnpM   ealM    ^■iMili"— «n    •«  Btw.  Sim*.  Gnr  lad  Tu  aM  b 


Spring's  G>tton  Fsbrics  »r«  Sheerer, 


Uccs  sre  "Gooil"  This  Sprmf— Tkes^  are  N««r 


NOTIONS  SALE   I 


Fig.  16. — The  advertisement  as  published. 


SECTION  33 
LETTERS  AND  FOLLOW-UP  SYSTEMS 

Both  ''Letters"  and  "Follow-Up  Systems"  have  a  broad 
scope  in  advertising.  A  letter  may  be  the  most  personal  and 
individual  sort  of  message;  or  it  may  be  a  separately  written 
letter,  but  be  one  that  is  written  in  exactly  the  same  form  to 
hundreds  of  people;  or  it  may  be  a  mimeographed  or  multi- 
graphed  production  with  either  the  name  of  the  addressee 
filled  in  or  sent  out  with  a  general  salutation  such  as  "Dear 
Sir,"  "Dear  Customer,"  etc.;  or  the  message  may  be  a  plainly 
printed  circular  letter,  a  letterhead  being  used  merely  to  put 
the  appeal  in  the  form  of  a  letter. 

Letters  are  used  more  extensively  as  follow-ups  than  any 
other  form  of  advertising,  and  yet  booklets,  house  publications, 
folders,  postal  cards,  mailing  cards,  telegrams,  samples,  port- 
folio exhibits,  and  other  means  and  methods  may  form  a  part 
of  a  follow-up  system. 

The  Letter  as  an  Advertising  Medium. — The  business  letter 
has  a  wide  range  of  usefulness.  The  limitations  of  space  in 
this  volume  require  that  it  be  treated  here  as  an  advertising 
medium  or  method.  And  as  advertising  is  used  to  retain 
good  will  as  well  as  to  gain  sales  and  good  will,  the  "good  will 
letter"  will  be  considered  as  well  as  the  outright  sales  letter. 

In  a  general  sense,  all  letters  from  a  business  firm  that  has 
goods  or  service  to  sell  are  sales  letters.  This  is  often  over- 
looked, with  the  result  that  letters  go  out  from  some  depart- 
ments breathing  good  will  to  customers,  while  from  perhaps 
half  a  dozen  other  departments  in  constant  contact  with 
customers  the  correspondence  is  cold,  stilted  or  even  repelhng. 
Many  large  organizations  are  overcoming  this  weakness  by 
placing  a  competent  person  in  charge  as  correspondence 
supervisor  or  adviser.  Such  a  person  undertakes  to  see  that 
the  real  spirit  and  policy  of  the  advertiser  is  carried  out  in  all 

646 


LETTERS  AND  FOLLOW-UP  SYSTEMS  647 

letters  that  are  written,  no  matter  from  what  department 
of  the  business. 

The  letter  owes  its  peculiar  value  as  an  advertising  medium 
to  the  fact  that  it  comes  addressed,  in  many  cases,  to  an  indi- 
vidual, or  at  least  shows  that  it  is  a  message  intended  for  one 
concern  or  for  a  certain  class  of  concerns  or  readers  rather 
than  a  very  large  group  such  as  is  reached  by  a  magazine  or 
newspaper.  In  other  words,  there  is  an  individuality  or 
directness  to  the  letter,  varying  in  degree  according  to  its 
personal  nature,  that  is  lacking  in  advertising  that  has  large 
and  general  circulation  through  publication  in  periodicals. 

When  the  letter  is  read  there  is  no  other  reading  matter 
alongside  of  it  to  distract  attention.  It  may  be  delivered 
sealed.  There  is  ample  opportunity,  from  the  impressive 
letterhead  down  to  such  detail  as  the  signature,  to  make  a 
strong  impression  on  the  reader.  Whether  used  as  a  major 
medium  or  in  merely  a  supplementary  way,  the  letter  may 
play  a  highly  important  part  in  advertising. 

Letter-advertising,  whether  sent  out  under  1-cent  postage  or 
2-cent  postage  is  expensive,  when  the  cost  of  letterheads, 
envelopes,  typewriting  or  printing  are  all  considered.  The 
best  advertising  skill  should  be  utilized  in  order  to  make  this 
investment  bring  the  proper  return. 

Advertising  Value  of  Letterhead. — The  trend  of  the  times  is 
toward  the  simple  letterhead  as  opposed  to  those  which  show 
a  multitude  of  names,  all  the  buildings  of  the  firm,  a  lettered 
panel  or  so,  and  perhaps  have  the  remaining  blank  spaces  at 
the  top  of  the  sheet  filled  with  supposedly  artistic  shading. 

The  examples  making  up  Figure  1  are  typical  of  letterheads 
used  by  leading  advertisers. 

No  general  rule  can  be  laid  down  with  respect  to  what  is  an 
appropriate  letterhead  for  an  advertiser.  What  would  be 
simple  and  strong  for  the  National  City  Bank  Company,  of 
New  York,  would  hardly  fill  the  need  of  the  packer  of  canned 
goods  or  the  proprietor  of  the  farm  marketing  Shetland  ponies 
or  pure-bred  Jersey  cattle.  These  latter  advertisers  may, 
with  excellent  reasons,  prefer  a  letterhead  that  illustrates 
their  product.  Then,  too,  the  various  purposes  of  letters  may 
call  for  different  letterheads. 


648 


THE  ADVERTISING  HANDBOOK 


30t^vRlk\\u%mdh't^hixQ\i^(l 


IwiffiliyTh 


Apoorv,  Brovvtlk:  K  Co, 


^jssfwM 


Forrest   Bucannon   Company 

Wholesale   Dry.  Goods 


^So   Brtiiidn'ay 


:^7ln\iiHAii]  l^iitinx  I'^ip'"'' (onilniny 


Alexander  ^■Brothers 


.1>i>.t(s  ,)i  1  tdriii-r  Ht^iji^  ^f\.\^l  mi.  <\  K^iitK--* 


Fig.  1. — Some  examples  of  modern  preferences  in  letterheads  for  business 

correspondence . 


LETTERS  AND  FOLLOW-UP  SYSTEMS  649 

Sales  letters  may  appropriately  go  out  on  letterheads  that 
would  savor  too  much  of  an  advertising  type  for  special 
correspondence  from  the  president  of  the  concern. 

Illustrated  Letterheads  and  Letters. — Figure  2  shows  a 
number  of  illustrated  letterheads.  Included  in  this  exhibit  is 
a  type  of  illustrated  letterhead  used  by  manufacturers  as 
a  dealer-aid.  The  strong  feature  of  such  an  aid  is  that  most 
small  dealers  will  use  it,  whereas  they  usually  forget  or  neglect 
to  send  out  booklets  and  folders. 

A  number  of  advertisers  have  found,  in  using  letters  that 
are  plainly  printed,  that  it  is  often  an  advantage  to  use  small 
illustrations  in  the  body  of  the  text.  These  not  only  make 
letters  distinctive,  but,  as  in  the  case  of  illustrated  matter 
generally,  permit  the  visualization  of  ideas  that  are  more  or 
less  difficult  to  represent  in  mere  words. 

Very  artistic  effects  are  possible  by  having  the  illustrated 
parts  of  a  letterhead  come  out  in  a  second  color,  such  as  buff  or 
gray,  which  may,  without  harm,  often  extend  well  into  the 
body  of  the  letterhead. 

This  is  shown  by  the  Frank  E.  Davis  letterhead,  where  the 
masts  of  the  boats  at  the  bottom  of  the  sheet  stick  up  into 
the  body  of  the  sheet  and  are  frequently  under  part  of  the 
letter.     This  bottom  illustration  is  in  a  pleasing  gray. 

Advertising  on  Front  or  Back  of  Letterhead. — Many  adver- 
tisers find  it  expedient  to  run  advertising  matter  of  different 
kinds  either  on  the  front  of  the  letterhead,  in  a  column  along 
the  left  side  or  else  on  the  back  of  the  letter  sheet.  The 
argument  for  such  material  appearing  on  the  front  is  that  it  is 
more  certain  to  be  seen  there  than  if  placed  on  the  back.  On 
the  other  hand,  that  position  takes  up  some  of  the  space  that 
may  be  needed  for  the  personal  message  of  the  letter.  The 
argument  for  advertising  material,  pictures,  etc.,  on  the  back 
of  the  letterhead  is  that  more  room  is  available  and  there  are 
more  possibilities  from  the  viewpoint  of  good  arrangement. 

The  question  of  what  extraneous  or  commercial  matter 
may  safely  be  printed  on  a  letterhead  is  always  an  important 
one.  In  some  cases  the  including  of  advertising  matter  on 
the  letterhead  would  be  undesirable.  In  other  cases  it  is 
perfectly  appropriate. 


650 


THE  ADVERTISING  HANDBOOK 


jl:Jjt  LPc^j'iiJiJJJ^jJjj  J 


y:t/  -lujrmi^jj  jI  r^:jjW>y  Mid  'J'jj  jjt  4 


iyx3^^\i/jj>\(fejmij 


«.pei;^f^"^>'« 


^^^"^S  CO. 


^^,,,,3,.,.-^*«^- 


Frank  E  Davis  Coh 

Salt  "^ackers 


ma! 


Fig,  2, — Good  examples  of  illustrated  letterheads. 


LETTERS  AND  FOLLOW-UP  SYSTEMS 


651 


Some  advertisers  content  themselves  with  a  water-mark 
picture  or  a  trade-mark  incorporated  in  their  letter  paper. 

The  4-Page  Folder  Letter. — Another  style  of  illustrated 
advertising  and  sales  letter  that  has  grown  in  favor  during  the 
last  few  years  is  the  letter  consisting  of  four  pages — a  double 


"Tui'iv  tKe  Fcvucet" 

Hot  Water, 

fn.'<tiinliiticous  -  /ncxhiitintthk'  -  Irivxpcnuiye 

B«»tcn.   P».,   )M^'»\   le,    193£ 


Jott  thlnJc  &  nioncnt  tbotjt  hot  water.  Plenty  cf  U 
moans  a  chetrful  fjinil;.  Lack  of  It  Eeatii  b;  »h«  n>c)tCTi  for 
In  advance,  laundry  vztY  delayat*  .and  th«  nott  ordinary  hcu*«»^ 
hell"   tatVi!  ruiject   to  TeiatSon. 

■»ut  aor«  lE-crtant  thin  luxury  I«  htalth.       Th«  hy- 
glac.a  cf  your  hone   rests  abac  lately  ur^on  ^ct  vater*       The  lurk- 
\r^  e«ra.   the  death  i««al!nt    iaaact ,    love  the  >ici««  rltfcoot  abttB- 
dant  hct  irat.r. 

"Tie  rnc  sure  ncans  of  !  ot  rater  ;e,  the  HUUI  Antonatle 
7!ater  Tester.       U  el^ea  you  cracVllne  hot  water  every  tli-e  ycu 
turn  the   faicet.,        It  el'"*  you  a  curful  or  a  hcueeful  and  It 
doesn't  haTe   to  t>.!  llfhted  or  »xt!nfui»he('.          It  le  autc»tle— 
all  you  do   1«   to  tv.rr.  the  'aitcet. 

The  f  "er  »«  r-ai*  you  renalna  oT«t'    for  a  ahort  tlsie 
only.       Why  not  t«*a  u«  v?)  on  It    or  l»t  ue  talX  It   o*«rt      7ou 
al^t^ly  can't   loea.       If  700  don't   llJca  tha  heater  yon  don't  Iru.* 
It,    If  "ou  dc,   liiy  It --and  ycu  will— our  teine  ar«  r«lnlesa. 

1^  /hen  -ay  »e  call  on  you' 


CToaaircial  .^eant 


Fig.  3. 


-An  illustrated  letterhead  that  shows  the  article  itself  and  also 
suggests  the  comfort  to  be  had  from  its  use. 


sheet  folded  once.  See  Figure  7.  This  arrangement  leaves 
the  first  page  for  use  as  a  letter  sheet,  but  affords  two  inside 
pages  and  a  fourth  page,  if  necessary,  that  can  be  used  for 
descriptive  matter,  illustrations,  etc.  The  argument  for  this 
type  of  sales  literature  is  that  when  a  letter  is  written  on  this 
form,  the  price  lists,  illustrations  of  the  product,  descriptions, 


652  THE  ADVERTISING  HANDBOOK 

etc.,  printed  on  pages  2  and  3,  are  certain  to  go  along  with  the 
letter,  whereas  when  this  data  is  given  in  separate  folders, 
booklets,  etc.,  there  is  not  only  the  chance  that  it  may  be 
overlooked  by  the  advertiser's  office,  but  also  the  chance  that 
such  enclosures  may  be  misplaced  before  the  letter  gets  to 
the  person  to  whom  it  is  written. 

Reports  from  advertisers  who  use  this  4-page  letter  form 
are  favorable  as  to  the  results  produced. 

POINTS  IN  WRITING  SALES  LETTERS 

Interesting  First  Paragraph. — A  letter,  Uke  any  other  adver- 
tisement, should  open  in  an  interesting  way.  A  common- 
place beginning  may  tempt  the  reader  or  intended  reader  to 
throw  the  letter  away  without  giving  it  attention. 

Interesting  beginnings  may  be  secured  by  opening  with*  a 
short  sentence  or  paragraph  that  may  ask  a  question,  incor- 
porate a  newsy  item,  make  a  positive  statement  of  a  nature 
that  will  stimulate  curiosity  or  at  least  make  a  favorable 
impression,  or  include  the  name  of  some  acquaintance  of  the 
reader. 

"We"  and  "You"  Language. — It  is  not  wrong  to  use  We 
and  I  in  the  beginning  of  a  letter  or  in  any  other  part  of  it 
where  personal  pronouns  are  in  order,  but,  generally  speaking, 
most  sales  letters  are  weakened  by  so  much  ''We"  and  ''I" 
talk,  and  so  little  of  the  ''You"  and  "Your"  spirit.  This 
is  merely  a  mistaken  point  of  view.  The  writer  who  has  goods 
or  services  to  sell,  is  much  concerned  with  his  side  of  the 
matter  and,  unless  he  deliberately  schools  himself  to  take 
the  viewpoint  of  the  reader  of  the  letter,  he  is  likely  to  overdo 
the  "We"  and  "I"  talk.  Letters  should  discuss  "your 
need,"  "your  comfort,"  "your  profit,"  etc.,  should  give 
prominence  to  such  thoughts  as  opposed  to  language  of  the 
type  of  "Our  goods,"  "We  wish,"  etc. 

Interest  and  Belief. — With  respect  to  the  development  of 
interest  and  the  inducing  of  belief,  letters  do  not  differ  from 
other  forms  of  advertisements.  Therefore,  the  sections  of 
this  book  that  deal  with  copy,  the  psychology  of  advertising, 
etc.,  should  be  consulted. 


LETTERS  AND  FOLLOW-UP  SYSTEMS 


653 


Making  Action  Easy. — Much  of  the  effectiveness  of  sales 
letters  depends  on  making  it  easy  for  the  reader  to  take 
action.  If  the  letter  merely  makes  a  good  impression  but 
leaves  the  reader  to  act  at  his  own  convenience  or  by  his 
own  method,  the  advertiser  may  fall  short  of  his  purpose. 
Action  may  be  induced  by  the  following  expedients: 

1.  Enclosing  a  reply  card. 

2.  Inviting  the  reader  to  write  his  reply  on  the  back  of  the  letter 
while  the  matter  is  before  him. 

3.  Inviting  reader  to  merely  write  "O.K."  on  the  letter,  sign  his  name 
and  return  it. 


Gentlemen:-' 

Without  any 
expense  or  obliga* 
I  tion  on  my  part 
you  may  send  me 

a  copy  of    your  book,  "Successful  Farm  Buildings". 

My  name 

My  P.O.  address... 

R.  F.  D.  No 


Fig.  4. — Attractive  reply  card  for  use  with  follow-up  letter  of  a  lumber  and 

cement  dealer. 


4.  Inviting  reader  to  fill  out  a  blank  that  is  a  part  of  the  letter  and 
probably  printed  at  the  bottom. 

5.  Suggesting  that  reader  telephone  immediately  to  the  local  dealer 
or  agent. 

6.  Suggesting  that  reader  do  something  else  with  letter — hand  it  to 
his  wife,  his  partner,  etc. 

Tone  and  Style  of  Sales  and  Follow-Up  Letters. — Copy  for 
sales  and  follow-up  letters  brings  into  consideration  all  of  the 
principles  that  govern  good  advertising.  The  only  difference 
is  that  the  letter,  because  of  its  very  nature,  permits  a  little 
more  direct  and  colloquial  style  than  other  forms  of  advertis- 
ing matter.  One  may  start  right  off  with  a  "Dear  Sir"  or 
"Dear  Mr.  Brown"  to  a  particular  type  of  person. 


654  THE  ADVERTISING  HANDBOOK 

Generally,  sales  letters  must  be  earnest  and  ring  true. 
Now  and  then  some  proposal  permits  of  light  or  jovial  treat- 
ment. Letters  from  manufacturers  to  the  trade,  for  example, 
sometimes  discuss  conditions  and  the  advertiser's  product  in 
a  breezy  style,  but  flippancy  and  lightness  are  dangerous 
qualities  unless  the  advertiser  knows  his  audience  well  and 
can  stop  safely  within  the  limits. 

Some  advertisers  of  strong  personahty  use  the  personal 
style  effectively  in  their  follow-up  letters,  and  write  to  dealers 
or  consumers  as  if  they  were  acquaintances.  This  style 
may  be  effective  if  not  overdone.  Carried  to  the  point  of 
over-familiarity,  it  may  defeat  its  own  purpose  with  a 
conservative  type  of  customer. 

General  Directions  of  a  General  Advertiser  to  Correspon- 
dents.— The  following  is  typical  of  general  instructions  that 
many  business  firms  are  now  issuing  to  their  correspondents: 
''Even  in  replying  to  a  simple  inquiry,  such  as  a  request  for 
a  memorandum  book,  etc.,  it  is  possible  to  work  in  a  pleasant 
paragraph  that  will  emphasize  the  high  quality  of  ALPHA 
Cement  and  ALPHA  Service  and  create  some  good  will  for 
the  Company. 

*'It  is  easy  for  us  to  assume  that  the  people  who  have  been 
handling  or  buying  cement  for  years  know  all  about  cements 
and  the  various  arguments  that  can  be  offered.  We  can  make 
a  mistake  there.  We  are  in  a  position  to  dig  up  and  offer 
some  distinctive  points  about  our  product  and  our  service, 
and  we   should  hammer  on  these  eternally. 

''Very  often  it  is  a  nice,  deferential  thing  to  introduce 
some  argument  with  'As  you  probably  know,'  'Of  course  you 
understand  that,'  etc.  The  customer  may  not  know  or  may 
not  understand  previously  to  our  writing  him,  but  a  prelimi- 
nary phrase  of  this  kind  often  takes  away  the  assumption 
that  might  go  with  a  direct  statement,  particularly  when  your 
correspondent  is  a  technically-trained  man. 

"For  example:  'As  an  experienced  engineer,  Mr.  Brown, 
you  know  the  importance  of  constant  inspection  in  order  to 
have  a  product  up  to  a  high  standard  all  the  time.  In  the 
ALPHA  plants,  inspections  are  made  hourly  throughout  the 
entire  process  of  manufacturing.     We  have  always  made  our 


LETTERS  AND  FOLLOW-UP  SYSTEMS  655 

chemists  "real  bosses"  so  far  as  their  activities  meant  the 
improvement  of  ALPHA  Portland  Cement.  We  have  not 
allowed  the  zeal  of  mechanical  men  for  impressive  output  or 
low  cost  of  production  to  lower  our  standard/ 

''We  wish  to  emphasize  the  name  ALPHA.  Write  this 
word  in  capitals  throughout  the  body  of  the  letter,  thus: 
ALPHA  Portland  Cement.     Don't  quote  the  word  ALPHA." 

Stereotyped  Language. — The  correspondent  should  strive 
to  keep  away  altogether  from  stereotyped  and  commonplace 
phrases,  particularly  at  the  beginning  and  the  ending  of  his 
letters. 

"Your  valued  favor,"  ''Your  esteemed  inquiry,"  "In  reply 
would  say,"  etc.,  is  what  might  be  called  "canned  language;" 
it  is  so  stale  that  the  stenographer  fresh  out  of  business  school 
has  phrase-signs  mastered  for  all  of  it,  and  language  of  this 
kind  has  no  place  in  letter-salesmanship. 

Work  for  an  easy,  courteous,  simple  style — the  style  of 
polite  conversation. 

Watch  your  composition  critically  and  try  to  work  out  new 
ways  of  opening  and  ending  your  letters  and  new  ways  of 
introducing  certain  arguments  and  statenaents.  It  is  very 
easy  to  improve  the  usual  way  of  beginning  a  letter  or  a 
paragraph.  Instead  of  saying  "In  reply  to  your  esteemed 
communication,"  we  can  write  "Responding  to  yoiir  request, 
we  are  pleased  to  send  you"  or  "In  answer  to  your  inquiry 
of  August  25,  we  are  glad  to  be  able  to  explain,"  etc. 

A  "communication"  is  a  letter,  an  inquiry,  a  question,  sDme 
information,  etc.  Why  not,  then,  give  it  a  simpler  name 
than  the  over-used  and  stilted  "communication?" 

Don't  say  "We  would  say."  If  you  would  say,  by  all 
means  say  it!  "On  that  point,  we  say  that  our  twenty-two 
years  of  experience,"  "Answering  your  second  question,  we 
are  glad  to  be  able  to  say  that,"  etc. 

"Replying  to  same — ."  This  use  of  same  is  very  poor 
English. 

Length  of  Letters. — Perhaps  the  point  about  letters  that  is 
discussed  more  often  than  any  other  is  the  question  of  how 
long  they  should  be.  Letters  that  are  too  long  for  their 
purpose  may  fail  just  because  they  repel  the  reader  or  tire 


656  THE  ADVERTISING  HANDBOOK 

him.  Many  people,  on  the  other  hand,  are  incHned  to  hold 
that  long  letters  are  rarely  read.  This  is  a  mistake.  Long 
letters  may  be  read  just  as  closely  as  short  ones,  but  long 
letters  must  be  pertinent,  just  as  long  advertisements  should 
be;  else,  their  length  is  inexcusable  and  a  waste  of  effort  and 
paper. 

But  before  deciding  what  the  length  of  a  letter  should  be, 
the  writer  must  decide  what  the  object  of  the  letter  is,  what 
class  of  people  are  to  be  appealed  to,  etc.  A  reader  may 
expect  and  read  pages  of  information  about  an  investment  or 
automobile,  when  he  would  not  read  more  than  a  few  para- 
graphs about  a  shaving  soap  or  an  announcement  about  new 
summer  hats. 

Then,  again,  if  a  letter  is  to  answer  an  inquiry,  is  to  give 
details  to  one  known  to  be  interested  in  a  subject,  much  more 
space  will  be  required  than  where  the  letter  is  to  merely  create 
interest  and  draw  an  inquiry.  A  sharp  distinction  must  be 
made  between  inquiry-satisfying  and  inquiry-developing 
letters. 

Strength  is  more  important  than  length.  If  the  letter- 
writer  concentrates  on  effectiveness,  and  writes  his  letter  with 
the  proper  type  of  reader  in  his  mind's  eye,  he  will  probably 
not  go  far  wrong  in  the  matter  of  length. 

Busy  business  men,  as  a  rule,  like  the  short  letter. 

Women,  farmers,  and  other  types  who  do  not  receive  so 
much  daily  mail,  may  safely  have  longer  letters  if  the  subjects 
require  them. 

One-Cent  or  Two-Cent  Postage. — Another  much-mooted 
point  is  that  of  whether  one-cent  or  two-cent  postage  stamps 
should  be  used  in  sales  letters  and  follow-up  letters  generally. 

This  is  another  of  the  questions  that  cannot  be  decided  in 
the  abstract.  It  has  been  demonstrated  that  certain  kinds  of 
letters  are  much  more  effective  when  sent  under  two-cent 
postage.  On  the  other  hand,  many  tests  have  shown  one- 
cent  postage  just  as  profitable  as  two-cent  postage  on  other 
kinds  of  letters,  so  evidently  no  one  is  safe  in  following  a 
general  rule.  Even  publishers  of  business  books  have  found 
one-cent  letters  more  profitable  than  two-cent  letters,  consider- 
ing the  cost  of  both. 


LETTERS  AND  FOLLOW-UP  SYSTEMS  657 

When  in  doubt  about  such  questions,  the  only  safe  thing  is 
for  the  advertiser  to  make  a  test — to  send  the  same  letter  to 
several  hundred  names  under  one-cent  postage,  and  to  several 
hundred  other  names  under  two-cent  postage,  and  be  guided 
by  results. 

•ALPHA  CEMENT- 

Tc  s  t  e  d  '  H  o ur  ly  •  a n  d  *  G  u a r  a  n  t  c  e  d 

Alpha-Portland- Cement- CoMPANT 

General- Offices  :    Easton.  Pa.  , 

AT  LAST,  ANOTHER  STOCK  OP  ILLUSTRATED  ENVELOPES 

About  two  years  ago  we  exhausted  our  stock  of  the  illustrated 
envelopes.    We  had  a  niimber  of  other  advertising  helps  at  that 
time  for  our  dealers  and  as  the  Government  was  urging  conservation* 
we  thought  it  best  not  to  restock  the  envelopes.    Now,  however, 
we  have  them  on  hand  again. 

A  large  number  of  our  dealers  were  furnished  with  the  envelopes 
in  the  past  and  we  know  thai  they  were  used  instead  of  being  put  away 
on  the  shelf  to  gather  dust.    Attached  is  a  specimen  of  the  envelope. 
As  you,  will  notice,  the  dealer's  name  and  address  is  put  in  the  upper 
left  corner  on  the  face  of  the  envelope  and  at  the  bottom  we  run  the  lino 

"Ask  us  for  free  96-page  handbook  on  concrete  work  and 
special  suggestions  on  what  you  are  planning  to  build." 

The  envelopes  are  made  with  ten  different  pictures  on  the  backs — 
concrete  roads,  fences,  silos,  barns,  garages,  etc.    Pifty  envelopes 
of  each  picture  combination,  or  a  total  of  five  hundred  envelopes,  are 
furnished  to  a  dealer  at  one  time. 

We  shall  be  glad  to  give  you  a  supply  of  these  envelopes  imprinted 
with  your  name  and  address  if  you  will  use  then  to  send  out  your  daily 
correspondence,  bills,  monthly  statements,  etc.  The  cost  of  printing  is 
very  high  these  days  and  it  would  do  neither  you  nor  us  any  good  if  the 
envelopes  are  tucked  away  on  a  shelf  and  never  used.  If  you  will  use 
them,  sign  the  form  below  and  mail  it  to  us.  It  will  take  several  weeks 
to  do  the  imprinting  work  and  get  the  envelopes  to  you. 

Truly  yours, 

ALPHA    PORTLAND   CEMENT    COMPANIT 


STREET  ADDRESS- 


Fig.  5. — Good  example  of  the  plainly  printed  letter  used  by  many  concerns 
in  presenting  proposals  to  the  dealer  trade.  A- headline  is  used  instead  of  a 
salutation  and  the  bottom  of  the  letter-sheet  provides  a  convenient  form  for 
replying. 

The  Filling  in  of  Names  and  Addresses. — MiUions  of  letters 
closely  resembling  typewriting  are  printed  on  machines,  and 
the  names  and  addresses  of  persons  who  are  to  receive  such 
letters  are  filled  in  by  typewriter  operators. 

At  one  time  this  fiUing-in  process  was  done  mainly  to  make 
printed  letters  look  like  personal  ones.     Readers  of  letters 

42 


658  THE  ADVERTISING  HANDBOOK 

have,  however,  become  so  accustomed  to  seeing  such  letters 
that  nowadays  most  groups  of  readers  can  distinguish  the 
individually  written  letter  from  the  printed  one.  Though, 
many    advertisers    have    no    intention    of    making    readers 

The  Nation's  BusiNjiss 


Tie  CoMtBxm.  of  Commerce  oJ 
the  UznxBD  States  ofAmmCA 

Washington 


I  ^  liiQlJ^   Qbuj^ojAj^    IS  -^  >fouxfC4> 
vfi/   -^£ka>  CAtA^fottAfTT  ortf  ^f&L  fcub^ 

Fig.  6. — A  novelty  in  follow-up  letter-correspondence.  The  body  of 
the  letter  is  printed  from  a  zinc  plate  and  the  salutation  "Dear  Mr.  Brown" 
is  filled  in  with  pen. 

believe  that  the  letter  is  a  typewritten  one,  the  filling  in  of 
the  reader's  name  and  address  makes  the  letter  seem  a  bit  more 
personal  than  a  general  circular  letter  opening  with  a  mere 
''Dear  Sir"  or  ''Dear  Friend.'* 


LETTERS  AND  FOLLOW-UP  SYSTEMS  659 

Some  advertisers,  fearing  that  letters  with  the  usual  types 
of  filled-in  addresses  will  make  readers  feel  that  they  are 
trying  to  deceive,  use  a  different  color  ribbon  for  filling 
in  the  letter,  or  say  in  the  letter  itself  ^'This  is  a  general 
(or  a  circular)  letter."  Such  expedients  may  sometimes  be 
advisable  but  are  not  usually  necessary. 

Whether  it  is  worth  while  to  spend  a  great  deal  of  time 
trying  to  make  names  and  addresses  exactly  match  the  body  of 
printed  letters  is  another  of  the  questions  that  depends  on  the 
group  of  people  addressed  and  the  purpose  of  the  letter. 

Today  many  advertisers  are  using  plainly  printed  letters 
like  the  one  shown  in  Figure  5,  carrying  a  subject  heading 
instead  of  a  filled-in  name  and  address. 

Whether  to  send  printed  letters  at  all  or  to  have  every 
letter  an  individually  typewritten  one  is  an  equally  important 
question  that  cannot  be  answered  except  with  all  the  facts  in 
each  particular  case.  Some  solicitations  should  be  sent  out 
in  the  style  of  individual  letters  for  every  case.  In  other 
cases,  a  good  printed  letter  will  accomplish  all  that  any  other 
form  of  letter  would  accomplish,  or  at  any  rate  will  accomplish 
more,  its  cost  considered. 

In  many  lines  of  business  individually  written  messages 
would  have  to  bring  a  much  larger  return  than  printed  letters 
to  justify  the  greatly  increased  cost. 

The  discriminating  advertiser  judges  the  mission  of  each 
letter  carefully,  uses  printed  letters  where  these  will  accomplish 
the  desired  result  and  uses  individual  letters  where  these  are 
really  needed.  No  matter  how  large  a  use  an  advertiser 
may  make  of  printed  letters,  he  will  have  many  inquiries 
and  much  special  correspondence  requiring  special  letters. 

Single  and  Double  Postal  Cards. — Single  and  double 
postal  cards  are  used  effectively  by  a  number  of  advertisers, 
though  not  to  the  extent  to  which  these  methods  might  well 
be  used.  The  advantage  of  the  postal  card  is  that  it  is 
first-class  mail  and  so  regarded. 

An  advertiser  who  was  advertising  his  product  with  small 
newspaper  advertisements  compiled  a  mailing  list  of  aU  the 
drug  stores  that  he  wanted  to  handle  the  product.  For  a 
period  of  twelve  weeks  he  sent  the  druggists  a  postal  card 


660 


THE  ADVERTISING  HANDBOOK 


reproducing  one  of  his  newspaper  advertisements,  commenting 
on  the  appeal  and  suggesting  that  the  druggist  place  an  order 
for  the  goods. 


TheLUNKEN'WlNDCWC9 


x^lllTEC  ri'P^M     l)H'\l'l_MIN1 


p^pp.ppp«p.M/.^^«,.j^p, 


.'Hum  iir  center  \cmilatiun  with 
jiietal  fratiies.  The  screenscovcr 
crheatl  txjx.    No  need  to  remove 


Permit  tl\e  use  :^; 
fuel  OASfs,  sa\e  !, 
inate  85%' of  s^r..> 


?  2  f"     '      '  ~^     large  number  ot  si 
itoftJi!S.S"'  of  construcuon 


'.'lunr.  reduce 

'.leaning,  eiim- 

Made  in  a 

rs  kiviwn  form 

1  the  iast  nail 


I  J 


Ocmed  m  h*K  the  Ume 


Fig.  7.— An    example    of    the    4-page    letterhead.     The    second    page    is 
turned  back  in  this  illustration  so  as  to  show  the  printed  matter  on  the  inside 


The  double  card  is  effective  because  the  second  part  of  the 
card  may  be  used  as  an  order  blank  or  a  reply  form.  In  a 
follow-up  on  prospective  dealers,  the  double  card  may  be 
used  conveniently  for  referring  inquiries  to  the  dealers,  the 
return  half  being  used  by  the  dealer  to  acknowledge  receipt 


LETTERS  AND  FOLLOW-UP  SYSTEMS  661 

of  the  inquiry  and  to  commit  himself  as  to  whether  he  should 
like  to  have  other  inquiries  sent  to  him. 

Booklets,  Folders  and  Mailing  Cards. — The  booklet,  the 
folder  and  the  mailing  card  are,  in  a  great  variety  of  forms, 
used  as  parts  of  a  folLow-up  system.  The  preparation  of  this 
material  and  its  particular  usefulness  are  described  in  the 
section  of  this  volume  devoted  to  Catalogs,  Booklets,  Folders 
and  Cards. 

Some  advertisers  find  that  a  judicious  mixture  of  such 
follow-up  material  with  letters  makes  a  more  effective  system 
than  a  long  series  of  letters.  A  booklet  may,  for  that  matter, 
accompany  a  letter,  the  booklet  affording  the  complete 
description  of  the  goods  or  some  special  argument,  while  the 
letter  gives  the  more  personal  side  of  the  solicitation. 

Scheduling  a  Follow-Up  System. — How  far  apart  the 
various  pieces  of  a  follow-up  system  should  be  depends  on 
the  territory  covered  by  the  mailing-list.  Some  advertisers 
send  out  material  every  ten  days.  Others  allow  two  weeks. 
Again  much  depends  on  the  character  of  the  follow-up. 
Follow-ups  to  a  consumer  who  has  inquired  may  follow  each 
other  rather  closely,  while  a  retail  dealer  receiving  manu- 
facturer's solicitations  may  become  annoyed  if  they  come 
along  too  rapidly. 

One  of  the  forms  shown  in  the  section  of  this  volume  devoted 
to  advertising  office  records  and  systems,  suggests  how 
labor  may  be  saved  in  an  advertising  department  by  having 
a  number  of  items  printed  on  a  card,  leaving  the  clerk  or 
stenographer  to  merely  put  in  dates  or  special  memo. 

MAILING  LISTS 

The  effectiveness  of  follow-up  depends  largely  on  the  quality 
of  the  mailing  list  that  the  advertiser  uses. 

MaiHng  lists  are  of  broad  variety.  They  may  be  made  up 
from  the  following,  and  many  other  sources: 

1..  Inquiries  from  advertising. 
2   Names  suggested  by  salesmen. 

3.  Names  suggested  by  dealers. 

4.  Names  from  directories. 

5.  Names  suggested  by  old  customers. 


662 


THE  ADVERTISING  HANDBOOK 


6.  Names  made  up  by  org^anizations  that  make  a  specialty  of  furnishing 
mailing-lists. 

7.  Names  of  charge  customers  or  those  who  have  purchased  a  certain 
kind  of  material. 

8.  Names  taken  from  assessors'  lists. 

9.  Names  taken  from  news  items  in  daily  papers  or  trade  papers. 


Your  Dollar  and  Where  It  Goes 
When  Spent  For 

Rogers  Pact  Clothes 


Tlie  circle  reproenta  the  dolW. 
Tht  %\»ck'',  I  graphic  ide*  of  how  luge* 
paRgoa  for  "labor"  ind  " 
75*. 


r.  s.  n.  BaU, 

Zastpn,  Pa> . 


M.teri.I-c<-..l-.c»i.di««u« 

....» j«i 

Tua— Fcdcnl  udSan : 

1  nm 

^lP=i 

i 

te«ri°^jr;;:::;;;;:;;;r:;;,;:; 
tSTSS," 

«!? 

>u«jr::::::::::::::.^ss 

"""SESS^r.^^^*^ 

?-....,«. 

September  22,  1920 


Dear  Sir:* 

He.  are  doin^;  the  unusual,  b«c«use,  latterly  In 
th«  eyes  of  many,  all  merohants  are  under  suspicion 
of  aajcing  extortionate  profits;  even  thougb  some  of 
us  continue  to  do  business  in  the  good  old  way,  in 
eplte  of  difficulties  and  the  general  tendency  to 
lower  standards  of  wares-  and  ethics 

Being  our  own  manufacturers  aa  well  as  whole- 
salers and  rstallers,.  you  will  agree  ws  should  earn 
a. fair  profit  on  these^  several  operations  as  re- 
lated to  clothing. 

The  above  cmalysie  shows  precisely  how  much  we 
got  out  of  the  six  Months'  actual  business  ending 
March  1st,  1920.   . 

As  for  hats,  shoes  and  haberdashery,  not  being 
manufacturers,  our  profit  is  even  less. 

Perhaps  It's  clearer  dwJ  why  ws're  always  so 
free  to  say,  "moneyback.^^/you  can  dp  better" 

Fall  styles  now  rej 

Aspect  ful 


Fig.  8. — Rogers    Peet    Company    have   here    made    an   effective   use   of   a 
chart  to  illustrate  the  argument  of  their  letter  about  the  price  of  clothing. 

Postmasters  and  letter-carriers  are  not  allowed  to  furnish 
lists  of  their  patrons,  but  postmasters  will  revise  lists  that 
have  already  been  made  up,  in  order  to  reduce  the  number  of 
wrong  addresses,  the  sending  of  mail  to  deceased  persons,  etc. 

Mailing-lists  should  be  revised  constantly  by  checking  over 
mail  returned  as  undeliverable,  the  sending  out  of  cards  asking 
persons  on  the  list  if  they  care  to  continue  receiving  the 
advertiser's  catalog  or  house  publication,  etc. 


LETTERS  AND  FOLLOW-UP  SYSTEMS  663 

Whether  names  and  addresses  should  be  kept  on  type- 
written Usts  or  cards  or  kept  in  the  form  of  addressing  machine 
stencils,  depends  on  the  use  that  will  be  made  of  the  names. 
If  only  a  few  pieces  of  mail  matter  are  to  be  sent,  a  list  or  a 
card  system  will  do  very  well.  Most  advertisers  keep  stencil 
lists  of  all  regular  customers  or  those  who  are  known  to  be 
regular  or  large  buyers  of  the  product. 

In  filing,  a  sharp  distinction  should  be  made  between 
customers  and  prospective  customers  and  between  other  dif- 
erent  kinds  of  lists.  The  use  of  cards  of  varying  color  will 
aid  greatly  in  this  distinction. 

Some  advertisers  use  loose-leaf  systems  instead  of  card 
systems,  finding  that  record  sheets  kept  in  volumes  or  binders 
are  handier  than  files  of  cards,  also  less  likely  to  get  out  of 
place. 

Example  of  Follow- Up  on  Prospective  Dealer. — The  letters 
that  follow  this  paragraph  are  five  units  of  a  follow-up  system 
used  by  the  Alpha  Portland  Cement  Company  on  a  list  of 
prospective  dealers  whose  names  were  furnished  by  the 
Alpha  salesmen  after  careful  investigation  of  the  dealer 
representation  in  each  town  and  village.  In  addition  to  the 
letters  and  folders  shown,  the  dealer  received  every  issue  of 
Alpha  Aids,  the  Alpha  Cement  house  publication,  so  that 
every  sixty  days  an  issue  of  this  magazine  came  along  to 
remind  the  dealer  of  the  Alpha  policies  and  plans. 

(1)        Can't  we  sell  some  ALPHA  CEMENT  through  you? 

We  have  representation  in  most  of  the  good-sized  cities  and 
towns  of  the  East,  and  we  are  now  selling  considerably  more 
than  three-fourths  of  our  cement  through  dealers,  but  we  want 
to  increase  our  dealer  business.  We  are  in  a  position  to  serve 
you  well,  and  from  what  we  understand,  you  can  do  considerable 
for  us. 

Our  product  and  service  today  represent  26  years  of  experi- 
ence in  the  cement  business.  If  we  are  equalled  by  some  of 
our  competitors,  certainly  none  are  doing  better. 

We  support  our  dealers  strongly  with  constructive  work  that 
makes  more  users  and  more  uses  of  Portland  Cement.  The 
copies  of  ALPHA  AIDS  sent  you  from  time  to  time  show  one  of 
our  activities.  This  publication  is  sent  regularly  to  a  list  of 
architects,  builders,  contractors,  engineers  and  prominent 
property-owners  that  blanket  our  sales  territory. 


664  THE  ADVERTISING  HANDBOOK 

ALPHA  AIDS  and  our  other  promotional  work  is  teaching 
thousands  of  people  to  build  walks,  foundations,  porch  floors, 
steps,  driveways,  watering  troughs,  garages,  greenhouses,  barn- 
floors,  posts,  walls,  and  scores  of  other  improvements  with 
ALPHA.  Inquiries  from  interested  people — ^who  usually  tell 
us  just  what  they  are  planning — come  to  our  office  in  a  steady 
flow.  We  send  each  inquirer  a  copy  of  ALPHA  CEMENT — 
HOW  TO  USE  IT,  the  best  general  handbook  on  concrete 
construction  now  in  print  (see  the  copy  we  are  mailing  you), 
give  the  inquirer  as  many  special  suggestions  as  we  can,  and  then 
refer  his  letter  to  the  nearest  ALPHA  dealer.  We  would  like  to 
refer  some  of  these  inquiries  and  inquiries  from  larger  buyers 
of  cement  to  you.     May  we? 

ALPHA  PORTLAND  CEMENT  CO. 

By 


(2)  The  Blue  Print  SERVICE  SHEETS,  the  folders  and  the  other 
material  that  we  are  sending  you  in  a  carrier  mailed  today  will 
give  you  an  idea  of  how  we  gain  the  interest  and  good  will  of 
property-owners,  contractors,  architects,  engineers  and  others. 

We  are  furnishing  this  valuable  sort  of  information  to  thou- 
sands of  inquirers.  It  is  but  natural  that  these  people  will 
appreciate  such  practical  helps  and  want  to  return  the  favor  by 
using  ALPHA  CEMENT.     You  yourself  would. 

No  doubt  you  are  getting  a  good  volume  of  business,  but  by 
having  practical  building  helps  of  ours  in  stock  (including 
a  supply  of  our  96-page  handbook,  ALPHA  CEMENT— HOW 
TO  USE  IT),  you  can  draw  considerable  extra  business  to  your 
office.  We  maintain  a  department  the  entire  time  of  which 
is  given  up  to  the  working  out  of  ways  and  means  of  bringing 
more  people  interested  in  new  buildings  and  improvements 
to  the  offices  of  ALPHA  CEMENT  dealers. 

Yes,  we  realize  that  you  can  sell  any  cement  that  you  choose 
to  handle.  But  it  takes  less  effort  on  your  part  to  talk  and 
sell  the  best-known  brands,  backed  by  strong  service  to  both 
you  and  the  cement  user,  than  it  does  in  the  case  of  brands  that 
are  not  well  known;  and  your  time,  as  a  busy  dealer,  is  worth 
money. 

Introduce  a  little  friendly  competition  by  giving  us  a  part 
of  your  business  and  having  us  interested  in  your  territory.  We 
are  satisfied  that  we  can  develop  some  extra  business  for  you  and 
make  it  to  your  interests  to  keep  ALPHA  CEMENT  regularly 
on  hand. 

Can't  we  get  together? 

ALPHA  PORTLAND  CEMENT  CO. 

By 


LETTERS  AND  FOLLOW-UP  SYSTEMS  665 

SELLING  CEMENT  TO  BE  USED  IN  SUBURBAN  AND 
FARM  IMPROVEMENTS 

(3)  Once  upon  a  time,  engineers  and  big  contractors  used  nearly- 
all  the  cement  sold.     No  longer  is  this  true. 

The  use  of  Portland  Cement  by  progressive  people  in  improv- 
ing their  homes  and  farms  has  been  increasing  rapidly.  We, 
as  manufacturers,  regard  this  field  as  one  of  the  most  important 
of  the  next  few  years. 

Have  you  noticed  how  numerous  such  concrete  constructions 
as  driveways,  porch  floors,  garages,  greenhouses,  poultry  houses, 
silos,  ice  houses,  etc.,  are  becoming? 

While  the  separate  purchases  are  usually  small,  or  of  moderate 
size,  the  total  of  this  business  is  enormous;  and  these  buyers 
stick  to  the  dealer  and  to  the  brand.  It  is  a  field  of  steady 
profits — one  well  worth  the  attention  of  every  progressive  dealer. 

The  illustrated  folder  sent  along  with  this  letter  has  proved 
to  be  remarkably  successful  in  interesting  people  to  make 
concrete  improvements  around  home  and  farm.  ALPHA  deal- 
ers who  have  mailed  them  to  suburban  and  rural-telephone 
lists  or  to  other  mailing  lists  report  that  100  of  these  folders 
bring  from  18  to  30  requests  for  the  book  and  the  SERVICE 
SHEETS  that  give  special  information.  The  dealer's  name 
and  address  are  printed  on  the  post-card,  so  that  all  returns 
come  to  him.  The  name  and  address  of  the  cement  manu- 
facturer do  not  appear. 

This  new  folder  is  so  constructed  that  it  may  be  sent  separately 
under  1-cent  postage  to  a  mailing  list,  or  may  be  enclosed 
in  your  bills,  daily  mail,  etc.,  without  extra  postage.  Let  us  send 
you  a  supply  of  these  business-pulling  folders  and  of  our  large 
illustrated  book  and  SERVICE  SHEETS  showing  how  cement 
is  used.  It  isn't  necessary  to  write  a  letter.  Just  write  "Yes" 
and  your  name  on  this  sheet  and  return  it  to  us. 
Yours,  for  more  customers,, 

(4)  "Why,  "asked  a  retail  dealer,  writing  to  his  trade 
magazine  a  short  time  ago,  "don't  the  manufacturers 
cut  out  some  of  this  costly  general  advertising  that 
goes  out  into  much  waste  territory  and  spend  that 
money  in  closer  and  more  direct  support  of  us — ^their 
dealers?  Why  don't  they  do  more  to  encourage 
people  to  come  direct  to  us  instead  of  writing  to 
the  manufacturer?  That,  it  strikes  me,  would  be  a 
short  cut — ^would  be  real  cooperation." 

What  do  YOU  think  about  it? 

Aren't  you  more  interested  in  plans  that  will  reach  a  hundred 
or  two  hundred  people  near  you  than  in  general  publicity 


GOG  THE  ADVERTISING  HANDBOOK 

that  may  possibly,  with  good  luck,  reach  a  dozen  of  these 
people? 

We  believe  just  as  much  as  the  quoted  dealer  does  in  CO- 
OPERATION and  CONCENTRATION— in  forms  of  direct 
advertising  that  go  to  the  spot,  create  good  will  and  tangible 
new  business. 

By  the  foregoing,  we  mean  that  we  have  answered  the  perti- 
nent question  quoted  above  and  are  spending  the  bulk  of  our 
promotion  fund  in  dealer  support,  in  work  in  the  dealer's  own 
community,  in  advertising  plans  that  actually  bring  interested 
persons  to  his  place  of  business,  etc. 

We  do  not  leave  on  our  dealers  the  burden  of  selling  our  goods, 
but  work  with  them  continually  to  build  up  more  users  and 
more  uses  of  cement  in  their  communities. 

ALPHA  PORTLAND  CEMENT  CO. 


By 


P.  S. — Charlottsville  Lumber  Co.,  of  Virginia  says:  "Your 
advertising  is  bringing  us  a  number  of  calls  for  the  Service 
Sheets.  Please  send  us  half  a  dozen  more  sets." 
supply  of  the  Handbook." 
(5)  Often  there  is  a  case  in  your  community  where  you  would 
like  to  have  the  Service  Department  of  a  live  cement  company 
correspond  with  certain  people  near  you  and  show  them  the 
merits  of  concrete  construction — so  that  the  new  factory,  the 
pavement,  alley,  or  road,  the  wall,  barn,  garage,  silo,  ice- 
house— or  whatever  the  new  improvement  is — ^will  be  built  of 
enduring  concrete. 

We  maintain  a  department  that  is  busy  all  the  time  with 
this  and  other  kinds  of  dealer  support.  We  have  been  success- 
ful in  developing  a  great  deal  of  concrete  building  in  behalf 
of  our  dealers. 

How  would  you  like  to  have  this  department  working  with 
you  continually? 

Maybe  you  have  something  in  mind  right  now  on  which  we 
could  help. 

ALPHA  PORTLAND  CEMENT  CO. 

By 


Follow-Up  System  Employing  Telegrams. — Printers^  Ink 
gives  the  following  account  of  a  sales  manager's  method  of 
using  telegrams  along  with  letters  in  an  effective  follow-up 
system. 

I  went  to  the  Chicago  manager  of  the  Postal  Telegraph  Company 
and  told  him  we  could  give  him  a  lot  of  business  if  he  would  help  me. 


LETTERS  AND  FOLLOW-UP  SYSTEMS  667 

He  was  interested.  I  explained  our  plan.  We  would  furnish  him 
with  lists  of  about  2,000  names  divided  by  location  in  towns  all  over  the 
Middle  West. 

Timing  the  Telegrams  with  Letters 

We  would  write  these  lists  three  letters  on  successive  days.  With 
the  third  letter  we  would  send  a  return  collect  night  lettergram  all 
written  out.  He  agreed  to  let  us  print  our  name  in  red  just  under  their 
regular  red  blank  heading,  and  I  studied  the  mail  schedules,  and  entered 
the  time  of  arrival  of  the  mail  above  each  town's  list  of  names.  Then  I 
got  him  to  notify  his  branch  office  manager  in  each  of  those  towns  of 
exactly  what  we  proposed  to  do  and  to  request  the  managers  to  telephone 
the  various  buyers  on  their  respective  lists  immediately  after  the  delivery 
of  the  mail  and  ask  if  they  could  not  take  the  message  over  the  'phone 
or  send  a  boy  for  it. 

We  worked  this  all  out  several  weeks  in  advance,  and  the  returns  we 
got,  together  with  the  comment  created,  made  it  one  of  the  finest  things 
we  ever  put  over,  and  all  at  a  comparatively  trifhng  cost. 

The  following  is  the  letter  and  the  telegram  used. 

Dear  Sir: 

All  business  is  a  battle  and  the  weapons  are  hilman  ability — 
human  brains. 

Suppose  you  could  call  in  a  board  of  experts  to  advise  you  on 
a  problem  that  arose  in  your  business  absolutely  without  charge. 
You  would  probably  readily  accept. 

We  offer  you  the  services  of  some  practical  glue  men,  men 
who  have  spent  their  lives  in  the  business,  to  help  you  with  your 
problem.  A  trial  of  this  service  and  our  product  is  at  OUR 
expense. 

To  facilitate  action — to  make  you  realize  by  such  a  trial 
that  we  can  show  you  a  very  decided  benefit,  you  will  find 
with  this  letter  a  Postal  Telegraph  Company's  collect  night 
lettergram,  absolutely  complete  with  the  exception  of  kind 
and  price.  The  reason  we  left  that  blank  is  because  we  want 
to  know  what  your,  past  experience  has  shown  you  should  pay 
for  your  glue. 

Won't  you  just  fill  it  in  and  hand  it  to  the  Postal's  boy?  No 
need  to  write  a  letter — no  need  to  even  call  your  stenographer — 
simply  send  the  wire  back.  You  will  experience  by  far  the  most 
efficient  service  and  best  glue  value  you  have  ever  had. 


Peter  Cooper's  Glue  Factory, 

Chicago,  111. 

In  accordance  with  your  letter  of  the  twelfth  we  order  a  trial 
barrel  of at per  pound,  you  to  credit  our  account  with 


668  THE  ADVERTISING  HANDBOOK 

the  amount  returned  and  pay  freight  both  ways  if  we  decide, 
after  trial,  it  is  unsatisfactory. 

H.  R.  Gibbons. 

Collect  all  charges  for  this  message  from  Peter  Cooper's  Glue 
Factory. 

GENERAL  POINTS  ABOUT  FOLLOW-UP  LETTERS 

While  a  follow-up  system  should  be  knit  together  as  a 
whole,  it  is  usually  a  good  plan  to  have  each  unit  of  it  separate, 
so  if  the  reader  misses  getting  one  letter,  succeeding 
solicitations  may  be  effective  just  the  same. 

Sometimes  a  follow-up  letter  should  consist  of  just  one 
point  or  argument.  In  other  cases,  argument  may  be  summar- 
ized and  consist  of  a  number  of  points.  So  much  depends  on 
the  business  or  service  to  be  advertised  that  no  unvarying  rule 
can  be  laid  down. 

Testimonial  letters  often  form  an  excellent  basis  for  a 
follow-up  letter..  A  facsimile  of  the  letter  may  be  attached  to 
the  follow-up,  or  the  text  of  the  testimonial  letter  be  merely 
quoted  in  the  follow-up  letter. 

A  follow-up  letter  should  not  suggest  that  the  reader  is 
lacking  in  attention  or  courtesy  because  he  did  not  pay 
attention  to  a  preceding  letter.  Rebuking  letters  may  bring 
replies,  but  rarely  do  they  bring  orders. 

Often  a  supplementary  letter,  written  by  the  president  or 
general  manager  of  a  company,  for  example,  proves  to  be  a 
strong  support  to  the  letter  from  the  sales  department. 
Such  a  letter  may  give  personal  assurance  of  the  quality  of 
goods,  promise  complete  satisfaction,  ask  the  reader  to  com- 
municate with  the  executive  in  case  service  is  not  per- 
fectly satisfactory,  etc. 

Some  advertisers  are  abandoning  such  signatures  to  sales 
letters  as  ''Sales  Department,"  ''Sales  Manager,"  "Mail 
Sales  Division,"  "Sales  Correspondent,"  etc.,  finding  that 
this  suggests  too  strongly  that  the  person  writing  the  letter 
has  the  job  of  collecting  the  letter-reader's  money.  A  number 
of  firms  are  using  "Service  Department,"  "Supply  Depart- 
ment Manager,"  etc.  Some  firms  selling  a  general  line  of 
goods  have  sales  letters  signed  by  a  shopper  or  buying  clerk 


LETTERS  AND  FOLLOW-UP  SYSTEMS  669 

who  has  a  fictitious  name.  For  example,  Miss  Ethel  Goodwin 
may  be  advertised  in  a  mail-order  catalog,  and  readers  are 
urged  to  let  Miss  Goodwin  do  their  selecting  for  them  if  they 
have  no  choice  as  to  what  should  be  sent.  The  principal 
reason  for  the  use  of  a  fictitious  name  is  that  this  name  can 
be  continued  as  a  regular  feature,  whereas  if  a  real  name 
should  be  used,  there  are  likely  to  be  complications  if  that 
person  leaves  the  advertiser's  employ. 

Length  of  Follow-Up. — The  length  of  a  follow-up  system 
can  be  decided  only  after  careful  consideration  of  the  occa- 
sion for  the  follow-up.  Most  follow-up  systems  consist  of  from 
three  to  eight  or  ten  pieces,  but  some  concerns  take  the 
gK)und  that  when  they  receive  an  inquiry,  they  are  justified 
in  following  up  the  inquirer  for  years  unless  they  learn  that 
he  has  either  died  or  is  so  situated  that  he  will  have  no  use 
for  the  advertiser's  product.  The  American  Multigraph 
Company  follows  this  practice. 

Other  advertisers,  such  as  a  cement  company,  for  example, 
do  not  follow  up  the  ordinary  inquiry  at  all.  That  is,  after 
having  received  from  a  farmer  his  inquiry  about  some  phase 
of  concrete  construction,  they  send  him  a  handbook  and  all 
the  information  available  on  the  particular  subject  of  his 
inquiry,  telling  him  at  the  same  time  of  the  nearest  dealer  in 
the  product.  Having  done  this,  the  correspondence  is  for- 
warded to  the  nearest  dealer  in  the  advertiser's  product.  At 
the  same  time  the  cement  company's  salesman  is  notified  of 
the  character  of  the  inquiry  and  told  to  which  dealer  it  has 
been  referred.  This  information  to  the  salesman  is  merely 
kept  on  a  weekly  record  and  forwarded  to  the  salesman 
regularly.  The  cement  company  has  demonstrated,  through 
experience,  that  it  is  best  to  give  the  full  information  at  once 
and  then  leave  the  rest  to  the  salesman  and  the  local  dealer. 

The  cases  of  the  cement  company  and  the  multigraph  com- 
pany are  two  extremes.  Between  these  two  extremes  are 
advertisers  who  use  all  the  way  from  one  follow-up  to  half  a 
dozen  or  more. 

Every  unit  of  a  follow-up  should  be  tested  as  carefully  as 
possible  so  as  to  determine  just  how  long  it  pays  to  continue 
solicitation.     This  may  be  accomplished  by: 


670  THE  ADVERTISING  HANDBOOK 

(1)  The  use  of  different  types  of  reply  cards  or  order  blanks. 

(2)  Special  proposals  of  one  kind  or  another. 

(3)  Different  colors  of  return  envelopes. 

ADJUSTMENT  LETTERS 

It  being  just  as  important  to  hold  the  good  will  of  old 
customers  as  to  gain  the  good  will  of  new,  the  wise  advertiser 
will  see  that  adjustment  letters — letters  referring  to  delays, 
lost  shipments,  damaged  goods,  exchanges,  refunds,  etc.,  are 
handled  with  as  much  tact,  courtesy  and  good  selling  sense 
as  his  appeals  to  new  customers. 

Some  of  the  important  features  of  adjustment  correspond- 
ence are:  ,  ^ 

(1)  Prompt  handling. 

(2)  Courtesy  and  tact. 

(3)  Absolute  fairness. 

(4)  The  ignoring  of  ironical  comment  from  customers,  not  blaming 
them  for  their  shortcomings,  except  in  an  exceedingly  tactful  way,  etc. 

The  Old  Way  and  the  New  Way. — A  writer  in  Printers' 
Ink  gives  the  following  two  examples  as  typifying  the  routine 
method  of  handling  the  request  of  a  customer  that  he  be 
permitted  to  take  goods  at  an  old  rate,  and  the  method  of 
the  modern  sales  correspondent — courteous  and  conciliatory 
and  yet  making  out  an  excellent  case  for  the  increased  price 
asked  for  his  product. 

The  beginning  of  the  first  letter  is  crude.  The  letter 
throughout  is  in  the  stilted  style.  The  second  example  is 
what  may  well  be  called  "a,  human  sort  of  letter." 

Gentlemen: 

Your  favor  of  the  10th  inst.  at  hand,  and  in  reply  we  beg  to 
state  that  your  offer  to  take  3,000  lbs.  of  sheet  brass  at  the  old 
rate  is  not  agreeable.  As  stated  in  our  previous  letter,  that  rate 
is  out  of  the  question  owing  to  causes  beyond  our  control. 
Consequently  our  increase  of  one-half  cent  a  pound  must  stand, 
as  per  the  new  price  lists.  We  are  very  sorry  to  make  this  raise 
in  price,  but  owing  to  increased  rate  to  us  from  the  mills, 
we  cannot  now  see  our  way  clear  to  accept  the  offer  of  business 
on  your  terms.  We  hope,  however,  that  you  may  see  your 
way  clear  to  accept  the  new  rate,  and  assuring  you  again  of  our 
regret  in  the  matter,  we  beg  to  remain, 

Yours  very  truly. 


LETTERS  AND  FOLLOW-UP  SYSTEMS  671 

Gentlemen : 

As  I  was  the  correspondent  to  answer  your  inquiry  regarding 
our  new  prices  on  sheet  brass,  I  feel  personally  obliged  to 
answer  the  letter  sent  from  your  office  on  the  10th  of  the 
month.  I  am  sorry  not  to  have  explained  more  clearly  why 
we  have  been  compelled  to  issue  new  price-lists. 

For  six  months  we  have  known  that  we  could  not  keep  to 
our  old  prices  on  sheet  brass.  Nearly  four  months  ago  the  mills 
raised  their  price  per  pound  on  some  grades,  and  this  month 
they  are  revising  upward  their  entire  price-list. 

It  has  been  our  hope  that  prices  might  fall,  so  that  we  could 
avoid  asking  more  from  our  customers.  For  several  weeks  we 
have  lost  our  profit  on  some  grades  while  waiting  for  better 
quotations  from  the  mills.  Now,  however,  with  still  higher 
prices  in  sight,  we  can  delay  no  longer.  To  do  so  would,  in  the 
end,  mean  going  out  of  business. 

You,  of  course,  will  now  be  obliged  to  get  more  fot  your 
finished  product  because  of  the  increased  cost  of  sheet  brass. 
Undoubtedly  your  customers  will  object  at  first  to  what  seems 
an  unreasonable  demand.  But  they  know  about  the  small 
margin  of  profit  in  your  line,  and  I  am  sure  that  an  explanation 
from  you  will  satisfy  them  that  increases  are  imperative.  If  not, 
I  am  sure  that  we  can  help  you.  A  letter  from  us  for  your  use 
with  unsatisfied  customers  will  be  the  final  proof  that  materials 
are  costing  you  more  money.  I  shall  be  glad  at  any  time  to 
write  such  a  letter,  or  you  may  use  the  one  now  before  you. 

I  need  not  add  that  we  are  ready  to  do  whatever  is  possible 
in  order  to  keep  your  business.     I  am. 

Yours  faithfully, 


Example  of  Good  Answer  to  Complaint. — The  following  is 
one  good  example  of  an  answer  to  a  complaint: 

Mrs.  E.  H.  Brown, 
Cartersville,  Pa. 

Dear  Mrs.  Brown: 

We  thank  you  for  writing  so  promptly  about  the  condition 
of  the  tray  when  it  arrived.  When  anything  is  wrong  with 
our  goods  or  our  service,  we  take  it  as  a  favor  to  be  informed. 

Of  course,  we  regret  that  the  tray  was  not  packed  properly 
and  that  one  of  the  handles  was  badly  bent  when  it  arrived. 
Evidently  some  employe  of  ours  did  not  do  his  work  properly,  for 
goods  of  this  kind  are  usually  so  packed  by  us  that  they  arrive 
in  the  best  of  order. 

<  We  are  sending  you  another  tray  by  insured  parcel  post  today. 


672 


THE  ADVERTISING  HANDBOOK 


With  this  letter  you  will  find  eighteen  cents  in  stamps  for  the 
return  of  the  damaged  tray. 

The  delay  in  getting  a  perfect  tray  to  you  is  regretted,  but 
as  you  know,  things  will  sometimes  go  wrong  despite  all  our 
care.  We  think  you  are  not  likely  to  have  such  an  experience 
with  us  again. 

Sincerely, 

Sales  and  FoUow-Up  Letters 


Mechanical  Appearance  of  FoUow- 
Ups.     Are  they  attractive  to  eye? 

Adoption  of  Letterhead. 

Consideration  of  Illustration. 

Are  letters  of  right  length? 

Do  they  begin  well? 

Are  they  such  as  to  induce  a  favorable 
state  of  mind  by  prospective? 

Do  they  impel  him  to  any  action  and 
make  this  action  easy? 

Do  the  various  units  of  the  follow-up 
really  build  up  a  favorable  im- 
pression or  do  they  bore  or  irritate? 


Length  of  Folio w-Up  Program. 

Kind       of       Material — ^Letters, 
Cards,  Folders,  telegrams,  etc., 

to  be  used. 
Experimental  Work. 

Spacing  out  of  pieces. 

Recording  and  Checking. 

Special  letters  and  printed  ones. 

Making  up,  Classifying  and  Re- 
vising MaiUng  Lists. 

Proposals  and  arguments  for  the 
various  follow-ups. 

Follow-Ups    that    Retain    the 

Gained  Good  Will. 


ADDITIONAL  EXAMPLES  OF  LETTERS 

The  range  of  good  letter  advertising  is  a  wide  one.  An 
entire  volume  could  easily  be  filled  with  interesting  examples 
of  the  many  different  forms  of  appeal  and  styles  of  production. 
The  examples  that  follow  have  been  selected  not  because 
they  are  necessarily  the  most  effective  letters  that  could  be 
produced  but  because  they  illustrate  the  practice  of  advertisers 
of  different  groups. 

Not  a  paragraph  of  the  following  letter  from  the  Chamber  of 
Commerce,  Mt.  Vernon,  N.  Y.,  begins  with  "you"  and  yet 
the  message  is  an  easy,  natural  style  that  breathes  sincerity 
and  good  fellowship.     It  brought  a  good  return. 

Dear  Sir: 
Life  in  the  suburbs  to  some  is  a  joke,  to  others  a  joy. 
The  former  class  consists,   first,   of  those  who  have  never 


LETTERS  AND  FOLLOW-UP  SYSTEMS  673 

lived  outside  of  the  walls  of  an  apartment  house;  second, 
of  those  who  may  have  visited  friends  in  some  Lonesomehurst- 
by-the-Sea;  and  third,  of  those  who,  lured  by  an  attractive 
real  estate  prospectus,  have  been  induced,  for  a  season,  to  aid 
in  making  profitable  some  promoter's  development. 

The  other  class  is  made  up  of  those  who  reside  in  a  high- 
grade,  convenient  and  well-established  place  of  residence  such 
as  Mount  Vernon. 

Nobody  has  to  take  our  word  for  it.  Ask  the  man  who  lives 
here.  He  himself  came  originally  from  the  greater  city, 
no  doubt,  with  many  misgivings  as  to  the  result  of  what  he  called 
an  "experiment."  That  was  many  years  ago.  He  is  here 
yet.     He  couldn't  be  induced  to  go  back. 

Perhaps  he  had  children.  No  place  better  than  Mount 
Vernon  for  the  "kiddies."  Fine  schools,  safe  places  to  romp 
and  grow  strong,  a  healthy  environment — these  are  what  a 
high-grade  suburb  offers  for  the  children. 

He  grew  up  in  the  country  himself  and  he  early  determined 
that  his  boy  and  girl  should  have  the  same  privileges  as  he 
enjoyed. 

Or,  perchance,  being  city  born  and  bred,  he  early  decided 
that  his  children  should  have  the  advantages  which  he  as  a  boy 
missed,  even  though  it  might  mean  some  personal  sacrifice  to 
himself. 

So  here  he  is.  He  is  an  integral  part  of  the  community. 
He  is  somebody  here,  knows  all  his  neighbors,  in  the  summer 
meets  a  lot  of  good  fellows  at  the  Country  Club  and  has  a  lot 
more  real  fun  in  a  month  than  his  city  friends  have  in  a  year,  and 
at  very  much  less  expense. 

When  he  thinks  of  that  "sacrifice  business"  he  calls  himself 
an  old  hypocrite. 

He  compares  notes  with  some  of  his  friends  who  live  "up 
town"  and  travel,  to  and  fro,  in  crowded  subway  trains  twice 
a  day  and  he  finds  that  he  gets  home  as  quickly  as  they  do  and 
with  far  more  comfort. 

And  when  he  gets  home  at  night  and  compares  his  residence 
with  spacious  rooms,  its  veranda  and  its  lawn,  with  the  "fifth 
floor  left,"  which  his  friend  calls  "home,"  he  becomes  a  mission- 
ary at  once  to  his  friends  among  the  "cliff  dwellers." 

Life  in  a  suburb  such  as  Mount  Vernon  is  a  joy. 

The  Chamber  of  Commerce  is  at  your  service. 

The  following  is  an  example  of  the  folly  of  trying  to  make 
a  printed  letter  very  personal.  The  business  firm  sending 
this  letter  out  starts  off  with  "I  am  writing  to  you  personally '^ 
and,  in  the  second  paragraph,  tells  the  reader  of  the  letter 
that  only   ''ninety-nine   other  representative  business  men 

43 


674  THE  ADVERTISING  HANDBOOK 

in  different  parts  of  the  country"  have  been  selected  to  receive 
the  offer.  Such  a  letter  may  deceive  inexperienced  people 
but  it  has  no  place  in  the  business  world.  Aside  from  this 
fault,  the  letter  possesses  some  good  points. 

Dear  Sir: 

I  am  writing  to  you  personally  today  because  I  have  a  very 
unusual  proposition  to  make. 

I  have  selected  you  along  with  just  ninety-nine  other  repre- 
sentative Business  Men  in  different  parts  of  the  country. 
I  am  making  YOU  and  just  a  few  other  men  this  special  offer 
which  will  mean  a  saving  to  you  of  AT  LEAST  $7.15. 

Hundreds  of  substantial  business  men,  who  pride  themselves 
on  their  clothes  that  they  order  direct  from  us,  have  repeatedly 
asked  us  why  we  never  made  a  special  kind  of  rain-coat — a  high 
grade  "All Weather"  garment  of  handsome  appearance,  which 
they  could  wear  in  either  stormy  or  pleasant  weather — a  coat 
that  we  could  sell  them  on  the  same  economical  Direct-to-the- 
Wearer  basis  as  we  have  supplied  our  finest  clothes  for  years. 

Now,  after  three  years  of  experimenting,  we  have  produced 
an  out-door  coat  of  unusual  quality.  The  booklet  I  am  enclos- 
ing gives  you  an  idea  of  this  new  "  AllWeather "  Coat.  It  is 
designed  especially  for  men  who  are  p  articular  about  their  appear- 
ance, even  on  stormy  days.  It  is  a  handsome,  Hght-weight 
raincoat — absolutely  water-proof  and  of  splendid  appearance. 

But  here,  I  say,  is  the  most  IMPORTANT  IMPROVE- 
MENT ever  put  in  a  raincoat.  By  a  secret  NEW  PROCESS 
we  have  pressed  a  thin  film  of  rubber  (which  makes  the  coat 
water-proof)  between  two  layers  of  handsome  cloth— so  the 
"All Weather"  looks  like  a  "dressy"  light-weight  coat  but 
SHEDS  rain  instead  of  soaking  it  up  like  ordinary  coats. 
By  this  same  NEW  PROCESS  we  have  made  the  coat  wind- 
proof,  because  the  strongest  breeze  cannot  penetrate  the  film 
of  rubber. 

The  "All Weather"  is  really  two  coats  in  one — a  good  looking, 
light-weight  topcoat  and  an  absolutely  storm-proof  raincoat. 
For  a  man  who  has  to  be  out  in  all  sorts  of  weather  (and  espec- 
ially one  who  often  drives  his  car  through  wind  and  rain)  such  a 
coat  is  not  a  luxury;  it's  a  necessity. 

NOW  HERE  IS  MY  OFFER— I  would  like  to  send  you  an 
"AllWeather" — in  your  exact  fit — absolutely  free  of  alt  expense. 
I  want  you  to  wear  it  for  a  good  trial — in  all  kinds  of  weather — 
day  after  day — so  you  can  enjoy  its  snug  comfort  and  delight 
in  its  fine  appearance. 

After  you  have  worn  the  coat  a  full  week,  if  you  like  it  so  well 
that  you  don't  want  to  part  with  it,  you  can  send  me — not 


LETTERS  AND  FOLLOW-UP  SYSTEMS  675 

$22,  the  real  value  of  such  a  raincoat — but  my  Introductory- 
Price  on  a  hmited  number  of  these  good  coats — only  $14.85. 

K  for  any  reason,  you  should  not  wish  to  keep  the  "All- 
Weather"  Coat,  after  the  full  week's  wear,  simply  send  it  back 
at  my  expense  and  accept  my  thanks  for  the  privilege  of 
demonstration. 

My  reason  for  making  this  remarkable  offer  is  simply  to  intro- 
duce these  desirable  garments  to  a  few  substantial  men  in  all 
parts  of  the  country  as  quickly  as  possible,  and  to  make  you  so 
enthusiastic  about  your  own  coat  that  you  will  show  it  to  other 
men. 

I  have  had  my  stenographer  enclose  a  Special  Privilege  post- 
card. All  you  need  do  is  to  write  in  the  simple  measurements 
and  drop  it  into  the  mail.  You  don't  risk  a  penny  to  try  the 
coat,  and  you  save  $7.15  on  your  "AllWeather"  Coat  if  you 
decide  to  keep  it.  Cordially  yours, 

President. 

P.  S. — Even  if  you  do  not  want  to  look  at  one  of  these  new 
coats,  will  you  kindly  say  so  on  the  post-card  and  return  it  to 
me?  Then  I  can  give  the  benefit  of  this  Introductory  Price 
and  Free  Trial  Offer  to  some  other  Business  Man  in  your 
vicinity. 

Returning  the  card — whether  you  order  or  not — ^will  be  an  act 
of  courtesy  that  I'll  appreciate. 

The  following  is  an  example  of  the  letter  that  seems 
smooth  and  reasonable  and  yet  lacks  an  interesting  opening. 
Some  incident  or  interesting  expression  from  a  subscriber 
would  greatly  strengthen  it.  For  example:  "My  Inland 
Printer  always  seems  to  me  like  a  bird's-eye  view  of  the  field,' 
says  an  Ohio  printer  in  renewing  his  subscription.'' 

Dear  Sir: 

Efficiency  is  the  watchword  of  the  present  day.  How  to 
increase  efficiency  is  a  solvable  problem,  and  is  solvable  by 
reading  and  digesting  what  experience  declares. 

In  your  own  efforts  you  have  found  many  things  in  The 
Inland  Printer  which  have  helped  you.  The  Inland  Printer 
can  help  you  still  more  if  you  will  question  it  hberally.  Let  us 
hear  from  you  from  time  to  time  what  you  find  most  difficult 
to  contend  with  in  your  work.  We  have  a  staff  of  editors 
who  are  not  merely  writers  but  who  have  won  distinction 
in  the  work  on  which  they  write. 

New  things  are  coming  in,  new  ideas  being  advanced,  and 
we  need  you  with  us  in  helping  things  along  to  a  better  under- 
standing of  all  the  affairs  of  printerdom. 


676 


THE  ADVERTISING  HANDBOOK 


We  need  your  cooperation  to  make  the  success  of  the  next 
year  greater  than  the  success  of  the  past  year  for  you  and  for  us. 
We  enclose  addressed  envelope  and  a  statement  made  out  for 
your  convenience  in  remitting,  and  with  best  wishes  for  your 
success  which  we  not  only  wish  but  shall  do  our  best  to  help 
you  achieve,  we  are, 

Yours  sincerely, 
THE  INLAND  PRINTER. 

Business  Manager. 

The  last  paragraph  is  long  and  not  very  impressive.  A 
short  sentence  ending  such  as  ''we  want  to  continue  sending 
you  good  ideas  during  the  year  ahead.  May  we  do  so?" 
would  improve  the  final  appeal. 

The  Improvement  Bulletin  letter  is  a  good  example  of 
the  *^Good  Morning''  style  of  sales  letter.  The  writer  adds 
something  to  the  novelty  of  his  appeal  by  preparing  his 
letter  in  two  columns  instead  of  one. 


Good  Morning,  Gentlemen,- 

1.  My  name  is  Chapman.  May 
I  speak  to  the  gentleman  who  has 
charge  of  your  advertising,  for  a 
minute? 

2.  Now  that  we  are  face  to  face, 
I  am  glad  to  hand  you  the  little 
house  organ  enclosed  which  I  have 
named  "Trade  Paper  Tips." 

3.  To  get  results  from  advertis- 
ing in  trade  papers  seems  difficult, 
if  not  impossible,  sometimes.  To 
give  friendly  suggestions  that  may 
help  to  obviate  this,  is  the  purpose 
of  Trade  Paper  Tips. 

4.  I  am  going  to  get  it  out  every 
month  or  so.  It  will  be  free.  If 
you  will  let  me,  I  will  send  it  to  you 
regularly  and  gladly,  just  for  the 
pleasure  of  doing  it. 

5.  Just  sign  your  own  name  at 
the  bottom  of  the  enclosed  postal  if 
you  wish  to  read  Trade  Paper  Tips. 
I  will  try  to  make  it  more  interest' 
ing  every  tirae, 


6.  Now,  one  word  about  us. 
Improvement  is  our  name  and 
purpose.  Should  you  write  us, 
notice  our  new  address, — we're  in  a 
new,  fireproof  building  with  win- 
dows from  floor  to  ceiling. 

7.  In  the  7  states  named  at  the 
top  of  this  page,  the  Bulletin  goes 
to  2553  architects,  contractors  and 
firms  in  the  building  trade.  It 
costs  a  good  deal, — $5  a  year. 

8.  In  just  one  city  in  our  territory, 
Minneapolis  alone,  the  total  for 
new  buildings  so  far  this  year  is 
eighteen  million  dollars. 

9.  Sometimes  you  may  give 
us  a  job.  Our  service  for  you 
will  include  both  thinking  and  hard 
work. 

Sincerely, 

IMPROVEMENT  BULLETIN, 
.  Manager 


LETTERS  AND  FOLLOW-UP  SYSTEMS  677 

The  short  paragraphs  and  cordial  style  of  the   Edwards 
Manufacturing  Co.  letter  give  it  effectiveness. 

THE  EDWARDS  MANUFACTURING  CO. 

Garage   and  Portable  Steel  Building  Department 

CINCINNATI,  O. 

Mr.  *&.  Roland  Hall, 

Scranton,  Pa. 
Dear  Sir: 

Well,  what  do  you  think  of  our  garages? 

Don't  you  think  they  are  mighty  attractive? 

They  are  certainly  making  a  hit  with  automobile  owners. 

We  have  sold  and  delivered,  at  this  writing  more  than  four 
times  as  many  garages  as  we  had  estimated. 

Never  in  our  40  years'  experience  as  makers  of  sheet  metal 
structures  have  we  seen  anything  "take  hold"  like  our  garage 
proposition  has. 

Automobilists  almost  to  a  man  now  regard  a  good  home 
garage,  NOT  as  an  EXPENSE,  but  as  an  INVESTMENT 
THAT  PAYS  DAILY  DIVIDENDS. 

Certainly  your  car  is  far  safer  locked  up  in  your  own  private 
fireproof  garage  than  in  a  public  garage. 

An  up-keep  cost  is  much  less.  There's  no  monthly  charge 
for  storing;  no  mysterious  disappearance  of  gasoline,  robes,  tools, 
etc. ;  there's  no  chance  for  your  car  getting  banged  up;  no  chance 
of  joy-riders  getting  hold  of  it. 

It's  mighty  convenient  too,  to  have  your  car  always  at 
hand.  Then  when  you  want  to  drive  it  or  show  it  to  a  friend 
or  tinker  with  it  at  odd  moments  you  can  do  so.  Do  you 
realize  that  all  these  conveniences  and  economies  may  be  yours 
for  a  very  small  cost? 

Bear  in  mind  please,  that  an  Edwards  Garage  is  not  a  make- 
shift-temporary structure.  It  is  a  permanent  adornment  to 
your  property.  It  will  outlast  a  half  dozen  cars  as  well  as  the 
man  who  owns  them. 

Don't  you  want  one  of  these  little  beauties — all  spick,  span 
and  new — ready  to  be  put  right  up? 

Say  the  first  night  you  run  that  handsome  car  of  yours  into 
your  own  private  garage  and  close  the  door  and  turn  the  lock 
and  put  the  key  in  your  pocket,  you  will  experience  a  feeling 
of  pride,  security  and  satisfaction  such  as  you  never  had  since 
that  first  day  you  realized  you  owned  an  automobile. 

We  KNOW— ABSOLUTELY  K-N-O-W  that  you  will 
be  pleased  with  an  Edwards  Garage. 


678  THE  ADVERTISING  HANDBOOK 

Now,  this  letter  reaches  you  at  a  time  when  we  have  just 
completed  and  set  up  96  new  garages.     We  are,  therefore,  able 
for  the  next  10  days,  to  guarantee  PROMPT,  IMMEDIATE 
shipment  on  all  orders. 
Why  not  order  NOW? 

We  enclose,  for  your  convenience,  an  Order  Blank  and 
Return  Envelope.  When  ordering  please  be  sure  to  state  size 
and  style  of  garage  wanted.  Remit  by  personal  check,  if  more 
convenient. 

Yours  very  truly, 
THE  EDWARDS  MANUFACTURING  CO. 

Asst.  Sales  Mgr. 


SECTION  34 

FOREIGN  LANGUAGE  ADVERTISING 

FOREIGN  MEDIUMS 
DOMESTIC  MEDIUMS  IN  FOREIGN  LANGUAGES 

Growth  of  Foreign  Advertising. — The  steady  increase  of 
American  interest  in  foreign  trade  has  brought  a  corresponding 
increase  in  foreign  advertising,  particularly  that  which  appeals 
to  South  American  buyers. 

While  it  is  true  that  some  of  the  largest  American  news- 
papers and  many  thousands  of  the  general  magazines  and 
technical  publications  go  to  foreign  addresses,  the  number  of 
foreign  buyers  reached  in  this  way  is  small  when  compared 
with  the  total  to  be  reached. 

Lack  of  Information  as  to  Foreign  Advertising. — While 
advertisers  of  the  United  States  are  not  usually  as  ignorant 
of  conditions  in  foreign  countries  as  their  critics  would  some- 
times make  it  appear,  the  appeals  to  prospective  buyers  in 
other  countries  are  not  as  yet  very  efficient,  taking  them  as  a 
whole.  It  is  not  uncommon,  for  example,  for  advertisers  to 
take  it  for  granted  that  all  of  South  America  prefers  literature 
in  the  Spanish  language,  forgetting  that  the  language  of  the 
West  Indies  is  English  for  the  most  part,  and  that  the  official 
language  of  Brazil  is  Portuguese. 

The  postal,  customs  and  transportation  faciUties  and 
regulations  are  regularly  ignored.  The  preferences  and  tastes 
of  the  people  are  frequently  given  no  consideration.  American 
advertisements  are  often  confusing  to  South  Americans 
because  of  colloquialisms  and  slang. 

Advertisements  featuring  Santa  Glaus  coming  down  a 
chimney  are  published  in  countries  that  do  not  recognize 
Santa  Glaus  and  where  houses  have  no  chimneys. 

Figures  are  shown  sitting  by  the  fireside  in  advertising, 
reaching  warm  communities  where  there  is  no  fireside-sitting. 

679 


680  THE  ADVERTISING  HANDBOOK 

Trade  names  are  used  that  translated  into  the  foreign  tongue 
offend  good  taste. 

Methods  of  Arranging  for  Foreign  Advertising. — There  are 
three  methods  in  use  among  North  American  advertisers  for 
advertising  m  foreign  countries: 

(1)  Dealing  direct  with  the  publishers  or  advertising  organ- 
izations in  the  country  where  the  advertising  is  to  be  done. 

(2)  Having  an  advertising  agency  accustomed  to  foreign 
advertising  handle  the  advertising. 

(3)  Having  the  local  representative  in  the  foreign  country 
purchase  the  space  and  attend  to  the  insertion,  checking,  etc., 
of  the  advertising  and  merely  giving  him  such  aids  as  first- 
class  plates  of  illustrations  and  suggestions  as  to  copy,  and 
letting  him  attend  to  translation. 

In  a  recent  conference  where  the  subject  of  foreign  advertis- 
ing was  discussed  by  some  fifty  manufacturers  of  the  United 
States,  a  decided  majority  favored  the  third  method.  It 
seems  that  the  local  representative  is  usually  able  to  buy 
space  to  much  better  advantage  and  to  get  other  concessions  or 
courtesies  that  a  buyer  from  another  country  has  difficulty  in 
securing. 

Translation. — Proper  translations  constitute  a  constant 
problem  for  the  advertiser  in  foreign  countries.  Sometimes 
it  seems  that  no  matter  how  good  a  translator  is  secured,  some 
other  apparently  competent  critic  comes  along  and  shows  the 
advertiser  that  his  announcements  are  wretched  Spanish, 
Portuguese  or  French,  as  the  case  may  be.  The  secret  is 
perhaps  in  specialization — that  is,  if  a  series  of  engineering 
announcements  are  to  be  translated,  a  Spanish-speaking 
translator  of  engineering  training  should  be  secured.  The 
ordinary  translator  is  likely  to  become  confused  in  hand- 
ling engineering  text,  just  as  one  writing  advertisements 
in  English  may  be  confused  if  he  undertakes  to  write  of 
chemical  or  electrical  products  without  special  knowledge 
of  these  fields. 

Export  and  other  Foreign  Language  Mediums  of  the 
United  States. — A  number  of  publications  are  printed  in  the 
United  States  in  the  Spanish,  French,  Portuguese  and  German 
languages   and    circulated   in   other   countries   where   those 


.     FOREIGN  LANGUAGE  ADVERTISING  681 

languages  are  spoken.  The  number  of  publications  in  Spanish 
is  particularly  large. 

This  Handbook  is  hardly  the  place  to  pass  judgment  on 
advertising  mediums.  It  is,  however,  fair  to  say  that  some 
of  these  foreign-language  publications  are  hardly  more  than 
illustrated  catalogs  with  a  few  articles  of  general  interest  in 
them,  that  they  have  no  large  amount  of  paid  circulation, 
though  undoubtedly  the  copies  are  sent  regularly  to 
mailing-lists  of  good  size. 

Other  publications  of  special  purpose  printed  in  Spanish 
have  paid  circulations  of  considerable  amount,  and  appear 
to  be  very  well  received  in  South  American  countries, 
notwithstanding  that  they  are  printed  in  the  United  States. 

The  scarcity  of  national  magazines  in  South  American 
countries  undoubtedly  aids  the  circulation  of  the  United 
States  publications. 

So  far  as  the  so-called  "export  publications''  of  the  United 
States  are  concerned,  it  seems  to  be  the  generally  accepted 
opinion  that  these  are,  at  best,  means  of  reaching  only  sales 
agents  and  merchants  generally  rather  than  the  general  buying 
public  and  the  professional  readers  of  any  South  American 
country  or  city. 

Mediums  of  South  American  Countries. — Advertising  in  any 
South  American  country  calls  for  special  study  of  the  mediums 
of  advertising  available.  In  Argentenia,  for  example,  there 
are  two  newspapers  of  very  modern  type  and  with  very 
large  circulations,  so  large  that  they  serve  as  national  mediums 
for  the  entire  country.  In  some  other  South  American 
countries  the  situation  is  not  the  same.  In  some  countries 
there  is  a  marked  preference  for  poster,  painted  board  and 
novelty  advertising.  Moving-picture  advertising  is  popular 
in  all  of  the  South  American  countries. 

FOREIGN  LANGUAGE  ADVERTISING  IN  UNITED  STATES 

Despite  the  wish  of  the  advertiser  in  the  United  States  to 
reach  all  of  his  public  through  mediums  printed  in  the  EngUsh 
language,  he  must  face  the  fact  that  there  is  a  large  adult 
population  able  to  read  English  only  with  great  difficulty, 


682  THE  ADVERTISING  HANDBOOK 

and  yet  who  read  publications  printed  in  their  native  language 
with  ease  and  interest.  Some  of  these  have  a  powerful 
influence  with  their  particular  group  of  readers.  The  very- 
fact  that  readers  of  such  magazines  and  newspapers  feel 
drawn  toward  publications  printed  in  a  language  with  which 
they  are  conversant  and  which  pay  a  great  deal  of  attention 
to  the  problems  of  a  particular  race  or  nationality,  makes  the 
advertising  space  of  unusual  value.  It  is  troublesome  to 
prepare  copy  and  arrange  for  translations  for  such  special 
mediums,  but  effective  plans  of  any  kind  usually  require 
special  work. 


SECTION  35 
LAWS  AFFECTING  ADVERTISING 

STATUTES,  ORDINANCES,  NATIONAL  LAWS 

Model  Statute. — A  large  number  of  state  and  municipal 
ordinances  relating  in  one  way  or  another  to  advertising  have 
become  effective  in  the  last  dozen  years.  Perhaps  the  most 
important  of  all  is  the  "Printers'  Ink  model  statute"  against 
fraudulent  or  deceptive  advertising  prepared  by  Harry  D. 
Nims,  of  New  York,  which  has  now  been  adopted  by  twenty- 
two  states  of  the  Union.     The  statute  is  the  following: 

Any  person,  firm,  corporation  or  association,  who,  with  intent 
to  sell  or  in  any  wise  dispose  of  merchandise,  securities,  service, 
or  anything  offered  by  such  person,  firm,  corporation  or  associa- 
tion directly  or  indirectly,  to  the  public  for  sale  or  distribution, 
or  with  intent  to  increase  the  consumption  thereof,  or  to  induce 
the  pubUc  in  any  manner  to  enter  into  any  obligation  relating 
thereto,  or  to  acquire  title  thereto,  or  any  interest  therein, 
makes,  pubUshes,  disseminates,  circulates,  or  places  before 
the  public,  or  causes  directly  or  indirectly,  to  be  made,  pub- 
lished, disseminated,  circulated,  or  placed  before  the  public 
in  this  state,  in  a  newspaper  or  other  publication  or  in  the 
form  of  a  book,  notice,  handbill,  poster,  bill,  circular,  pamphlet, 
or  letter,  or  in  any  other  way,  an  advertisment  of  any  sort 
regarding  merchandise,  securities,  service  or  anything  so 
offered  to  the  public,  which  advertisment  contains  any  assertion, 
representation  or  statement  of  fact  which  is  untrue,  deceptive 
or  misleading,  shall  be  guilty  of  a  misdemeanor. 

The  following  states  have  this  law  or  the  essence  of  it  in  their 
codes : 


Colorado 

Nebraska 

Indiana 

Idaho 

Kentucky 

Oregon 

Kansas 

New  Jersey 

Iowa 

Minnesota 

North  Dakota 

Michigan 

Missouri 

Ohio 

Oklahoma 

Rhode  Island 

Washington 
683 

Florida 

684  THE  ADVERTISING  HANDBOOK 


Louisiana 

West  Virginia 

Nevada 

Illinois 

Utah 

Wyoming 

California 

Massachusetts 

Montana 

Maryland 

North  Carolina 

Pennsylvania 

Alabama 

South  Carolina 

Tennessee 

New  York 

Connecticut 

Wisconsin 

Unfortunately  a  few  states  inserted  '^ knowingly"  or  ''wil- 
fully" into  the  law  as  finally  put  on  their  books.  It  is  easy  to 
see  that  the  object  of  the  legislators  was  to  prevent  an  innocent 
violator  of  the  law  from  being  punished,  but  the  unfortunate 
side  is  that  this  always  gives  the  slick  violator  an  opportunity 
to  plead  that  he  violated  innocently. 

Within  the  last  three  years  the  states  of  Indiana,  Iowa, 
Michigan,  Oregon  and  Oklahoma  amended  less  effective 
advertising  laws,  to  eliminate  the  requirement  that  the 
offense  should  be  done  ''knowingly"  or  "with  fraudulent 
intent,"  to  enact  the  Model  Statute.  Laws  are  also  in  force 
in  Hawaii  and  the  District  of  Columbia,  but  they  are  not  the 
"Printers'  Ink  Model  Statute." 

A  new  law  was  enacted  in  1916  in  the  state  of  Massachusetts 
which,  although  not  the  Printers^  Ink  Model  Statute,  elimi- 
nated the  word  "knowingly"  but  employed  a  weakening 
phrase,  "calculated  to  mislead." 

Advertising  magazines,  advertising  clubs  and  advertising 
men  individually  were  responsible  for  most  of  these  statutes 
being  introduced.  Such  laws  make  it  possible  to  easily  pro- 
ceed against  offenders  on  a  criminal  basis,  whereas  without 
such  a  statute,  one  who  suffered  from  fraudulent  advertising 
had  to  proceed  usually  by  the  process  of  a  civil  suit. 

Hudson  Seal  Case. — One  example  will  show  the  effect  of 
such  laws.  Dyed  muskrat  skin  is  known  in  trade  circles  as 
Hudson  Seal.  In  New  York  state  action  was  brought  against 
a  merchant  for  advertising  muskrat  fur  as  Hudson  Seal,  and 
even  the  fact  that  this  was  and  is  a  trade  term  weU  understood 
among  fur  merchants  it  did  not  save  the  store  from  the  verdict 
that  this  was  deceptive  advertising  so  far  as  the  consumer  was 
concerned.  So,  nowadays  in  New  York  state,  the  merchant 
who  offers  Hudson  Seal  will  put  in  parenthesis  "dyed 
muskrat." 


LAWS  AFFECTING  ADVERTISING  685 

This  law  affects  both  advertiser  and  publisher. 

Other  Statutes  and  Ordinances. — Other  state-laws  cover 
such  matters  as  the  posting  of  bill-boards  on  public  highways, 
requiring  them  to  be  so  many  feet  away.  This  does  not,  of 
course,  prevent  an  advertiser  from  putting  signs  on  private 
property  in  such  positions  that  they  may  be  read  from  the 
highways. 

A  number  of  states  prohibit  the  posting  of  small  signs  on 
trees,  fences,  etc.,  that  are  within  the  limits  of  public  highways. 

City  ordinances  regulate  the  putting  up  of  signs  on  the  tops 
of  buildings,  as  well  as  those  that  overhang  the  street.  Such 
structures  come  under  the  general  jurisdiction  of  city  and 
town  officials  to  make  the  streets  safe  for  passersby.  City 
ordinances  also  regulate  the  distribution  or  throwing  of 
advertising  into  doorways,  yards,  etc. 

F.OOD  AND  DRUG  ACT 

The  Federal  law  and  various  state  laws  regarding  the 
labeling  of  foods  and  drugs,  should  be  watched  carefully  by 
advertisers.  The  Federal  law  relates  only  to  those  articles 
sold  in  interstate  commerce,  but  the  state  laws  affect  goods 
sold  only  within  the  state.  A  number  of  states  have  laws 
that  are  practically  the  same  as  the  Federal  regulations,  were 
modeled  after  it,  in  fact.  These  forbid  "misbranding" — 
that  is,  false  claims  with  respect  to  ingredients,  purity,  reme- 
dial value,  etc.  Thousands  of  advertisers  have  been  prose- 
cuted and  received  some  very  undesirable  publicity  because 
of  their  violations  of  these  rather  well  enforced  regulations. 

The  Department  of  Agriculture,  Washington,  D.  C.  will, 
on  request,  supply  a  copy  of  the  original  law  and  the  latest 
amendments  and  decisions. 

The  National  law  itself  is  simple,  but  its  interpretations  are 
various  and  complex.  For  instance„what  is  the  exact  meaning 
of  ''pure" — a  word  that  advertises  are  fond  of  using?  It  is 
by  no  means  easy  to  establish  a  standard  of  purity  for  some 
articles  and  hence  risky  to  label  them  as  ''pure."  Packers  of 
tomatoes  have  been  prosecuted  for  merely  putting  water  into 
cans  when  they  have  advertised  their  products  as  pure  or 
''strictly  first-class." 


686  THE  ADVERTISING  HANDBOOK 

Imitations  of  certain  products  such  as  vanilla  must  be 
labeled  as  imitations  or  substitutes,  for  a  branding  of  another 
product  as  ''vanilla"  constitutes  a  misbranding. 

The  Food  and  Drugs  Act  is  probably  the  forerunner  of 
many  other  laws  relating  to  the  misbranding  of  shoes,  clothing, 
furniture,  etc.  For  that  matter,  there  has  been  for  many 
years  a  regulation  covering  fertilizers,  so  as  to  protect  the 
farmer  against  fraudulent  branding. 

Narcotics  and  Alcohol. — The  national  law  requires  that  the 
percentage  of  certain  drugs,  such  as  morphine,  opium,  etc., 
be  specifically  stated,  also  the  alcoholic  content. 

LAW  AGAINST  COUNTERFEITING 

Advertisers  must  be  careful,  in  reproducing  illustrations 
that  show  money,  not  to  reproduce  exact  designs  of  either 
paper  money,  coins  or  government  bonds  or  any  considerable 
part  of  any  such  design.  There  have  been  instances  where 
an  illustration  showing  an  exact  reproduction  of  a  third  of  a  coin 
have  passed  without  trouble,  but  all  such  plates  are  extremely 
likely  to  be  regarded  as  dangerous  by  the  government  and 
destroyed. 

It  is  better  to  have  drawings  indicate  the  size  and  general 
character  of  money  or  bonds,  but  to  keep  away  from  the  actual 
designs  or  anything  closely  resembling  such  designs. 

POSTAL  LAWS 

Immoral,  Scurrilous  and  Fraudulent  Material. — The  postal 
laws  forbid  the  transmission  of  fraudulent,  lewd,  obscene,  or 
scurrilous  literature  of  all  kinds,  also  literature  relating  to 
abortion,  the  prevention  of  conception,  and  fraudulent  and 
immoral  matter  generally. 

Threats  and  Duns. — Threatening  and  intimidating  matter, 
dunning  letters  or  literature  with  the  contents  plainly  indi- 
cated by  outside  lettering  or  printing  are  also  forbidden. 
It  is  allowable  to  submit  a  plain  statement  of  account  on  a 
postal  card,  but  not  a  dunning  message. 

Mailing  Regulations. — Of  particular  interest  to  adver- 
tisers, not  so  much  because  of  legal  Hability,  but  because  it  is 
desirable  to  have  smooth  relations  with  postmasters,  are  the 


LAWS  AFFECTING  ADVERTISING  G87 

regulations  as  to  the  depositing  of  mail  matter  of  all  kinds, 
the  use  of  clips  on  folders,  the  enclosing  of  one  kind  of  mail 
with  another,  what  is  allowable  in  the  way  of  advertising  on 
envelopes,  etc.  The  advertiser,  for  example,  who  goes  ahead 
and  prints  an  envelope  with  a  design  or  lettering  scheme 
extending  over  two-thirds  or  three-fourths  of  the  front  of  his 
envelope  is  likely  to  have  mailings  refused.  In  order  that 
envelopes  may  have  ample  room  for  the  original  address  and 
for  subsequent  addresses  in  case  the  envelope  cannot  be 
delivered  to  the  original  addressee,  the  Post  Office  Depart- 
ment requires  that  all  designs  of  an  advertising  or  illustrative 
character  be  kept  to  the  left-hand  half  of  the  face.  The 
entire  back  of  the  envelope  may  be  used  without  objection. 

There  are  many  regulations  by  the  postal  laws  with  respect 
to  mailable  matter  that  should  be  observed  in  order  to  avoid 
penalties  or  embarrassment.  These  are  obtainable  from 
either  the  official  Postal  Guide  or  a  small  booklet  issued  by  the 
Post  Office  Department,  giving  facts  about  the  use  of  mails 
that  the  pubHc  should  know. 

Lotteries  and  Chance  Schemes. — Everything  in  the  nature 
of  a  lottery,  chance  game,  chance  contests,  etc.  is  prohibited 
from  the  mails,   though  it  may  be  harmless  in  character. 

Names  of  Individuals  Composing  a  Firm. — In  various 
states,  persons  or  partnerships  using  abstract  names  not 
containing  their  personal  names — such  as  National  Products 
Co.,  Ready  Aid  Corporation,  etc. — must  file  a  certificate 
giving  the  names  of  the  principals  so  that  this  information 
will  be  on  file  in  a  pubhc  office.  The  object  of  this  is  to 
prevent  advertisers  from  hiding  their  identity  so  far  as 
individuals  are  concerned. 

Mailing  Lists. — Postmasters  and  carriers  are  not  allowed 
to  furnish  mailing  lists  of  persons  in  various  communities  or 
mail  routes,  but  the  law  allows  them  to  revise  existing  mailing 
lists,  which  is  an  effective  way  of  eliminating  names  of 
persons  who  have  moved  or  died. 

COPYRIGHT 

Copyright  is  the  author's,  publisher's,  musician's  or 
designer's  method  of  protecting  the  results  of  intellectual 


688  THE  ADVERTISING  HANDBOOK 

labor.  Copyright  relates  not  merely  to  literary  production 
but  comprehends  statuary  and  models.  An  author  has  a 
property  right  in  unpublished  manuscript,  whereas  copy- 
right can  exist  only  on  publication,  though  "publication'*  does 
not  necessarily  mean  reproduction  by  means  of  a  printing 
press.  A  mimeographed  publication  may  be  copyrighted,  so 
may  one  reproduced  by  means  of  blue-print  or  photographic 
reproduction. 

Advertisements  as  such  have  never  been  classed  as ' '  literary 
productions,"  and  if  advertisements  or  advertising  illustrations 
are  to  be  protected  by  copyright,  they  should  be  entered  in 
some  other  way  than  as  single  advertisements.  Most  adver- 
tisements are  registered  as  ''books"  or  pictorial  illustrations. 

What  may  be  Cop3rrighted. — Copyright  protection  may 
extend  to  all  productions  of  a  literary  or  artistic  nature, 
though  not  to  such  discoveries  or  creations  as  mechanical 
inventions  or  creations,  which  are  covered  by  the  patent 
and  trade-mark  laws.     Copyright  protection  may  extend  to: 

Books,  periodicals,  lectures  and  addresses,  dramatic  compo- 
sitions, musical  compositions,  maps,  works  of  art  such  as 
models  or  designs  for  works  of  art,  drawings  or  plastic  works, 
photographs,  prints  and  pictorial  illustrations,  motion-picture 
photoplays  and  other  motion-pictures. 

Photographs  and  drawings  can  be  copyrighted  as  works  of 
art,  and  a  number  of  advertisements  can  be  bound  together 
in  the  form  of  a  portfolio  or  book  and  the  entire  exhibit 
copyrighted  as  a  book.  The  word  ''book"  under  the  copy- 
right law  is  of  broad  scope,  and  even  a  single  sheet  can  be 
entered  as  a  book  if  its  nature  is  not  obviously  of  an  unliterary 
character.  Loose-leaf  books  may  be  copyrighted  a  page  or  a 
chapter  at  a  time. 

Such  productions  as  artistic  labels,  package  designs,  etc., 
may  be  copyrighted,  but  such  copyrights  must  be  secured 
from  the  Patent  Office  rather  than  through  the  Library  of 
Congress. 

No  Sole  Cop3rrights  in  Titles. — A  mere  title  cannot  be 
copyrighted,  though  under  the  trade-mark  law,  a  name  can 
be  registered  on  literary  productions  such  as  a  series  of  books 
or  periodicals.     The  only  way  the  title  can  be  incorporated 


LAWS  AFFECTING  ADVERTISING  689 

in  a  copyrighted  production  is  to  include  it  in  the  production 
itself,  and  even  then  the  title  as  a  separate  feature  cannot  be 
protected.  An  author  who  produced  a  book  with  the  title  of 
''How  to  Get  a  Position  and  How  to  Keep  It"  was  astonished 
to  learn  a  few  months  after  his  book  came  out  that  another 
was  announced  with  the  title  of  ''How  to  Get  and  Hold  a 
Job."  But  the  treatment  of  the  two  books  was  entirely 
different.  Neither  author  had  infringed  on  the  other,  and 
neither  had  the  right  to  usurp  the  title.  Similarity  of  title 
might,  however,  be  excellent  evidence  of  intention  to  infringe 
if  a  competing  work  had  text  closely  resembling  the  one 
copyrighted  first. 

Owner's  Rights. — The  owner  of  a  copyright  has  the  full 
ownership,  as  in  the  case  of  other  property,  and  may  assign 
or  lease  the  whole  or  a  part  of  his  right,  as  he  may  see  fit.  He 
may  sell  a  restricted  use  of  the  material,  but  in  all  such  bar- 
gains he  must  be  careful  to  see  that  his  copyright  notice  is 
used  as  due  notice  to  the  public  of  the  copyrighted  nature  of 
the  work.  If  this  is  omitted  through  his  negligence,  the  work 
is  released  to  the  public. 

Making  Application  for  Cop3rright. — Application  for  copy- 
right protection  should  be  made  in  the  United  States  to  the 
Library  of  Congress,  stating  the  nature  of  the  production. 
Copyright  is  obtained  by  publication  and  in  no  other  way. 
Different  forms  are  used  according  to  the  nature  of  the  mate- 
rial. The  cost  for  registration  and  a  certificate  is  one  dollar. 
The  copyright  notice  may  now  be  printed  on  the  publication 
and  the  publication  actually  mailed  or  delivered  before 
certificate  has  been  received,  provided  the  two  copies  of  the 
best  edition  required  by  law  are  deposited  in  the  mails  within 
a  reasonable  time. 

Application  for  copyright  in  Canada  should  be  made  to  the 
Commissioner  of  Patents,  Trade  Mark  and  Copyright  Branch, 
Ottawa.     The  registration  cost  is  one  dollar. 

Separate  Copyright  of  Articles  or  Designs.— Although  the 
general  copyright  notice  of  a  magazine  or  newspaper  covers 
all  of  its  text  pages  (not  the  advertisements),  it  is  regarded  as 
good  practice,  where  an  author  desires  to  retain  copyright 
protection  of  an  article  or  design  which  may  later  appear  in 

44 


690  THE  ADVERTISING  HANDBOOK 

some  other  form,  to  have  a  separate  copyright  notice  appear  in 
connection  with  his  name  on  the  title  page  of  the  article,  at 
either  the  top  or  the  bottom. 

Protection  in  Foreign  Countries. — The  copyright  laws  of 
the  United  States  are,  of  course,  for  the  particular  protection 
of  citizens  of  the  United  States,  and  the  requirement  is  that 
books,  lithographs,  etc.  to  be  copyrighted  must  be  reproduced 
from  type  set  within  the  borders  of  the  United  States,  and 
that  press-work  and  binding  shall  also  be  done  within  the 
limits  of  the  United  States.  Within  the  last  ten  years  a 
number  of  agreements  have  been  entered  into  with  the  govern- 
ments of  other  countries,  by  which  citizens  of  these  countries 
have  certain  protection  accorded  their  copyrightable  pro- 
ductions in  return  for  like  protection  accorded  citizens  of  the 
United  States.  This  list  of  countries  includes  the  following: 
Belgium,  France,  Great  Britain  and  the  British  possessions, 
Switzerland,  Germany,  Italy,  Denmark,  Portugal,  Spain, 
Mexico,  Chile,  Costa  Rica,  Cuba,  China,  Norway,  Japan, 
Austria,  Korea,  Sweden,  Hungary,  Dominican  Republic, 
Guatemala,  Hondul-as,  Panama,  Nicaragua,  Ecuador,  Bolivia, 
Brazil,  Paraguay,  Salvador,  Argentine  Republic.  In  some 
cases,  this  agreement  is  the  result  of  a  specific  proclamation. 
In  other  cases,  the  agreement  is  merely  the  result  of  a  con- 
ventional resolution  or  principle  to  which  the  various  countries 
pledge  observance.  Those  interested  in  the  details  of  this 
development  of  copyright  protection  should  secure  from  the 
Library  of  Congress  "Copyright  Office  Bulletin  No.  14"  or 
the  latest  revisions  of  this  pamphlet.  This  will  give  other 
interesting  information  to  those  to  whom  copyright  is  of 
particular  interest. 

Infringement  of  Cop3rright. — Infringement  of  copyright 
consists  of  the  unauthorized  use  of  such  a  part  or  so  much  of 
the  copyrighted  work  that  its  value  is  sensibly  diminished  to 
the  author  or  owner.  It  is  within  bounds  to  quote  from  copy- 
righted material  or  to  refer  to  it.  How  much  may  be  safely 
quoted  or  introduced  as  examples  is  a  question  that  can  be 
decided  only  in  each  case.  A  single  chart  reproduced  from 
one  work  may  be  a  plain  violation  of  copyright  law,  and  yet 
in  another  case  pages  might  be  quoted  from  a  copyrighted 


LAWS  AFFECTING  ADVERTISING  691 

work  without  ''sensibly  diminishing"  the  value  of  the  original 
to  its  owner. 

There  is  a  popular  notion  that  if  copyrighted  material  be 
quoted  or  credited,  or  that  if  such  language  as  "with  apologies 

to  "  be  used,  this  permits  the  freest  use  of  the 

material.  There  is  no  foundation  for  this  view.  The  use 
of  quotation  marks  or  references  shows  frankness  and  courtesy, 
but  one  who  went  into  his  neighbor's  yard  and  said,  **I  am 
going  to  take  away  half  of  your  shrubbery  and  flowers," 
would  hardly  be  thought  to  have  acquired  the  right  to  take 
what  does  not  belong  to  him  merely  because  he  was  frank 
about  it.  The  safest  practice  with  respect  to  the  use  of 
copyrighted  material  is  either  to  get  written  permission, 
which  should  be  carefully  filed,  or  else  to  quote  so  little  as  to 
be  clearly  within  the  limits  of  safety. 

A  case  of  infringement,  if  successfully  proved,  permits 
injunction  proceedings  against  further  infringement,  pay- 
ment of  damages  to  the  copyright  proprietor  and  the  des- 
truction of  plates  used  in  producing  the  infringing  material, 
printed  copies,  etc.  Damages  for  unauthorized  newspaper  use 
of  photographs  is  limited  to  $200  in  the  case  of  each 
photograph,  and  may  be  as  little  as  $50. 

The  damages  in  the  case  of  paintings  or  statues  may  be  $10 
a  copy  for  each  copy  of  the  offending  work;  in  the  case  of  a 
lecture,  sermon  or  address,  the  damages  may  be  $50  for 
each  infringing  delivery. 

The  reading  of  such  a  manuscript  as  a  play  or  an  address  is 
not  necessarily  a  release  to  the  public,  and  such  a  production 
may  later  be  copyrighted. 

Length  of  Protection. — Copyright  protection  extends  for 
twenty-eight  years  from  the  date  of  first  registration,  and  if 
the  application  is  made  for  a  second  registration  one  year 
before  the  expiration  of  the  original  term,  a  second  period  of 
twenty-eight  years'  protection  may  be  had.  Thereafter  the 
work  is  released  to  the  public  and  anyone  may  reproduce  it  at 
will. 

Publication  of  Notice. — The  law  provides  that  in  order  to 
enjoy  copyright  protection,  due  notice  must  be  given  by  the 
author  or  proprietor  by  means  of  printing  on  the  title  page 


692  THE  ADVERTISING  HANDBOOK 

of  his  publication  or  the  page  immediately  following  title 

page  the  notice  ''Copyright,  192 — by ."     Where 

the  work  is  of  such  character  that  this  full  Une  cannot  appear 
in  a  prominent  position,  the  abbreviation  "Copr"  or  the 
letter  C  within  a  circle  followed  by  the  abbreviated  name  of 
the  author  or  his  initials  may  be  used,  provided  that  elsewhere 
on  the  production  the  full  copyright  notice  appears.  There 
are  severe  penalties  for  the  removal  of  such  notices  by  those 
who  do  so  with  fraudulent  intent  and  also  penalties  for  the 
use  of  the  notice  without  actual  registration. 

It  is  not  necessary  to  use  such  expressions  as  ''AH  rights 
reserved,'^  or  "Infringers  will  be  rigorously  prosecuted," 
though  some  add  them  to  the  usual  copyright  notice  as  an 
extra  warning  to  "pirates.'^ 

Common  Right  to  Original  Sources. — The  fact  that  one 
may  copyright  his  own  particular  arrangement,  review,  or 
discussion  of  a  broad  subject  does  not  give  him  any  sole 
rights  to  the  broad  principles  included.  Other  writers  may 
go  to  the  same  original  sources  for  information  and  use  it, 
provided  they  do  not  infringe  on  a  previous  writer's  particular 
creation,  arrangement,  or  invention. 

Suppose,  for  example,  that  several  writiers  wish  to  make  up 
charts  of  color  harmonies.  This  is  a  broad  subject,  and  there 
are  certain  color  principles  that  can  be  stated  in  only  one  way. 
One  writer  may  arrange  these  ingeniously  in  the  form  of  a 
circle  or  a  star  and  copyright  that  particular  arrangement, 
but  he  cannot  hold  for  his  own  exclusive  use  that  fundamental 
information.  Others  may  go  to  original  sources  and  present 
the  same  data  in  a  different  form  or  arrangement. 

INFRINGEMENT  OF  TRADE-MARK  RIGHTS  UNDER   FEDERAL 

STATUTE 

Preliminary  Protection. — No  one  should  spend  time  and 
money  exploiting  a  trade  name  or  trade-mark  without  having 
the  records  in  the  United  States  Patent  oflBice  checked  to  see 
if  the  new  name  or  mark  is  an  infringement  on  any  registered 
mark.  Otherwise,  he  may  find  after  some  years  of  hard 
work  in  popularizing  a  name  or  mark  that  it  may  clearly  be  an 
infringement  on  some  one's  registered  mark,  and  will  have  to 


LAWS  AFFECTING  ADVERTISING  693 

be  abandoned  or  else  damages  or  a  royalty  to  some  one  else 
will  be  necessary. 

As  the  first  user  of  a  trade  name  or  mark,  an  advertiser 
may  acquire  a  common-law  right  that  no  one  else  may  deprive 
him  of,  even  if  he  does  not  register  his  name  or  mark  and  later 
some  one  else  registers  a  similar  name  and  secures  trade-mark 
protection.  But  registration  has  the  advantage  of  putting 
an  adoption  on  record,  and  it  also  puts  the  advertiser  under 
the  protection  of  a  special  law  of  definite  procedure  and 
penalties  in  a  United  States  Court.  Consequently,  most 
advertisers  register  their  trade-marks  nationally  and  go  so 
far  as  to  undertake  registration  in  South  American  and 
European  countries.  But  it  is  well  to  remember  that  it  is 
use,  not  mere  adoption,  that  fundamentally  gives  trade 
mark  rights. 

The  Federal  trade-mark  statute  provides  for  assessment  of 
damages,  if  infringement  is  proved,  as  high  as  three  times  the 
actual  damage,  and  the  Court  may  furthermore  order  the 
destruction  of  all  infringing  labels,  packages,  etc. 

Procedure  for  Protection  Against  Infringements. — One  who 
believes  that  a  trade-mark  which  he  controls  has  been  infringed, 
should  consult  a  reliable  attorney  with  experience  in  trade- 
mark and  unfair  competition  practice.  If  it  seems  that  an 
infringement  has  taken  place,  the  first  move,  before  bringing 
suit,  unless  damage  has  already  been  suffered,  will  be  a  letter 
requesting  the  infringer  to  desist  from  using  the  trade-mark. 
Many  infringements  are  innocent  and  may  be  settled  out  of 
court. 

On  the  other  hand,  some  well  known  advertisers  have  had 
so  many  infringements  to  fight  that  they  have  made  up  a 
book  of  exhibits  which  they  use  to  advantage.  The  B.  V.  D. 
Company,  makers  of  underwear,  have  a  book  of  this  description 
called  "The  High  Cost  of  Faking,''  Figure  1.  The  National 
Biscuit  Company  has  an  impressive  exhibit  of  a  large  number 
of  infringing  trade-marks  and  packages  which  have  been 
suppressed.  Figure  2  shows  one  of  these  examples,  together 
with  the  National  Biscuit  trade-marked  design. 

Infringements  may  not  be  determined  merely  on  the 
trade-mark  itself,  but  on  the  package  as  a  whole,  its  shape, 


694 


THE  ADVERTISING  HANDBOOK 


Summary  of  Abandonments  by  Years 


11905 


1906 


In-er-seal   Trade 
Mark 

Uneeda  Biscuit 

Red  Label  Graham 

Ribbon  Design .... 

Mary  Ann 

Social  Tea 

Zu  Zu 

Lemon  Snaps  Label 

Oysterettes | 

Jonnie I 

Faust j 

Saratoga  Flakes ■ 

Oatmeal       Crackers  ! 
Label ' 

Eagle 1 

Royal 

Five  O'clock 

Nabisco 

Premium 

Sorbetto 

Cow  Design 

Fig  Newtons 

Dainties 

Tid-Bit 

Refillers  of  Cans  and 
Boxes 

American  Beauty, 
Crispy,  Champion, 
Cameo,  Festino, 
Golden  Rod,  Kream 
Klips,  Picnic,  Pret- 
zelettes,  Old  Time, 
Shell,  Star,  Sea.... 
Foam,  Taffy,  etc., 
etc 


58 

29 

27 

22 

22 

13 

11 

6 

6 

4 

4 

3 


Total  by  Notice . 
By  Injunction . . . 


80 

35 

31 

26 

28 

15 

11 

8 

10 

4 

9 

3 

3 
4 
2 

2 
2 


1907  1908  1909 


1910  1911  1912!l913jl914 


96 
37 
35 
29 
29 
17 
12 

9 
11 

4 
10 

6 

5 
4 
5 
3 
3 
3 
3 
3 


14 


108 
39 
41 
29 
30 
21 
13 
12 
12 

6 
10 

6 

6 
5 
6 
5 
3 
6 
3 
5 


26 


36  42 


249 
19 


268 


330 
32 


362 


120 
42 
42 
29 
30 
24 
13 
12 
12 
7 
10 
9 

6 
6 
7 
5 
5 
6 
5 
8 
1 
1 
3 


398 
32 


430 


128 
45 
42 
29 
32 
24 
13 
13 
13 
7 
10 
10 

7 

8 

10 

6 

5 

8 

10 

12 

2 

2 

3 


30  37  55 


133 
49 
42 
29 
33 
28 
13 
13 
15 
7 

10 
10 

7 

8 

12 

8 

8 

9 

10 

12 

3 

2 

3 


134 
51 
43 
29 
35 
29 
14 
13 
15 
8' 
10 
12 

7 

8 

15 

10 

8 

9 

10 

12 

4 

2 

3 

63 


57  77  81  90  93  100 


472 
32 


514 
32 


566 
32 


612 
32 


644 
32 


504  546  598  644  676 

.    i    i 


Page  from  cloth-bound  book  of  National  Biscuit  Company  summariz- 
ing the  many  cases  of  infringement  of  their  trade-mark,  trade  names, 
packages,  eto.  As  will  be  seen,  this  advertiser  by  merely  setting  forth 
the  facts,  was  able  to  induce  most  infringers  to  abandon  their  designs. 


Plate  X 


Fig.  2. — The  "Factory  Seal"  trade-mark,  which  is  a  conventional  arrange- 
ment of  the  word  Ohio,  appears  on  close  study  to  be  distinctively  different 
from  the  In-Er-Seal  trade-mark  of  the  National  Biscuit  Company.  Yet  the 
courts  held  it  to  be  an  infringement.  White  letters  and  strokes  of  the  same 
general  style  as  the  National  Biscuit  design  are  used.  Note  even  the  ends 
of  the  strokes.  The  same  color  combination  was  used,  the  two  reds  being 
almost  exactly  alike  even  the  corners  of  the  red  background  in  the  Factory 
Seal  design  were  clipped.  The  general  effect  of  the  Ohio  design  is  so  much 
like  that  of  the  National  Biscuit  design  that  a  person  buying  in  the  ordinary 
way  would  be  likely  to  take  the  Ohio  package  as  a  substitute  for  the 
National  Biscuit  one  and  not  know  the  difference.  {Facing  Page  694) 


LAWS  AFFECTING  ADVERTISING 


695 


color,  and  general  appearance.  The  question  comes  down  to 
*^Did  the  alleged  infringer  try  to  put  his  goods  before  the 
public  in  such  form  that  the  consumer,  buying  in  the  ordinary 
way  and  with  only  the  ordinary  caution,  would  be  likely  to 
buy  the  imitating  package  instead  of  the  original."  On  this 
broad  ground,  many  trade-marks  have  been  declared  infringe- 


^^..A>A>  A>.;^^jef..N- 


MADE  FOR  THL 


THE  HIGH  COST  OF  FAKING- 


The     gist     of     these     decisions, 
orders  and  decrees  is  always  the 
same — 
I.    "B.  V.  0."  IS  MOT  a  Myl.  .r  m.  M 


Th.  B.   V.   D.   Cempany  Iron 


WHAT 

"B.V.D.-IS 

AND 

WHAT 

"B.V.D."IS 

NOT 


D."   CANNOT   ke   ntHTMl 


In  otiier  words,  the  law  will 
not  permit  "B.  V.  D."  to  become 
a  convenient  and  h.'ghly.  profit- 
able catch-word  at  the  disposal 
of  every  dealer  who  has  some 
(usually  inferior)  goods  to  get 
rid  of.  What  a  favorite  vehicle 
"B.  V.  D."  is  for  the  inexpensive 
peddling  of  goods,  which,  on 
their  own  merits,  the  public 
could,  never  be  lur^  into  buying,' 


INBXPBN* 
PBODUNO 


Fig.  1. — Page  from  a  booklet  sent  out  by  the  B.V.D.  Company  to  dis- 
courage unfair  retail  practices  with  reference  to  advertising  or  selling  under- 
wear as  being  "same  as  B.V.D.,"  "B.V.D.  style,"  etc. 


ments,  when  actually  there  was  considerable  difference 
between  them  and  the  designs  they  were  supposed  to  imitate. 
Advertising  that  Protects  Trade -Marks. — The  Eastman 
Kodak  advertisement;  Figure  3,  is  a  good  example  of  the  way 
in  which  leading  advertisers  sometimes  advertise  their  trade- 
mark? so  as  to  strengthen  their  positions  in  fighting  infringe- 
ments. According  to  good  authority,  if  the  Eastman  Kodak 
Company  should  keep  on  advertising  the  word  KODAK  as 


696 


THE  ADVERTISING  HANDBOOK 


applying  to  just  one  article,  a  camera,  the  word  would  become 
public  property  with  the  expiration  of  patents,  just  as  the 
name  of  Mr.  Edison's  invention,  the  phonograph,  has  become. 
Hence,  the  advertiser  is  wisely  applying  the  word  KODAK  as 
a  mark  indicating  the  origin  of  a  line  of  products  rather  than 


What  "KODAK"  Means 

AS  a  word,  a  trade-name  "Kodak"  is  simply  an  arbitrary 
J^\^  combination  of  letters.  It  is  not  derived  from  any 
other  word.  It  was  made  up  from  the  alphabet,  not  by 
lucky  chance,  but  as  the  result  of  a  diligent  search  for  a 
combination  of  letters  that  would  form  a  short,  crisp,  eu- 
phonious name  that  would  easily  dwell  in  the  public  mind. 


As  a  trade-mark,  "Kodak"  indi- 
cates certain  of  the  products  of  the 
Eastman  Kodak  Co.,  to  which  it  has 
been  applied,  as,  for  instance,  Kodak 
Cameras,  Kodak  Tripods  and  Kodak 
rilm  Tanks, 

As  an  institution,  "Kodak"  stands 
for  leadership  in  photography  To 
the  world  at  large  it  is  best  known 
for  its  simplification  of  photography 
for  the  amateur,  for  its  Kodak  and 
Brownie  Cameras,  for  its  films  and 
papers.  To  the  professional  photog- 
rapher, it  is  known  for  its  progressive 
leadership  in  the  manufacture  of 
everything  that  is  used  in  the  studio. 
In  the  cinema  world  it  is  known  as 


the  producer  of  the  film  that  made 
the  motion  picture  possible.  To  the 
army  and  navy,  it  is  best  known 
for  Its  aerial  cameras  and  aerial 
lenses — the  latter  a  modification 
of  the  Kodak  Anastigmats.  To  the 
scientist,  it  is  known  for  its  X-Ray 
products,  now  so  vital  in  the  mend- 
ing of  men,  and  for  the  work  of  its 
great  Research  Laboratory. 

In  1888,  when  the  two  "k's",  the 
"o",  the  "d"  and  the  "a"  were  eu- 
phoniously assembled,  they  meant 
nothing.  To-day  they  mean  protec- 
tion for  you  in  the  purchase  of 
photographic  goods. 


If  if  isn't  an  Easfman,  it  isn't  a  Kodak. 

Eastman  Kodak  Company 

Rochester,  N.  Y.,  The  Kodak  City. 


Fig.  3. — The  Eastman  Kodak  Company  not  only  gains  valuable  publicity 
by  explaining  its  trade-mark  but  creates  some  excellent  evidence  of  its  use 
of  its  trade-mark. 


as  the  name  of  one  article.  The  Victor  Talking  Machine 
Company  is  following  the  same  practice  and  applying  the 
word  VICTROLA  to  records,  needles,  styli,  etc.,  as  well  as  to 
talking  machines.  See  Figure  4.  An  enormous  valuation  is 
wrapped  up  in  such  names  and  it  is  important  to  protect 
them   in  every   way  possible.     Such  advertisements  as  the 


LAWS  AFFECTING  ADVERTISING 


697 


Eastman  and  Victor  examples  furnish  fine  evidence-exhibits 
of  the  Company's  poHcies  and  practices  when  these  may  be 
questioned  in  suits. 


It  is  worth  your  while 
to  know  the  truth 


The  Trademark  VICTROLA  uas 
orijjinated  by  the  Victor  Talking 
Machine  Company.  ]i  is  apphid  to 
our  various  products  Instruments, 
Records,  Styli,  etc.— and  seeintj  It  on 
any  Talking  Machine,  Record  or 
accessory  you  may  know  that  the 
r.rticle  is  <:enuiiie  and  «as  manufact- 
ured by  tins  Company. 

Every  talking  machine  dealer 
knows  this,  and  you  may  assume 
that  if  you  ask  a  dealer  for 
VICTROLA  products  and  he  hands 
you  something  not  manufactured  by 
the  Victor  Talking  Machine 
Company,  he  is  attempting  to  deceive 
you  and  is  not  giving  you  what  you 
want  or  the  service  you  are  entitled 
to. 

Remember  the  Trademark 
VICTROLA  cannot  be  properly  or 
honestly  used  as  referring  to  goods 
not  manufactured  by  us. 


VICTROLA 

Victor  Talking  Machine  Co.. 

Camden,  New  Jersey 


Fig.  4. — An  advertisement  planned  to  make  the  public  wary  of  buying 
talking  machines  and  equipment  that  do  not  bear  the  Victor  dog  or  the 
word  Victrola — both  trade-marks  of  the  Victor  Talking  Machine  Co. 

Value  of  Good  Records. — An  advertiser  should  not  only  get 
good  legal  advice  when  about  to  choose  a  trade  name  or  to 
register  it  but  he  should  keep  careful  record  of  all  matters 


698  THE  ADVERTISING  HANDBOOK 

that  relate  to  his  trade-mark  and  its  use.  Specimens  of 
labels,  packages,  signs,  etc.  showing  the  trade-mark,  should 
be  carefully  preserved  with  their  dates,  extent  of  use,  etc. 
There  have  been  many  instances  when  advertisers  desired 
to  bring  legal  action  of  some  kind,  only  to  find  that  their 
offices  were  deficient  in  records  showing  the  history  of  their 
trade-marks.  Valuable  correspondence  and  other  documents 
relating  to  trade-mark,  patent  and  copyright  matters  are 
often  lost  if  not  kept  in  a  special  file,  and  their  loss  may  prove 
to  be  very  serious  when  some  right  of  the  advertiser  is  ques- 
tioned. Some  trade-mark  attorneys  provide  a  special  record 
form  for  the  orderly  recording  of  this  essential  data. 

UNFAIR  COMPETITION 

Unfair  competition  is  a  broad  term  of  many  ramifications 
and  may  be  said  further  to  be  a  progressive  or  evolving  term, 
as  forms  of  competition  are  regarded  as  unfair  today  that 
could  possibly  have  been  used  safely  a  dozen  or  a  score  of 
years  ago. 

Such  a  broad  term  as  "unfair  competition"  does  not  lend 
itself  to  easy  definition.  The  following  from  Nims  on  Unfair 
Competition  and  Trade-Marks  affords  some  light: 

Unfair  competition  is  not  confined  to  acts  directed  against  the 
owners  of  trade-marks  or  trade  names  but  exists  wherever  unfair  means 
are  used  in  trade  rivalry.  Equity  looks  not  at  the  character  of  the 
business  in  which  the  parties  before  the  court  are  engaged  but  at  the 
honesty  or  dishonesty  of  their  acts.  It  is  unfair  to  pass  off  one's  goods 
as  those  of  another  person;  it  is  unfair  to  imitate  a  rival's  trade  name  or 
label;  but  he  who  seeks  to  win  trade  by  fair  means  or  foul  is  not  limited 
to  these  methods.  He  may  copy  and  imitate  the  actual  goods  made  or 
sold  by  a  competitor,  he  may  libel  or  slander  these  goods,  make  fraudu- 
lent use  of  a  family  name,  or  trade  secrets,  of  corporate  names,  of  signs, 
of  threats  of  action,  or  may  construct  buildings  which  are  reproductions 
of  peculiar  buildings  of  a  rival,  thus  producing  confusion  in  the  minds 
of  purchasers,  which  enables  him  to  purloin  his  rival's  trade,  and  in  a 
hundred  other  unfair  ways  secure  another's  trade. 

By  no  means  all  acts  done  in  competition  which  the  average  person 
would  describe  as  unfair  are  recognized  by  equity  as  actionable.  Most  of 
such  acts  are  not  so  recognized.  In  the  past  courts  of  equity  usually 
have  not  regarded  an  act  as  actionable  under  the  law  of  unfair  competi- 
tion unless  such  act  constituted  a  passing  off  of  the  goods  of  one  person 


LAWS  AFFECTING  ADVERTISING  699 

as  those  of  another.  In  England  unfair  competition  is  termed  passing 
off/  although  in  other  countries  the  concept  of  it  is  much  broader  than 
mere  passing  off  of  goods. 

Some  Disapproved  Practices. — The  following  practices, 
among  many  others,  are  regarded  by  the  Federal  Trade 
Commission  as  constituting  unfair  methods  of  competition. 
Not  all  of  these  practices  have  been  condemned  by  courts  of 
equity,  so  some  may  be  regarded  as  being  merely  on  the 
border  line  and  practices  about  which  a  business  concern 
should  be  unusually  careful. 

Proposals  to  dealers  to  handle  your  goods  exclusively. 

Refusal  to  sell  to  dealers  because  they  handle  competitors'  goods. 

Contracts  to  manufacture  exclusively  for  one  firm  or  person;  agree- 
ments not  to  sell  to  competitors  or  to  non-members  of  some  organization. 

Proposals  to  maintain  a  resale  price,  or  refusal  to  do  business  because 
your  correspondent  will  not  sell  at  a  certain  price. 

Inducing  your  correspondent  to  break  or  delay  a  contract  with  a 
competitor. 

Threatening  to  sue  a  competitor  with  the  object  of  intimidating  him. 

Asking  your  correspondent  to  procure  spurious  estimates  from  com- 
petitors. 

Threatening  to  sell  direct  to  consumers  as  a  means  of  compelling  a 
retailer  to  handle  goods. 

Misrepresentations  about  a  competitor's  merchandise  or  business. 

Selling  at  less  than  cost  on  the  condition  that  the  customer  will  simul- 
taneously purchase  other  commodities  on  which  a  profit  will  be  made. 

Concealing  interest  in  other  concerns. 

Publishing  of  a  blacklist  by  an  association. 

Spying  on  a  competitor's  business,  securing  drawings  secretly,  or 
procuring  trade  secrets  and  transportation  information  through  bribery, 
trailing  deliveries,  requesting  employes  and  dealers  to  spy  on  other 
dealers,  etc. 

It  is  hardly  necessary  to  add  that  the  careful  advertiser 
should  see  that  none  of  these  offenses  appear  in  his  advertising, 
his  house  publication,  his  correspondence  or  through  any 
other  medium  for  which  he  is  responsible. 

Guarded  References  to  Competing  Goods. — While  it  is 
every  advertiser's  right  to  feel  that  his  product  or  service  is 
high-class,  even  going  so  far  as  to  claim,  without  penalty,  that 
it  is  the  '*best  produced"  if  he  feels  that  this  is  good  advertis- 
ing, he  should  be  scrupulously  careful  not  to  reflect  specifically 


700  THE  ADVERTISING  HANDBOOK 

on  competitors  to  their  actual  damage  or  to  restraint  of  their 
trade.  Competition  need  not  necessarily  be  named  in  order 
to  be  unfair.  If  the  advertiser  of  an  adding  machine  were  to 
say  that  "The  bars  of  every  other  adding  machine  now  on 
the  market  are  Hkely  to  break  at  this  point  at  any  time," 
the  statement  might  be  regarded  by  a  court  as  unfair,  but 
the  advertiser  might  amend  such  a  statement  and  say  "The 
bars  of  most  adding  machines  are  inchned  to  break  at  this 
point"  and  be  within  bounds,  because  "most"  is  broad 
enough  to  allow  any  competing  machine  to  argue  that  it  is 
not  included. 

Contracts  with  Publishers. — PubHshers,  like  other  mer- 
chants, can  choose  their  customers  and  are  not  obliged  to 
accept  advertising  from  an  advertiser  if  they  prefer  not  to  do 
so.  This  principle  was  borne  out  in  a  recent  case  where  an 
advertising  agency  brought  suit  against  the  Curtis  Publishing 
Company  to  require  this  publisher  to  accept  business.  The 
decision  was  that  a  publisher  may,  for  reasons  best  known  to 
himself,  decline  business  from  a  given  customer.  For  a  group 
of  publishers  to  agree  to  keep  an  advertiser  out  of  their  pages 
would  be  an  altogether  different  thing,  for  this  would  be  "a 
combination  in  restraint  of  trade." 

Liability  for  Space  Ordered. — A  contract  with  a  publisher 
to  buy  a  definite  amount  of  space  to  be  used  within  a  certain 
time  can  probably  be  enforced  strictly  if  the  advertiser  or 
the  publisher  does  not  qualify  the  contract  in  some  way. 
Most  advertisers  qualify  by  setting  forth  in  their  orders  that 
*'if  a  lesser  amount  of  space  is  used  than  here  specified,  the 
rate  shall  be  that  shown  by  the  publisher's  rate  card  for  the 
amount  used."  Such  a  clause  places  the  question  beyond 
all  doubt.  A  pubhsher,  however,  is  not  likely  to  agree  to 
this  clause  if  the  contract  calls  for  a  certain  position  or  for 
particular  pages  for  the  advertising,  because  he  will  take  the 
ground  that  the  advertiser's  failure  to  carry  out  such  a  con- 
tract has  deprived  him  of  the  opportunity  to  sell  such  positions 
to  other  advertisers. 

A  contract  requires  a  consideration  and  an  acceptance.  The 
consideration  may  be  a  nominal  one,  one  dollar,  or  it  may  be 
"services  rendered,"  but  if  no  consideration  is  named  or  can 


LAWS  AFFECTING  ADVERTISING  701 

be  shown,  the  contract  is  merely  a  '^gentleman's  agreement" 
and  is  worth  nothing  legally. 

Contracts  with  Printers. — Printers  nowadays  have  the  habit 
of  claiming  that  all  plates  made  for  a  job  belong  to  them, 
though  they  will  admit  that  the  cost  of  such  material  was 
paid  by  the  advertiser.  While  such  a  claim  is  of  doubtful 
validity  and  would  not  likely  be  sustained  by  a  court,  it  is 
better  to  avoid  controversy  by  putting  in  every  printing  order, 
some  such  clause  as  the  following : 

"All  drawings  and  printing  plates  made  in  connection  with 
this  undertaking  and  for  which  we  pay  are  to  be  considered 

our  property,  and  if  they  remain  with are  to 

remain  subject  to  our  orders." 

Other  Pointers  on  Agreements. — A  proposal  must  be 
accepted,  in  one  way  or  another,  before  the  negotiation 
becomes  a  contract.  Consequently  some  firms  make  a 
practice  of  writing:  ''Please  acknowledge  this  letter  and  let 
us  know  that  the  conditions  are  thoroughly  understood  and 
acceptable  before  you  go  ahead  with  the  work."  Such  an 
acknowledgment  makes  it  difficult  for  your  correspondent 
to  set  up  the  claim  later  that  he  did  not  agree  to  certain 
conditions  or  understand  them. 

A  letter  incorporating  a  contract  should  be  complete,  as 
the  courts  will  not  allow  evidence  to  the  effect  that  there  was 
an  oral  understanding  contrary  to  some  clause  in  the  written 
understanding. 

Agreements  need  not  necessarily  be  in  writing.  But  a 
written  agreement  is  easier  to  prove  than  an  oral  one,  where 
"one  man's  word  may  be  as  good  as  another."  Most  states 
fix  a  limit  as  to  sales  on  which  oral  agreements  may  be  en- 
forced, and  require  that  all  agreements  covering  purchases 
or  contracts  above  these  figures  be  in  writing.  Transfers  of 
real  estate  are,  of  course,  incomplete  until  the  agreement  and 
sale  of  the  title  is  in  the  form  of  writing.  These  regulations 
are  for  the  purpose  of  making  men  more  prudent  and  the  pre- 
venting of  mere  oral  misunderstanding  about  important  deals. 

Where  artists,  writers,  printers  and  others  give  no  definite 
price  on  certain  work,  only  that  which  is  a  reasonable  price 
may  be  recovered,  and  what  is  a  reasonable  price  is  often  a 


702  THE  ADVERTISING  HANDBOOK 

matter  for  a  court  to  decide.  Therefore,  even  when  it  is  not 
possible  to  get  exact  quotations,  it  is  better  to  write  ''We 
don't  want  to  go  beyond  a  hundred  dollars  for  this  job." 

The  responsible  head  of  an  advertising  department  may  bind 
his  firm  in  those  agreements  that  would  ordinarily  come  within 
the  scope  of  the  advertising  department,  such  as  purchasing 
space,  art  work,  printing,  etc. 

Responsibility  for  Errors. — If  copy  is  correct,  or  if  the 
O.  K'd  proof  is  correct  when  it  leaves  the  advertiser,  pub- 
lishers and  printers  can  be  held  accountable  for  errors  made 
in  publishing.  However,  if  the  publisher  submits  proof  and 
the  advertiser  O.  K.'s  this  proof  without  correcting  an  error, 
the  publisher  can  escape  responsibihty,  even  though  the 
original  copy  was  correct. 

Generally  there  can,  and  should  be  some  compromise  of 
such  errors.  No  publisher  desires,  as  a  rule,  to  embarrass 
an  advertiser  by  the  publication  of  wrong  prices  or  any  other 
kind  of  error.  It  may  seem  best  sometimes  for  the  publisher 
to  publish  at  his  own  expense  a  correction  of  the  error  in  a 
succeeding  edition  of  his  pubhcation.  Some  newspapers  and 
magazines  take  the  broad  ground  that  they  will  make  good 
without  question  all  losses  to  advertisers  that  come  about 
because  of  erroneous  prices  or  other  faults  for  which  their 
offices  are  responsible.  Publishers,  in  order  to  clarify  their 
position,  sometimes  accept  orders  with  the  understanding 
(which,  however,  has  to  be  a  part  of  the  order  or  acceptance 
to  be  effective)  that  they  will  not  be  responsible  for  errors  in 
address,  key  numbers,  prices,  etc.  Merely  putting  such  a 
clause  on  a  rate  card  does  not  make  it  a  part  of  an  agreement 
unless  the  agreement  itself  refers  to  the  rate  card  and 
specifically  makes  it  a  supplementary  part  of  the  order. 

The  printer's  relation  to  the  advertiser  with  respect  to 
faulty  work  is  practically  the  same  as  the  publisher's.  No 
court  would  probably  sustain  an  advertiser  in  rejecting  an 
entire  job  for  a  minor  flaw  for  which  the  printer  was  responsi- 
ble, unless  the  contract  with  the  printer  specifically  set  forth 
that  the  advertiser  was  relieved  from  accepting  the  job  unless 
it  were  strictly  high-class  in  every  way.  But  a  court  would 
sustain  an  advertiser's  claim  for  a  reduction  in   price  for 


LAWS  AFFECTING  ADVERTISING  703 

damages.  In  such  cases  the  advertiser  should  be  careful 
about  his  acceptance  of  the  work.  If  he  receives  it  without 
quahfication  and  proceeds  to  use  the  material,  his  chance  for 
making  good  his  claim  is  diminished.  He  may  receive  the 
job  with  a  written  declaration  setting  forth  that  he  receives 
under  protest  and  with  the  distinct  understanding  that  faulty 
copies  will  be  sorted  out  and  returned  to  the  printer,  or  that  a 
reduction  in  price  will  be  made  according  to  thorough  inspec- 
tion of  the  work,  etc.  Some  advertisers  put  a  clause  like  the 
following  in  all  printing  orders: 

"It  is  understood  and  made  a  part  of  this  contract  that  the 
work  executed  must  be  first-class  in  every  way — that  Printer 
&  Co.  will  carefully  inspect  the  work  before  shipment  and 
throw  out  faulty  copies,  and  that  if  this  is  not  done,  Adver- 
tiser &  Co.  shall  have  the  right  to  ship  the  entire  material 
back  to  Printer  &  Co.,  at  their  transportation  expense  both 
ways,  for  the  proper  inspection,  sorting,  and  throwing  out  of 
faulty  work.'' 

CORRESPONDENCE 

Correspondence  in  general  belongs  in  the  class  of  "privi- 
leged communications"  and  may  not  be  used  in  an  advertising 
or  other  public  way  without  the  consent  of  the  writer.  There 
are  some  exceptions  to  this.  One  who  writes  a  letter  to  an 
editor  can  scarcely  complain  if  the  letter  is  published,  because 
presumably  letters  to  an  editor  are  for  publication  purposes 
unless  the  writer  specifically  makes  known  the  fact  that  his 
letter  is  not  for  pubhcation. 

Before  publishing  or  quoting  from  a  letter  of  recommenda- 
tion, or  any  other  type  of  letter,  get  the  written  permission 
of  the  writer. 

Whether  a  printed  letter  comes  or  does  not  come  within  the 
classification  of  "letters"  from  a  legal  point  of  view  depends 
somewhat  on  its  character.  Some  printed  letters  are  obvi- 
ously of  a  circular  point  of  view,  and  being  generally  distri- 
buted could  hardly  be  defended  as  "letters."  Other  printed 
letters  approach  closely  to  the  classification  of  a  personal 
communication,  for  they  may  be  sent  to  a  small  selected  list. 


704  THE  ADVERTISING  HANDBOOK 

PHOTOGRAPHS  AND  DRAWINGS 

Photographs. — Every  person  has  the  right  to  control  the 
pubhcation  of  photographs  of  himself  as  long  as  he  lives, 
though  photographs  of  dead  persons  may  be  used  without 
specific  permission,  so  long  as  they  are  not  defamatory  or 
otherwise  injurious  or  unfair  to  the  families  or  the  estate  of 
the  deceased.  Therefore,  it  is  not  safe  to  publish  photographs 
without  first  getting  written  permission  from  the  person  whose 
picture  is  to  be  used.  Not  even  a  release  from  a  photographer 
is  safe  unless  one  can  be  sure  of  the  reliability  of  the  photog- 
rapher and  know  that  he  has  the  right  to  release  the  use  of 
the  photograph  for  publicity  purposes.  The  photographer, 
after  having  been  paid  for  his  services,  may  have  the  right  to 
hold  the  negative  in  his  possession  for  possible  further  use, 
but  he  is  not  within  his  rights  to  sell  prints  from  negatives  of 
personal  photographs  to  others  unless  some  agreement  to  this 
effect  has  taken  place  between  him  and  his  client  or  customer. 

The  negative  of  a  photograph  is  the  photographer's  property 
unless  the  one  for  whom  the  negative  was  made  expressly 
stipulated  when  the  photographing  was  executed  that  the 
negative  was  to  be  his  property. 

A  photographer  has  the  right,  after  filling  his  first  order,  to 
fix  his  own  terms  for  future  prints  from  the  negative. 

If  an  uncopy righted  photograph  is  once  published,  the 
securing  of  a  copyright  later  is  useless. 

Commercial  photographic  bureaus  usually  sell  to  adver- 
tisers the  right  to  reproduce  a  picture  only  one  time  or  in 
only  one  publication. 

Agreements  for  the  use  of  a  photograph  may  be  simple, 
such  as 

"For  and  in  consideration  of  (compensation 

may  be  nominal)  the  undersigned  consents  that  Blank  &  Co. 
may  make  use  of  my  photograph  as  an  illustration  in  its 
catalog  and  other  literature." 

Such  an  agreement  should  be  dated  and  the  signature 
witnessed. 

Securing  Release  from  Professional  Model. — Advertisers 
employing  models  to  pose  for  illustrations,  should  always 
secure  written  permission  or  ''release"  for  the  use  of  the 
photographs.     The  written  document  should  name  the  com- 


LAWS  AFFECTING  ADVERTISING  705 

pensation,  convey  the  right  to  publish  at  will  (or  with  whatever 
restrictions  may  be  agreed  upon),  and  should  give  permission 
to  copyright,  if  that  be  desired.  Such  a  document  should 
certify  also  that  the  signer  is  of  age  (if  not,  the  guardian  of 
such  person  should  sign  the  agreement)  and  the  contract 
should  be  signed,  dated  and  the  signature  witnessed. 

Drawings  of  Persons. — While  one  may  control  photographs 
of  himself,  his  rights  do  not  extend  to  drawings  of  his  face. 
Either  a  pubUsher  or  an  advertiser  may  make  drawings  of  a 
man,  his  face  or  figure,  and  use  these  without  his  consent, 
provided  that  such  use  is  not  libelous,  defamatory,  or  other- 
wise injurious  or  embarrassing.  If  this  were  not  the  case,  it 
would  be  very  difficult  for  pubfishers  to  use  cartoons,  and 
even  doing  thjs  sometimes  brings  suits,  because  the  cartoon 
often  ridicules  an  individual  and  perhaps  unfairly. 

At  the  same  time,  it  is  good  practice  for  an  advertiser,  if  he 
is  thinking  of  using  the  face  or  figure  of  any  person  in  a  draw- 
ing, to  ask  if  this  use  is  agreeable.  It  hardly  pays  to  offend 
people,  even  if  no  legal  liabiHty  is  likely  to  be  the  result. 
There  are,  of  course,  instances  in  which  the  use  of  an  illus- 
tration would  be  such  that  the  person  whose  features  or  figure 
are  used  could  have  no  objection. 

MISCELLANEOUS  POINTS 

Mere  advertising  ideas  that  have  not  been  committed  to 
manuscript  or  drawings  cannot  be  protected.  If  one  com- 
municates advertising  ideas  to  a  prospective  employer  or 
purchaser,  there  must  be  a  definite  agreement  of  some  kind 
if  the  creator  of  the  ideas  or  suggestions  wishes  to  be  assured 
of  payment.  A  mere  agreement  to  make  an  agreement  later 
comes  within  the  class  of  ''gentlemen's  agreements"  and 
cannot  be  enforced. 

The  writings  and  drawings  of  an  employe,  executed  within 
the  hours  of  employment  paid  for  by  the  employer,  become 
the  employer's  property. 

Don't  overstep  your  authority  in  writing  important  letters. 
Unless  you  are  sure  of  your  ground,  consult  your  superior  or 
the  company  attorney  about  letters  that  involve  contracts, 
promises  about  delivery,  adjustments  of  claims,  etc. 

45 


706  THE  ADVERTISING  HANDBOOK 

'Be  careful  about  connecting  your  company  or  employer  with 
matters  that  are  more  or  less  personal.  The  safest  way  is  to 
use  the  company's  stationery  only  on  company  subjects. 
Sometimes  when  it  is  doubtful  that  you  have  authority,  it  is 
better  to  say  something  like  ''This  expresses  merely  my 
personal  view  of  the  matter  and  should  not  be  construed  by 
you  as  a  decision  by  the  company." 

Don't  write  any  one  that  you  are  appointing  him  as  ''agent" 
for  your  employer  unless  you  make  it  clear  as  to  just  what 
authority  is  conferred.  The  appointing  of  some  one  as  agent, 
without  qualification,  may  lead  to  complications,  for  that 
person  may  act  as  your  agent  on  matters  that  should  not  be 
handled  by  him. 

Present-day  laws  do  not  allow  newspapers  to  publish  paid 
reading  notices  and  let  them  appear  as  news  items.  All  such 
items  must  be  marked  Advertisement,  or  Adv. 

When  defamatory  or  libelous  advertising  appears,  the 
publisher,  as  well  as  the  advertiser,  becomes  liable.  A  printer 
may  be  liable  for  damages  in  printing  and  mailing  such  litera- 
ture, though  probably  not  to  the  extent  of  the  principal. 
Likewise,  an  illustrator  may  be  liable  for  making  defamatory 
pictures. 

Advertisers  may  advertise  and  sell  to  a  married  woman  in 
most  states  any  article  that  her  position  in  life  would  reason- 
ably justify  her  in  buying,  and  either  she  or  her  husband  may 
be  held  for  the  debt.  Formerly  married  women  were  regarded 
as  being  incompetent  in  the  power  to  enter  into  contracts,  but 
in  most  states  the  married  woman  is  now  as  free  to  make  a 
contract  as  a  man,  and  therefore  as  Hable. 

RESALE  PRICE  CONTROL 

The  subject  of  the  right  of  the  manufacturer  to  control  the 
price  of  his  products  when  sold  by  the  retailer  is  one  of  such 
great  interest  to  advertisers  that  it  seems  appropriate  to 
append  to  this  section  a  statement  by  the  secretary  of  the 
American  Fair  Trade  League  as  to  the  situation  prevailing 
at  the  time  of  the  publication  of  this  volume.  That  statement 
follows. 


LAWS  AFFECTING  ADVERTISING  707 

The  campaign  for  the  legal  reestablishment  of  the  right  of  a  manufac- 
turer to  control  resale  prices  of  his  product,  instituted  by  the  American 
Fair  Trade  League  seven  years  ago,  following  the  decision  of  the  United 
States  Supreme  Court  in  the  Dr.  Miles  case,  has  been  vigorously 
maintained. 

The  Stephens-Kelly  Bill  was  originally  introduced  in  the  63rd  Congress 
to  remedy  the  deficiency  in  the  Federal  Law  as  thus  laid  down.  The  bill 
has  been  reintroduced  in  each  successive  Congress  and  was  endorsed 
nearly  two  years  ago  by  the  Federal  Trade  Commission  in  a  special 
report,  but  the  intervention  of  the  war  has  prevented  its  progress.  The 
measure  has  had  the  practically  unanimous  support  of  all  commercial 
and  trade  organizations  and  at  the  beginning  of  the  last  Congress  more 
than  a  majority  of  the  House  of  Representatives  were  said  to  be  pledged 
to  its  enactment. 

On  June  2nd,  1919,  the  Supreme  Court  of  the  United  States  handed 
down  a  unanimous  decision  in  the  Colgate  case  upholding,  in  the  absence 
of  any  contract  or  agreement,  express  or  implied,  the  right  of  refusal  to 
sell.     The  following  paragraph  from  the  opinion  summarizes  the  decision : 

"The  purpose  of  the  Sherman  Act  is  to  prohibit  monopolies,  contracts 
and  combinations  which  probably  would  unduly  interfere  with  the  free 
exercise  of  their  rights  by  those  engaged,  or  who  wish  to  engage,  in  trade 
and  commerce — in  a  word,  to  preserve  the  right  of  freedom  to  trade. 
In  the  absence  of  any  purpose  to  create  or  maintain  a  monopoly,  the 
Act  does  not  restrict  the  long  recognized  right  of  trader  or  manufacturer 
engaged  in  an  entirely  private  business  freely  to  exercise  his  own  inde- 
pendent discretion  as  to  parties  with  whom  he  will  deal.  And,  of  course, 
he  may  announce  in  advance  the  circumstances  under  which  he  will 
refuse  to  sell." 

The  language  used  by  the  Court  in  making  this  affirmation  of  a  right 
vital  to  the  protection  of  trade-mark  good  will  and  reputation  at  once 
aroused  discussion.  The  intent  of  the  Court  was  variously  interpreted. 
Some  eminent  counsel  contended  that  the  decision  completely  solved  the 
standard  price  problem — that,  given  the  right  to  announce  in  advance 
"the  circumstances  under  which  he  will  refuse  to  sell,"  the  producer 
could  not  only  refuse  to  sell  price  cutters,  but  could  refuse  to  sell  those 
who  sold  to  price  cutters.  To  this  view  and  interpretation  of  the  decision 
the  Counsel  and  Executive  Committee  of  the  American  Fair  Trade 
League  did  not  subscribe. 

Stephens-Kelly  Bill  Only  Solution. — In  a  circular  letter  to  members 
and  the  trade  generally  by  the  Executive  Committee  of  the  League, 
through  a  sub-committee  of  which  Mr.  H.  B.  Cheney  was  Chairman,  it 
was  expressly  stated : 

"There  now  seems  danger  that  some  people  may  believe  that  the 
principle  is  acknowledged  and  the  case  won  and  they  may  rest  upon  their 
oars.  Such  is  far  from  being  the  case.  It  is  necessary  that  the  Colgate 
decision  should  be  very  much  strengthened  by  additional  court  decisions 
and  its  meaning  clarified  before  other  tribunals  will  accept  it  as  having 


708  THE  ADVERTISING  HANDBOOK 

finally  settled  anything.  As,  for  instance,  the  Federal  Trade  Commission 
has  not  dismissed  the  complaints  which  they  have  brought  covering 
similar  cases,  maintaining  that  this  decision  does  not  cover  those  cases; 
their  attitude  in  those  cases  will  be  very  largely  influenced  by  the  decision 
of  the  United  States  Supreme  Court  in  the  pending  Beech-Nut  case. 

"It  is,  moreover,  our  opinion  that  Court  decisions  like  the  Colgate 
and  Beech-Nut  cases,  while  highly  desirable  to  secure,  cannot  finally 
dispose  of  the  evil,  as  there  are  many  forms  of  business  not  able  to  readily 
avail  themselves  of  the  principles  there  laid  down.  There  can  be  no 
complete,  permanent  settlement  until  the  principles  involved  in  the 
Colgate  and  Beech-Nut  cases  have  been  fully  recognized  and  supple- 
mented by  appropriate  legislation. 

"We,  therefore,  urge  that  our  members  relax  no  effort  to  secure  the 
passage  of  the  Stephens-Kelly  Bill,  which  has  the  endorsement  of  the 
Federal  Trade  Commission." 

League  Policy  Vindicated  by  Schrader  Decision. — The  position  taken 
by  the  League  with  respect  to  the  scope  of  the  Colgate  decision  was 
apparently  vindicated  by  the  decision  of  the  Supreme  Court  in  the 
Schrader  case,  in  which  the  Court,  referring  to  the  Colgate  decision, 
declared : 

"The  court  below  misapprehended  the  meaning  and  effect  of  the 
opinion  and  judgment  in  that  cause.  We  had  no  intention  to  overrule 
or  modify  the  doctrine  of  Dr.  Miles  Medical  Co.  v.  Park  &  Sons  Co., 
where  the  effort  was  to  destroy  the  dealers'  independent  discretion 
through  restrictive  agreements.  Under  the  interpretation  adopted  by 
the  trial  court  and  necessarily  accepted  by  us,  the  indictment  failed  to 
charge  that  Colgate  Company  made  agreements,  either  express  or  implied, 
which  undertook  to  obhgate  vendees  to  observe  specified  resale  prices; 
and  it  was  treated  'as  alleging  only  recognition  of  the  manufacturer's 
undoubted  right  to  specify  resale  prices  and  refuse  to  deal  with  anyone 
who  fails  to  maintain  the  same.' 

"It  seems  unnecessary  to  dwell  upon  the  obvious  difference  between 
the  situation  presented  when  a  manufacturer  merely  indicates  his  wishes 
concerning  prices  and  declines  further  deahngs  with  all  who  fail  to  observe 
them,  and  one  where  he  enters  into  agreements — whether  express  or 
implied  from  a  course  of  dealing  or  other  circumstances — with  all  custom- 
ers throughout  the  different  States  which  undertake  to  bind  them  to 
observe  fixed  resale  prices." 

The  Schrader  decision  was  handed  down  on  March  20,  1920.  A  few 
days  later  the  Counsel  to  the  American  Fair  Trade  League  and  former 
Chairman  of  the  Federal  Trade  Commission,  Honorable  Joseph  E. 
Davies,  made  the  following  pubHc  statement : 

"The  Schrader  case  reaffirms  the  principle  that  a  system  of  price 
control  maintained  by  contracts  constitutes  a  violation  of  the  law.  The 
lower  court  sustained  a  demurrer  to  the  indictment,  basing  its  opinion 
upon  the  Colgate  decision. 

"  The  Schrader  case  is  a  clear  refutation  of  those  who  have  attempted 


LAWS  AFFECTING  ADVERTISING  709 

to  make  the  Colgate  case  appear  a  complete  and  satisfactory  settlement 
of  the  standard  price  question.  It  even  tends  to  raise  doubt  as  to  the 
right  of  the  manufacturer  to  refuse  to  sell.  There  is  an  intimation  in 
the  language  as  used  by  Mr.  Justice  Mc  Reynolds,  that  a  system  of  price 
maintenance,  even  though  not  sustained  by  express  agreements,  may 
nevertheless  be  a  violation  of  the  law,  and  by  inference  there  is  a  sugges- 
tion that  refusal  to  sell  as  a  'course  of  dealing'  may  be  under  certain 
circumstances  one  of  the  facts  from  which  an  implied  agreement  might 
be  held  to  exist. 

"A  feature  of  the  opinion  that  is  distinctly  disappointing  to  those  who 
believe  in  standard  price  maintenance  as  a  matter  of  vital  public  benefit 
is  foilnd  in  the  fact  that  the  opinion  is  based  entirely  upon  the  purely 
legal  proceedings  of  the  Dr.  Miles  Medical  case.  It  does  not  consider 
the  economic  phases  of  the  question,  which  justify  standard  price  in  the 
pubhc  interest  as  a  system  that  in  effect  preserves  the  competitive 
system  which  the  Sherman  Law  was  designed  to  protect. 

"The  Beech-Nut  case,  which  will  shortly  be  taken  to  the  Supreme 
Court,  presents  the  economic  aspects  of  the  situation  more  clearly. 
The  situation  affirms  the  express  position  of  the  Executive  Committee  of 
the  American  Fair  Trade  League  and  strongly  emphasizes  the  necessity 
for  the  passage  of  legislation  such  as  the  Stephens  Bill  contains,  definitely 
and  finally  to  dispose  of  the  matter  upon  the  grounds  which  the  legislative 
body  of  the  government  recognizes  as  to  the  public  interest." 

In  a  statement  on  November  21,  1919,  Chairman  William  B.  Colver,  ot 
the  Federal  Commission,  said:  "During  the  past  year  continued  atten- 
tion has  been  directed  to  a  clarification  of  the  vexing  question  of  mainte- 
nance of  resale  prices.  The  decision  of  the  United  States  Supreme 
Court  on  a  demurrer  in  the  Colgate  case  has  not  cleared  away  the  doubts. 
*******  The  Commission  has  recognized  that  the  manufacturer  of  an 
identified  product  has  a  very  real  interest  in  its  disposition  even  after  it 
has  parted  legal  title.  The  Commission  has  recommended  to  Congress 
that  the  Stephens  Bill  be  somewhat  reformed  so  as  to  safeguard  any 
abuse  of  it,  and  that  then  it  be  enacted  into  law.  It  is  felt  that  the  power 
both  to  fix  and  to  forcibly  maintain  a  resale  price,  after  parting  with  title, 
may  be  a  temptation.  It  is  felt  that  both  wholesaler  and  retailer  should 
be  assured  of  just  and  reasonable  compensation  for  their  services  and 
that  the  public  should  be  assured  of  a  purchase  price  which  recognizes  a 
fair  and  reasonable  profit  to  producer  and  merchandiser  and  no  more. 

"So  all  that  has  been  suggested  is  that  if  and  when  the  right  to  maintain 
a  resale  price  is  declared  by  law — and  that  such  right  may  properly  be  so 
declared — ^then  that  a  manufacturer  should  be  left  free  to  exercise  that 
right  or  not  if  he  pleases.  If  he  does  not  exercise  it,  his  prices  will  be 
subject  to  the  modification  of  the  play  of  free  competition.  If  he  does 
elect  to  exercise  it,  then  he  may  fix  any  price  he  may  choose  and  may 
maintain  that  price  by  refusal  to  sell,  or  otherwise,  so  long  as  the  fairness 
of  the  price  to  the  merchant  and  to  the  consumer  is  not  challenged  as 
inequitable.     If  challenged  he  is  to  have  every  opportunity  to  defend  it, 


710  THE  ADVERTISING  HANDBOOK 

but  if  found  unreasonable,  he  may  not  continue  to  maintain  it  by  force. 
In  such  case  he  may  either  revise  his  price  and  force  its  maintenance,  or 
continue  the  price  but  not  be  permitted  to  force  its  maintenance. 

*'  That  is  all  that  the  Commission  or  any  of  its  members  have  sug- 
gested. There  is  nothing  withheld  or  hidden.  It  is  an  open  and  candid 
declaration  of  opinion  arrived  at,  we  believe,  in  the  public  interest — 
which  is  to  say  in  the  highest  interest  of  business  itself." 


SECTION  36 

FORMS  AND  SYSTEMS 

While  there  is  in  almost  every  business  need  for  special 
forms  of  one  kind  or  another,  the  following  reproductions  of 
forms  and  systems  in  use  in  a  number  of  the  best  known 
advertising  departments  of  America  will  prove  useful  in  the 
way  of  suggestion. 

Hilo  Varnishes,  Enamels  and  Japans 
Marcy  and  Flushing  Avenues,  Brooklyn,  N.  Y. 

Date 
COPY  AND  LAYOUT  INSTRUCTIONS 
For  Publication 
Address 

Issue  of  Space 

Position 
Subject  of  Ad. 
Cuts  &  Photos  sent  Description 


Instructions  about  Layout 


Style  of  Type,  Display 
Body 

"      Rules 

Kindly  note  that  we  require  proofs  in  triplicate  submitted 
in  time  to  make  corrections. 

Return  original  copy  and  layout  with  proof  for  checking. 


Adv.  Dept. 

Fig.  1. — Form  for  insertion  order  to  publications. 
711 


712  THE  ADVERTISING  HANDBOOK 

National  Lead  Company 

Space Probf  Wanted? 

Insertions  Price 

To  Appear 

Position  Payable 


To  New  York,  19 


Gentlemen  : 

Please  enter  our  order  for  advertising  «n 


as  above. 
Yours  truly. 

National  Lead  Company. 
per 


"Ndte. 


Fig.  2. — Simple  order  form  for  advertising  orders.  At  the  time  this 
order  is  made  out  a  carbon  is  made  on  a  record  card,  which  is  shown  in 
Fig.  3. 


FORMS  AND  SYSTEMS 


713 


Space 

Insertions 
To  Appear 
Position 


National    Lead   Co. 


Proof  Wanted? 
Price 


Payable 


Goes  to  Press 


Publication  Date 


New  York 


191 


INQUIRIES 

ATL. 

BOS 

BUFF 

Chic 

ClNN 

Cleve 

Phila. 

Pitts 

St  L 

SanF 

Tolil 

Jan. 

Feb. 

Mar 

Apr 

May 

June 

July 

Aug. 

Sept. 

Oct. 

Nov. 

Dec. 

Total 

FiQ.  3. — Contract  and  Inquiry  record  card  used  by  National  Lead  Co.     The 
reverse  side  of  this  card  is  shown  in  Fig.  4. 


714 


THE  ADVERTISING  HANDBOOK 


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T«wB  Dorchester, 
Nub*  Joseph  Duncaii 

Character  of  BunneM 

isource    Adv.-  Ice  &  Refrigeration 

Form  Letter  Mo.  Date  En 


suDi  Mass. 


Date  IiK|.       2-12-20 

In  Market  for  Co  rlch  Oar  d 

»mA        Corkboard  booklet 


Corkboard 


Boston 


D^  2-17-20 

WhM 


PleaM  fiU  in  RESULT  aadTefuni  to  Publicity  Depanmeat 

Fig.  5. — Prospect  card  made  out  by  an  advertiser  in  duplicate,  one  copy 
being  sent  to  the  branch  office  or  sales  agent.  The  duplicate  is  returned  to 
the  advertiser  when  a  definite  report  can  be  made. 


AGENCY 

MAIN  OFFICE 

ADDRESS 

Heetricitr  in  Window 

Shipping  &»«»><».:   - 

Disownt 

A<!«ati<einPapen 

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STORE: 

Motion  Pictuia 

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Pop.ofTemto«jr 

1921                     22                     23 

GtyProg««ive 

No.Sal<smcn 

Transient  Traae 

Office  TeL  No. 

Fig.  6. — Agency  record  card  used  by  Corona  Typewriter  Company.     The 
same  form  in  a  dififerent  color  is  used  for  sub-agency. 


716 


THE  ADVERTISING  HANDBOOK 


Date —  Agent's  Order  No ^ — 

AGENT'S  ADVERTISING  ORDER 

To  CORONA  TYPEWRITER  COMPANY,  Inc. 

GROTON,  N.  Y.,  U.  S.  A. 

Factory  Order  Nos. 


Please  thip  the  following: 


Shipi»ng  Instructioiu.. 


Name  of  Agent- 
Address  -.- 

Signed ,.. 


a0142C2.5M-M8 

Fig.  7. — Order  form  used  by  the  agents  of  the  Corona  Typewriter  Company. 


NAME  SIONEO 

KEY  NO, 

FIRM  NAME                                                                                                                                                                                    FILE   NO. 

Street  or  County                                                                                                                  Rating 

TOWN                                                                       state                                              inquiry  RECD. 

Pninu  Muicii  Sent 

Fom  Urrun  S€»t 

SnOU.    UTTiH.    SWT 

OmMRtM. 

A«g.r 

I 

Fig.  15. — Handy  form  for  recording  follow-up  system.  This  is  designed 
for  a  loose-leaf  binder,  and  the  figures  on  the  right  afford  a  means  for  tabbing 
for  follow-up. 


FORMS  AND  SYSTEMS  111 

ORIGINAL   REQUISITION  —  TO   BE   SENT  TO   EASTON 

Salesman's  Recommendation  for  Sending 
Advertising  Matter  and  Writing  Letters 


191 


Alpha  Portland  Cement  Co., 
Advertising  Department, 
Easton,  Pa. 

I  recommend  that  you  send  to 


the  kind  and  amount  of  advertising  matter  named  below. 
In  case  this  requisition  cannot  be  completely  filled,  give 
preference  to  the  items  I  have  marked  with  a  star. 


The  person  (or  firm)  named  is  a 
and  in  addition  to  the  advertising  matter,  I  suggest  that 
a  letter  be  written  along  the  following  lines: 


Salesman's  Name. 


Approved Letter  written Adv.  sent By. 


Fig.  8. — Salesman's    Form    for    Requesting    Advertising    matter.     These 
forms  are  put  up  in  pads  with  a  sheet  of  a  different  color  for  duplicate  copy. 


718 


THE  ADVERTISING  HANDBOOK 


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719 


General  Advertising  Report  For  ] 

Moath 

FBiodtoDM 

f«WLM.Y^I.D« 

1.  SALARIES 

lARcular 

IB  E^            ■ 

Tout 

■    2.  GENERAL  MAGAZINE  ADVERTISING 

2A  Space 

2B  Alt  Work,  Cuo.  Etc. 

To«l 

3.  TRADE  PAPER  ADVERTISING 

3A  Fumhur. 

3B  Grinding 

■ 

3C  P»in»r. 

3D  Architectural 

3E.4liilway 

3F>  Dedert 

3G  Indu^rial 

3H  MiJcelbncou. 

Toul 

♦.  TRADE  MAILING  CAMPAIGN 

4A  Printing 

*B  Po«age 

4C  Art  Work  and  Plates 

4D  AdvertUing  Matter 

■         ■        .■ 

Total 

■- 

5. 

6.  ADDRESSING  SYSTEM 

7.  NATIONAL  DEALER  HELPS 

1 

8.  POSTAGE 

9.  SUNDRIES 

10.  PTD.  MATTER  &  OFFICE  SUPPLIES 

11.  EXPERIMENTAL  WORK.  CUTS.  ETC. 

12.  PROPELLER,  ETC. 

13.  DIRECT  MAIL  ADVERTISING 

13A  Hospiub 

13B  Home  Builder, 

13C  Dealer. 

13D  Architect, 

'      13E  Grinder, 

13F  Raihray, 

13G  Hotel. 

13H  Acce»o.y  Dealen 

13!  School. 

'13J   Marine 

13K  Packing  Houx. 

13L  Automobile, 

13MTruck.&  Tractor, 

13N  Aeroplane, 

CRANb  TOTAL 

INVENTORY  BEGINNING  OF  PERIOD 

TOTAL 

INVENTORY  END  OF  PERIOD 

NET  EXPENSE 


Fig.  10. — Form  for  Monthly   Advertising   Report. 


720 


THE  ADVERTISING  HANDBOOK 


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THE  ADVERTISING  HANDBOOK 


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desirable  to  check  closely  the  relation  of  sales  to  trials,  etc. 


732 


THE  ADVERTISING  HANDBOOK 


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REMARKS 

Fig.  25. — Convenient  form  for  keeping  record  of  inquiries.     One  sheet  h 
used     for     each     publication. 


TO. 


Production  Order  No.. 

INSTRUCTIONS  FOR  PRINTING 

Dice 


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734 

ORIGINAL 


THE  ADVERTISING  HANDBOOK 


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Fig.  27. — Printing  order  of  a  more  elaborate  style.     This  form  is  made  in 

quadruplicate. 


FORMS  AND  SYSTEMS 


735 


RECORD   OF  DRAWINGS  AND   PHOTOGRAPHS 

DATE  SENT 

TO  WHOM  SENT 

ADDRESS 

AUTHORITY 

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Fig.  28. — Form  for  keeping  record  of  drawings  and  photographs. 


20      *l       22      »     2« 


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Fig.  29. — Record  of  advertising  plates.     Proof  and  full  particulars  are  shown 

on  the  one  form. 


INDEX 


Address  labels,  135 

Advertising,  The  need  for,  6 

Advertising  agency  work,  64 

Advertising-agency   analysis  of   a 
business,  62 

Advertising,  Definition  of,  1 

Advertising  display,  316 

Advertising,  Educational  effects  of, 
28 

Advertising  as  market  control,  20 

Advertising   and   sales   campaign, 
Chart  of,  27 

Advertising   and    selling,    Coordi- 
nation of,  25 

Advertising  costs,  57 

Advertising  compared  with  face- 
to-face  selling,  12 

Advertising  mediums,  483 

Advertising,  Place  in  commerce  of, 
1 

Advertising,  What  it  involves,  10 

Advertising,  "WTio  pays  the  cost  of, 
22 

Afternoon  newspapers,  507 

Agency  commissions,  68 

Agency  work  in  advertising,  64 

Analysis  of  a  business.  Model,  62 

Antique   finish  paper,  Plate  VIII, 
following  page  438 

Antique  finish  book  paper,  Plate 
VI,  following  page  416 

Appeals,  Variety  of,  167 

Approval  shipments,  537 

Artists,  Choice  of,  355 

Artist's  layout,  238 

Association  of  ideas,  77 

Attention,  94 

Audit  Bureau  of  Circulations,  487 

Automobiles    owned    by   farmers, 
548 
47 


Backgrounds,  339 

Balance,  345 

Balance  of  illustration  with  other 

units,  374 
Bargain  advertising,  204,  631 
Ben  Day  effects,  400 
Billboard  advertising,  562 
Binding  of  books,  478 
Bill-posting  service,  562 
Bill-posting    boards,    list    of    and 

costs,  574 
Book  paper,  429 
Book  page.  Size  of,  435 
Booklets,  432 
Border  treatment,  324 
Borders  in  catalogs,  462 
Borders,  ornamental, Exhibit  of,313 
Brevity,  Value  of,  192 
Business,  Major  divisions  of,  3 

Calendar  advertising,  600 

Cameo  paper,  Plate  V,  following 

page  416 
Campaigns     of     advertising,     32 
Capitals,  use  of,  337 
Car  advertising,  574 
Car-card  layout,  246 
Cards,  432,  472 
Cards  for  dealers,  149 
Card  forms  for  advertising  oflSces, 

711 
Cases  for  counters,  161 
Catalogs,  432 
Catalog  advertising,  598 
Catalog-page  charts,  453 
Catalog  procedure,   Examples  of, 

455 
Charcoal  drawings,  384 
Chart  of  advertising  agency  work, 

66 


737 


738 


INDEX 


Chart  of  advertising-agency  or- 
ganization, 70 

Chart  of  catalog  page,  453 

Chart  of  color  harmony,  459 

Chart  of  copy  analysis,  168 

Chart  of  divisions  of  business,  3 

Children  in  illustrations,  357 

Circular  advertising,  432 

Circulation  of  advertising  me- 
diums, 485 

Class  magazines,  495 

Classified  newspaper  advertising, 
508 

Class-publication  advertising,  519 

Clay  modeling,  399 

Club  plan  of  selling,  537 

Coated  paper,  Plate  IV,  following 
page  416 

Coined  names,  110 

Color  in  advertising,  Value  of,  499 

Color  harmony,  447 

Color  harmony  chart,  450 

Color  plates,  418 

Color  principles,  448 

Combination  plates,  392 

Competition,  Unfair,  698 

Commissions  to  agencies,  68 

Complaints,  How  to  answer,  671 

Composite  type  of  customer,  14 

Conciseness  and  brevity  in  copy, 
192 

Consumer  acceptance,  18 

Consumer  control,  16 

Contracts,  700 

Copy  analysis,  165 

Copy-editing,  213 

Copy  formula,  171 

Copy  for  technical  magazines,  521 

Copy  for  mail-order  campaigns,  542 

Copy  for  newspaper  advertising, 
517 

Copy  for  plate-making,  382 

Copy  for  trade-paper  advertising, 
556 

Copy,  Fundamentals  of,  191 

Copy,  Preparation  of,  for  large- 
store  advertisement,  639 


Copy  styles,  175 

Copy  weaknesses,  178 

Copy,  the  writing  of,  164 

Copy  written  by  service  depart- 
ments, 526 

Copyright,  Infringement  of,  690 

Copyright,  Law  of,  687 

Correspondence,  Legal  character 
of,  703 

Cost  of  advertising.  Who  pays,  23 

Costs  of  farm-magazine  adver- 
tising, 547 

Costs  of  house  publications,  614 

Costs  of  moving-picture  advertis- 
ing 594 

Costs  of  poster  and  painted  board 
advertising,  564 

Costs  of  street-car  advertising,  584 

Costs  of  technical  advertising,  524 

Counter  cases  and  fixtures,  161 

Counterfeiting,  Law  against,  686 

Coupons,  342 

Coupons  and  reply  cards,  543 

Cover  designs,  440 

Covers  for  catalogs,  480 

Cover  papers,  examples  of.  Plates 
VII  and  VIII,  page  438 

Cover  plates  in  two  colors,  Plates 
VII  and  VIII,  following  page 
438 

Cover  titles,  444 

Crayon  drawings,  384 

Cumulative  effects,  91 

Curiosity  appeals,  98 

Customer,  Study  of,  13 

Cuts,  How  to  file,  426 

Cuts  for  printing,  382 

Dealer  acceptance,  18 

Dealer  advertising  by  means  of 
poster,  565 

Dealer  aids,  141 

Dealer  attitude  toward  adver- 
tising, 19 

Dealer  cards,  folders,  etc.,  155 

Dealer  displays,  156 

Dealer  envelopes.  156 


INDEX 


739 


Dealer  letterheads,  155 
Dealer  names  in  newspaper  adver- 
tising, 513 
Dealer-name  imprinting,  152 
Dealers,    Number  of  in  different 

lines,  162 
Dealer  signs,  147 
^^^^eceptive    advertising,     Law 
against,  683 
Demonstrations,     local,      Helping 

dealer  with,  153 
Department-store  advertising,  623 
Department  buyers  or  managers, 

Dealing  with,  625 
Designs  for  covers,  440 
Desire,  How  built  up  in  copy.  199 
Direct  command,  88 
Directory  advertising,  598 
Display  of  advertising,  316 
Displays,  Examples  of  small,  345 
Displays  for  dealers,  156 
Displays  for  windows,  148 
Display  type,  Exhibit  of,  287 
Display  type.   Methods  of  hand- 
ling, 322 
Display,  Odd  shapes  of,  336 
Double-color  effects,  414 
Drawings,  Cost  of,  372 
Drawings,    Crayon,    charcoal   and 

pencil,  384 
Drawings  and  photographs,  350 
Drawings  for  plate-making,  383 
Drawings,  How  to  handle,  403 
Drawn  letters,  333 
Drawings,  Right  to  control  of,  704 
Drawings  in  wash,  399 
Drug  act,  Federal  law,  685 
Dry-goods  store  advertising,  623 
Dummies  for  catalogs  and  book- 
lets, 452 

Editing  of  copy,  213 
Educational  scope  of  advertising, 

28 
Electrotypes,  421 
Engravings,  382 
Engraving  terms.  Glossary  of,  254 


Envelopes  for  dealer,  155 
Ethical  attitude  in  advertising,  522 
Evening  newspapers,  507 
Exhibitions,   helping  dealer  with, 

153 
Experimental  campaigns,  43 

Fairs  and  exhibitions,  Helping 
dealer  with,  153 

Farm  conditions,  548 

Farm  magazine  advertising,  546 

Farm-owned  automobiles,  548 

Farm-paper  investigation,  Result 
of,  54 

Farms,  Size  and  number,  550 

Farmers,  Watch-buying  tenden- 
cies of,  45 

Feminine  points  of  view,  101 

Fertilizer  campaign,  Outline  of, 
37 

Filling  in  of  names  and  addresses, 
657 

Films  for  moving-picture  adver- 
tising, 594 

Folders,  432,  472 

Folder  layout,  476 

Follow-up,  Example  of,  663 

Follow-up,  Length  of,  669 

Follow-up  systems,  646 

Food  and  drug  act,  685 

Foreign  copyright,  690 

Foreign  language  advertising,  679 

Forms  and  systems,  711 

Fraudulent  advertising  statute, 
683 

Free  publicity.  How  to  secure,  523 

Furst  Brothers  catalog  chart,  459 

Geographical  names  as  trade- 
marks, 115 

Good-will  value  with  trade-marks, 
121 

Grain-screen  half-tone,  391 

Half-tones,  Examples  of  printing, 
Plates  I,  II,  III,  IV,  V,  and 
VI,  following  page  416 


740 


INDEX 


Half-tones,  How  to  order,  408 
Half-tone  process,  386 
Hand-drawn  letters,  333 
Hand-drawn  signatures,  334 
Hand  stipple,  408 
Harmony  of  colors,  449 
Headlines,  Classes  of,  187 
Headline  writing,  186 
Houghton    Company    mailing-list 

methods,  608 
House  organs  or  magazines,  602 
Human  interest  in  copy,  184 
Humor  and  novelty,  197 
Hypotenuse  Oblong,  437 

Illuminated  signs,  569 
Illustration,  Partial,  362 
Illustration,  Value  of,  347 
Illustrations  in  catalogs,  464 
Illustrator,  Choice  of,  355 
Illustrated  letterheads  and  Letters, 

649 
Imagination,  Appeals  to,  103 
Industrial    magazine    advertising, 

519 
Informing  and  re  minding  copy,  1 82 
Infringement  of  trade-mark,  120 
Initials,  Exhibit  of,  315 
Inquiries,  Referring  to  dealers,  144 
Insertion,  Frequency  of,  514 
Inserts  and  spreads,  339 
Instincts  in  advertising,  97 
Introductions  in  retail  advertising, 

632 
Introductions,  Pruning  of,  196 
Investigations,  44 
Investigation  work  of  advertising 

agency,  74 
Italic  type,  Use  of,  327 

Keying,  Methods  of,  205 

Labels  as  advertisements,  135 
Language,  Stereotyped  in  letters, 

655 
Laws  affecting  advertising,  683 
Layout  for  department  store,   643 


Layout  paper,  250 

Layouts,  Making  of,  235 

Lead  mould  electrotypes,  421 

Length  of  advertisements,  192 

Letters,  Adjustment,  670 

Letters,  Examples  of,  672 

Letters,  4-page  style,  651 

Letterheads,  647 

Letterheads  for  dealer,  155 

Lettering,  Hand-drawn,  333 

Lettering  for  doors  and  windows, 
160 

Letters  and  follow-up  systems,  646 

Liberty  Loan,  Analysis  of  copy  ap- 
peal, 168 

Line  plates,  386 

Linotype  display  faces,  Exhibit 
of,  293 

Lithography,  266 

Local  campaigns  to  aid  dealers, 
143 

Loose-leaf  catalogs,  477 

Machine  composition,  267 
Machine-finished  paper,  Plate  II, 

following  page  416 
Magazine  advertising,  493 
Magazine  advertising.  Cost  of,  499 
Mailing  cards,  432,  477 
Mailing  methods,  481 
Mailing-list  work,  539 
Mailing  list,  Postmaster's  service 

on,  687 
Mail-order  advertising,  533 
Mail-order  department,  Chart  of, 

545 
Make-up,  268 
Manuscript-reading,  213 
Margins  in  catalogs,  464 
Marketing  campaigns,  32 
Masculine  points  of  view,  101 
Mass-shaded  copy,  413 
Mediums  of  advertising.  Classes  of, 

483 
Metal  modeling,  399 
Models,  use  of,  350 
Monotype  display  faces,  287 


INDEX 


741 


Montgomery  Ward  catalog  chart, 

458 
Morning  newspapers,  507 
Motion  signs,  571 
Motives  in  advertising,  97 
Moving  pictures,  591 

Names  and  addresses,  Filling  in, 
657 

Names  for  house  organs,  609 

Names  used  as  trade  names  or 
trade-marks,  106 

National  Biscuit  Company  in- 
fringement cases,  694 

Negative  appeals,  81 

News  in  big-store  advertising,  630 

Newspaper  advertising,  505 

Newspaper  layouts,  242-244 

Newspaper  lists,  511 

Newspaper  rates,  515 

Newspaper  reproduction  of  adver- 
tising, 269 

Newspaper  stock,  Plate  I,  follow- 
ing page  416 

News-stand  sales,  487 

Nickeltypes,  421 

Novelty  and  humor,  197   ' 

Novelty  and  specialty  advertising, 
620 

Order  blank  in  mail-order  work, 

541 
Order  forms,  543 
Outdoor  advertising,  562 
Outdoor  advertising,  Cost  of,  574 
Outline  illustrations,  413 

Package  advertising,  127 

Page  margins  in  catalogs  and  book- 
lets, 468 

Page,  Proportions  of,  436 

Pages  for  books,  Size  of,  435 

Pages  in  newspaper  advertising. 
Value  of  various,  509 

Pages,  Value  of  special,  497 

Painted  boards,  562 

Painting  and  tooling,  406 


Panels,  333 

Paper,  427 

Paper  for  catalogs,  etc.,  438,  439 

Paper  for  covers,  examples  of 
Plates  VII  and  VIII,  following 
page  438 

Paper,  sizes  and  weights,  430 

Paper,  specimens  of,  Plates  I,  II, 
III,  IV,  V  and  VI,  following 
page  416 

Pasters,  135 

Pencil  drawings,  384 

Personal  point  of  view,  100 

Phantom  half-tones,  401 

Photographs  in  advertising,  350 

Photographs,  How  to  handle,  403 

Photographs,  Legal  character  of, 
704 

Picture  advertising.   Moving,  591 

Picture-building  quality  of  lan- 
guage, 200 

Pictures  in  advertising,  Value  of, 
347 

Plate  finish  paper,  Plate  VII,  fol- 
lowing page  438 

Plates,  examples  of  printing,  Plates 
I,  II,  III,  IV,  V  and  VI,  fol- 
lowing page  416 

Plates  for  printing,  382 

Plates,  How  to  file,  426 

Plates,  Miscellaneous  information 
on,  423 

Position  in  newspaper  advertising. 
Value  of,  510 

Postage,  one-cent  or  two-cent,  656 

Postal  card  advertising,  659 

Postal  laws,  686 

Posters,  562 

Poster  style  of  display,  332 
'  Press-agent  work,  523 

Price  control,  706 

Price  standardizing  through  adver- 
tising, 21 

Price,  When  to  advertise,  202 

Printing  plates,  382 

Printing  practice,  251 

Printing  terms,  Glossary  of,  254 


742 


INDEX 


Prizes  for  agents  and  salesmen,  540 

Process  plates,  418 

Professional  advertising,  519 

Program  advertising,  620 

Proof-marks,  216-218 

Proofreading,  213 

Proofreading  practice,  220 

Psychology  of  advertising,  77 

Publishers'  Associations,  Recogni- 
tion by,  68 

Publishing  practice  and  terms, 
Glossary  of,  254 

Questionnaires,  49 

Rates  of  magazine  space,  500 

Rates  of  newspaper  advertising,  513 

Rates  of  technical  mediums,  524 

Reading  items,  How  to  procure, 
523 

Reduction  of  photographs  and 
drawings,  403 

Religious  mediums,  560 

Remember,  How  to  get  reader  to, 
205 

Remington  Typewriter  mailing- 
list  methods,  607 

Repeat  sales,  56 

Repetition,  value  of,  89 

Reply  cards  in  mail-order  work, 
543 

Resale  price  control,  706 

Research  work,  44 

Retailer  aids,  141 

Retailers,  Circulars  for,  434 

Retailers'  names  in  newspaper  ad- 
vertising, 513 

Retailers,  Number  of  in  different 
lines,  162 

Retail-store  advertising,  623 

Reverse  plates,  394 

Ross  paper  drawings,  40S 

Rotogravure  process,  279 

Rules,  Different  sizes  of,  276 

Rural  magazine  advertising,  546 

Ryzon  Baking  powder  investiga- 
tion. 48 


Sales  events  in  retail  advertising, 
628 

Sales  letters,  Examples  of,  672 

Salespeople,  Informing  of  adver- 
tising, 635 

Sampling,  Methods  of,  60 

Scott  Paper  campaign.  Outline  of, 
36 

Screens  for  half-tones,  388 

Seasonableness  in  advertising,  196 

Selling  costs,  55 

Selling  costs.  Reduction  of  through 
advertising,  23 

Selling,  Face-to-face  methods  of, 
compared  with  advertising,  12 

Service  advertising,  192 

Service-department  copy,  526 

Show  cards  for  dealers,  149 

Signatures,  334 

Signs  for  dealers,  147 

Signs  for  doors  and  windows,    160 

Signs  for  outdoor  advertising,   562 

Silhouette  cuts,  401 

Silver-printing,  406 

Simplicity,  Value  of,  331 

Slogans,  106 

Small  advertisements.  Good  ex- 
amples of,  207,  345 

Space  in  catalog  and  booklet  pages, 
464 

Space,  White,  use  of,  317 

Spatter  work,  408 

Special  position  and  pages,  497 

Special  position,  Value  of,  497 

Spreads  and  inserts,  339 

Square-inch  system  of  estimating 
words  required  for  space,  283 

Street-car  advertising,  580 

Street-car  layout,  246 

Stock  plates,  425 

Store  fixtures  for  dealers,  148 

Suggestion,  85 

Sunday  newspapers,  508 

Sunkist  magazine  campaign  chart, 
142 

Super-calendered  paper,  Plate  III, 
following  page  416 


INDEX 


743 


Survey  work  of  advertising  agency, 

74 
Symbolism  in  illustration,  359 
Systems  for  advertising  offices,  711 

Teaser  advertising,  588 
Teaser  campaigns,  204 
Technical  advertising,  519 
Telegrams  in  follow-up  system,  666 
Theater   programs   and    curtains, 

620 
Thought  habits  or  channels,  80 
Timeliness  in  advertising,  196 
Tint  blocks,  414 
Titles  of  booklets,  444 
Title-page  layout,  248 
Title  pages.  Inside,  446 
Trade  channels,  15 
Trade-marks,  exhibit  of,   124-125 
Trade-marks,  Protecting  by  adver- 
tising, 695 
Trade-mark  registration,  117 
Trade-mark  registration  in  foreign 

countries,  122 
Trade-mark    rights,    Infringement 

of,  692 
Trade  names  and  trade-marks,  106 
Trade-paper  advertising,  555 
Translation  of  advertising,  680 
Turnover,  Rates  of,  57 
Two-page  spreads,  340 
Type  families,  260 


Type,  Leaded  and  solid,  264 
Types  and  printing  practice,  261 
Types  for  street-card  advertising, 

587 
Type  selection.  Principles  of,  285 
Type  specimen  pages,  287 
Types,  Various  sizes  of,  277 
Typographical   matters,    Glossary 

of,  254 
Typography  of  catalogs  and  book- 
lets, 460 

Unfair  competition,  698 
Underscoring,  327 

Viewpoints,  100 
Vision,  Appeal  to,  103 

Wall  advertising,  571 

Wash  drawings,  399 

Watches  owned  by  farmers,  46 

White  space.  Use  of,  317 

White  space  in  catalogs  and  book- 
lets, 464 

Window  displays,  148 

Window  displays  for  dealers,  156 

Women  and  children  in  illustra- 
tions, 357 

Women  in  large-store  advertising 
633 

Wood  engravings,  411 

Words  to  square  inch,  Table  of,  283 

Writing  of  advertisements,  164 


14  DAY  USE 

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